Factors that influence consumer purchasing decisions of ...

[Pages:92]`

School of Business, Society and Engineering Bachelor thesis in in Business Administration FOA214 (15 credits)

Factors that influence consumer purchasing decisions of Private Label

Food Products

A case study of ICA Basic

Thu Ha, Nguyen 900524 Ayda Gizaw 830902

1/13/2014

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Abstract

Course:

Bachelor Thesis in Business Administration

Institution:

School of Business, Society and Engineering

Authors:

Thu Ha, Nguyen & Ayda Gizaw

Examiner:

Eva Maaninen-Olsson

Supervisor:

Magnus Linderstr?md

Title:

Factors influence consumer purchase decisions of Private Label Food Products

Keywords:

Private Label Brand, consumer attitudes, intention, perceptions, ICA Basic

Abbreviations

PLB: Private Label Brand, WOM: word of mouth

Research questions:

Which factors influence consumers buying decisions of low-price PLBs food products?

How consumers perceive low-price PLB food product? Case study of ICA Basic

Research purpose:

The purpose of this study is to identify and analyze factors that influence consumer purchasing decision

of private label food products.

Method:

In this case study, both secondary data and primary were utilized. Secondary data was obtained from

relevant literatures, online journals, articles, blogs, and other electronic sources. The primary data was

collected by the combination of quantitative and qualitative approaches. Qualitative data was carried

out through interviews with store manager of ICA Skrapan, V?ster?s and with ICA PLB manager;

quantitative data were collected through online survey, designed on the platform providing by the

commercial website

Conclusions:

The research identified five factors that influence consumers' purchase decision of low-price private

label brands are brand, brand related activities (advertisement & word of mouth), perception, attitude,

purchase intention and demographic factors. The study proved brand and brand related factors are not

significant factors that influence purchase intention. However, for food products, price-quality

relationship is the most important factor. If consumer perception of quality and price match their

expectation, they will be satisfied and perceived high value for the products. However if the consumers

are dissatisfied with the product, they perceive risk and that has negative impact on their purchase

decision. The study also showed female buy more low-price private label compare to male and those

` who earn low income also buy more low-price private label compared to ones with higher incomes.

Further the result showed a positive attitude towards the ICA brand have a positive influence on buying

of the PLB.

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Acknowledgement

Firstly, we would like to express our gratitude to our supervisor? Mr Magnus Linderstr?m who has been constantly giving us helpful advices and orientation during our thesis process. Secondly, we would like to thank ICA Skrapan Manager and ICA Private Label Manager for their sincere participations in the interviews; and thank for our 226 respondents who spent their time fill out the surveys. Finally, we are thankful to our families and friends for their sincere supports during this period. We also would like to thank our opponents and group mates for all the constructive criticism and recommendations that helped us to develop and improve our research.

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Table of content

1.

Introduction ............................................................................................................................................................. 1

1.1. Background ................................................................................................................................ 1

1.1.1. Consumer behaviour ........................................................................................................ 1

1.2. Private Label Brand .................................................................................................................. 2

1.2.1. ICA Super market-PLBs .................................................................................................... 3

1.2.2. ICA Basic.............................................................................................................................. 3

1.3. Problem discussion .................................................................................................................. 3

1.4. Purpose of this Research: ........................................................................................................ 4

1.5. Research question..................................................................................................................... 4

1.6. Target Groups ............................................................................................................................ 5

1.7. Delimitations ............................................................................................................................. 5

2.

Literature Reviews & Theoretical Framework..................................................................................... 6

2.1 Previous studies ........................................................................................................................ 6

2.2 Theoretical framework ............................................................................................................ 6

2.3 Branding ..................................................................................................................................... 8

2.3.1 Definition of brand............................................................................................................ 8

2.3.2 Branding strategies .......................................................................................................... 8

2.3.3 Brand Equity ...................................................................................................................... 9

2.3.4 Brand Awareness ............................................................................................................ 10

2.3.5 Brand familiarity............................................................................................................. 11

2.4 Perceptions .............................................................................................................................. 13

2.4.1 Perceived Price ................................................................................................................ 13

2.4.2 Perceived Quality ............................................................................................................ 14

2.4.3 Perceived Risk ................................................................................................................. 15

` 2.4.4 Perceived Value ............................................................................................................... 16

2.5 Satisfaction & Dissatisfaction ............................................................................................... 17

2.6 Attitude ..................................................................................................................................... 18

2.7 Intention ................................................................................................................................... 19

2.8 Demographic factors .............................................................................................................. 20

2.8.1 Age...................................................................................................................................... 20

2.8.2 Gender ............................................................................................................................... 20

2.8.3 Income ............................................................................................................................... 20

3.

Methodology ......................................................................................................................................................... 21

3.1 Choice of the topic ................................................................................................................... 21

3.2 Research approach ................................................................................................................. 21

3.3 Data collection ......................................................................................................................... 22

3.3.1 Secondary data ................................................................................................................ 22

3.3.2 Primary Data .................................................................................................................... 22

3.4 Survey ........................................................................................................................................ 24

3.5 Snow ball Sampling................................................................................................................. 26

3.6 Research criteria: Validity and reliability.......................................................................... 27

4.

Empirical Findings and Analysis ............................................................................................................... 29

4.1 ICA Basic.................................................................................................................................... 29

4.2 Interview data.......................................................................................................................... 29

4.2.1 Interview with ICA store manager ............................................................................... 29

4.2.2 Interview with ICA Private Label Manager ................................................................ 30

4.3 Survey data & analysis ........................................................................................................... 31

4.3.1 Brand and related factors.............................................................................................. 34

4.3.2 Brand familiarity............................................................................................................. 37

4.3.3 Brand equity, branding strategies ............................................................................... 42

4.3.4 Risk Perception ............................................................................................................... 44

` 4.3.5 Price Perception .............................................................................................................. 46

4.3.6 Perceived Quality ............................................................................................................ 47

4.3.7 Perceived Value ............................................................................................................... 51

4.3.8 Satisfaction ....................................................................................................................... 52

4.3.9 Demographic factor of buying PLBs (ICA Basic) ....................................................... 53

4.3.10 Attitude ............................................................................................................................. 55

4.3.11 Purchase intention.......................................................................................................... 57

4.3.12 Are consumers willing to pay for more?..................................................................... 59

4.4 Analysis and Findings Summary .......................................................................................... 60

5.

Conclusions............................................................................................................................................................ 63

5.1 Conclusion of the study .......................................................................................................... 63

5.2 Recommendation and future researches ........................................................................... 64

5.3 Managerial Suggestion ........................................................................................................... 65

6.

Bibliography ......................................................................................................................................................... 66

Reference from interviews................................................................................................................ 71

Reference from websites ................................................................................................................... 71

APPENDIX-1 APPENDIX-2 APPENDIX-3

.................................................................................................................................................................. 75 .................................................................................................................................................................. 76 .................................................................................................................................................................. 77

List of Figures and Tables

Figure 1 Theoretical framework ....................................................................................................................................... 7 Figure 2-Relation between Perceived Price,Quality,Value and Risk................................................................16 Figure 3- Gender ....................................................................................................................................................................32 Figure 4- Age ...........................................................................................................................................................................33 Figure 5-Attitude ...................................................................................................................................................................33 Figure 6-Brand Awareness................................................................................................................................................34 Figure 7-Brand familiarity ,Advertisment, WOM .....................................................................................................35 Figure 8-Brand familiarity.................................................................................................................................................38

` Figure 9-Brand familiarity.................................................................................................................................................39 Figure 10- Satisfaction.........................................................................................................................................................41 Figure 11-Attitude towards ICA Basic ..........................................................................................................................42 Figure 12-Brand Equity ......................................................................................................................................................42 Figure 13-Perceived Price..................................................................................................................................................47 Figure 14- Perceived Quality ............................................................................................................................................48 Figure 15-Perceived Quality .............................................................................................................................................50 Figure 16 -Satisfaction.........................................................................................................................................................53 Figure 17-Relationship between ICA Basic and Gender........................................................................................54 Figure 18-Attitude towards ICA basic...........................................................................................................................57 Figure 19-Intention to buy ICA Basic ............................................................................................................................58 Figure 20- Would like to pay slightly more for improvements ..........................................................................59

Table 1- Operationalization ..............................................................................................................................................26 Table 2- Brand Awareness.................................................................................................................................................35 Table 3-Perceived risk.........................................................................................................................................................46 Table 4- Perceived Price .....................................................................................................................................................46 Table 5-perceived quality and perceived risk relationship .................................................................................51 Table 6-Value perception...................................................................................................................................................51 Table 7- Relationship between perception of Value and risk .............................................................................52 Table 8-Relationship between ICA Basic and Income............................................................................................55 Table 9-Word of mouth.......................................................................................................................................................55 Table 10-Purchase intention ............................................................................................................................................58

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