Factors Influencing Purchase Intention Towards Cup Yogurt

Abstract

This research intends to investigate and identify factors has positive influence upon purchase intention towards cup yogurt. The objectives of the studies are to understand cup yogurt consumer behavior as well as examine factors affecting purchase intension towards cup yogurt. It is a quantitative study using online self-administered questionnaire which is randomly distributed via Facebook and E-mail. The sample size is 402 respondents who live in Bangkok, regularly consume cup yogurt (Key brands: Dutchie, Dutchie Bio, Meiji, Meiji Bulgaria, Meiji Plus and Activia) in past 1 month. The questionnaire was approved its validity by 5 sophisticated experts and advised by the advisor. Its reliability was tested by Cronbach’s alpha coefficient in which showed 0.891 (very high reliability level). Several analyses had been taken part to measure the data. Indeed, descriptive statistics (frequency and percentage) was adopted to explain respondent profile and consumer behavior. Cross tabulation was used to crossly look categorical data for finding unmet consumer insight. Total variance was for grouping small questionnaire statements into factor groups affecting purchase intention, whilst multiple linear regression was used to test hypotheses. The finding revealed the majority of respondents are between 25-30 years old range (41.5%), being female (73.6%), graduated with bachelor degree (62.2%). They mainly are employees with 70.1% contribution, whose monthly income between 25,000 – 49,999 THB. Dutchie is their top brand choice (46.5%), while Meiji Plus (1.5%) is the least one. The reason to consume the brand is taste preference (38.6%) and excretory system improvement (33.6%), which the least reason is “good for my skin” (2.2%). Usually, they consume the product equally or more than 2-3 cups a week (27.4%) by purchasing it at convenience stores (68.7%). After analyzing with cross tabulation between reason to consume and brand, the reason to consume is aligned with segment positioning. In details, both Dutchie and Meiji Bulgaria playing in the mainstream segment showed same reasons with the category (taste and excretory system improvement) because of their dominance contribution, while Activia and Bio’s reason report oppositely “excretory improvement system and taste” due to playing in excretory improvement segment. Hypotheses have been proved brand (brand loyalty and brand association), product (various flavors), price and promotion (sales promotion) are factors influencing cup yogurt purchase intention at the significant level of 0.05.