Factors Effecting Customer Satisfaction and Purchase Intention: A Case Study of High Protein Food Purchase for Weight Control among Young Adults in Thailand
Article Sidebar
Main Article Content
Abstract
The main purpose of this study is to understand the behavior of Thai consumers towards High Protein Foods in Thailand. A total of 400 questionnaires are collected from consumers aged from 18 – 40 years old, living in Bangkok and greater Bangkok based on the convenience sample method. The data collected are then analyzed using descriptive analysis, one way ANOVA and multiple regression analysis. This study found out that most of the sample eat high protein food to be healthy and the taste of the food is very important for them. The findings of this study also indicated the degree of satisfaction and the level of purchase intention may change according to demographic background. Additionally, Lifestyle, Product and Price are significant determinant of customer satisfaction. Satisfaction, Price, Place and Promotions are significantly influencing Purchase intention. This research is limited in geographical area and gender differences.
In view of academic implication, this study provides some important insights about the profile of customers who consume high-protein food in Bangkok and Greater Bangkok and also points out the influencing factors of customer satisfaction and purchase intention. Based on our study, Food Manufacturers and Food Retails should place more emphasis on consumers who eat high protein food to be healthy. They should also put more effort to enhance the food quality and tastiness to increase satisfaction and offer more discounts and promotions in order to trigger higher purchase intention. Promotional menus, customer service, personal selling are effective dimensions in marketing promotions.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
All published articles are SJMS’s copyright. The editorial board allows all published articles to be copied, excerpted, or disseminated with academic citation.
References
Abdullahi Farah, A., Zainalabidin, M., & Ismail, A. L. (2011). The influence of socio-demographic factors and product attributes on attitudes toward purchasing special rice among Malaysian consumers. International Food Research Journal, 18(3), 1135-1142.
Adelina, R., & Nurwanti, E. (2019). Examining the differences of food-related behavior in two different countries. Nutrition & Food Science, 49(4), 739-751.
Aschemann-Witzel, J., & Peschel, A. O. (2019). Consumer perception of plant-based proteins: The value of source transparency for alternative protein ingredients. Food Hydrocolloids, 96, 20–28.
Bai, B., Law, R., & Wen, I., (2008). The impact of website quality on customer satisfaction and purchase intentions: Evidence from Chinese online visitors. International Journal of Hospitality Management, 27(3), 391–402.
Blut, M., Teller, C., & Floh, A. (2018). Testing Retail Marketing-Mix Effects on Patronage: A Meta-Analysis. Journal of Retailing, 94(2), 113–135.
Brehm, B., & D’Alessio, D. (2008). Benefits of high-protein weight loss diets: enough evidence for practice?. Current Opinion In Endocrinology, Diabetes And Obesity, 15(5), 416-421.
Brown, A., Prado, C., Ghosh, S., Leonard, S., Arciero, P., Tucker, K., & Ormsbee, M. (2019). Higher-protein intake and physical activity are associated with healthier body composition and cardiometabolic health in Hispanic adults. Clinical Nutrition ESPEN, 30, 145-151.
Buaprommee, N., & Polyorat, K., (2016). The antecedents of purchase intention of meat with traceability in Thai consumers. Asia Pacific Management Review, 21(3), 161-169.
Chen, H. J. (2018). What drives consumers’ mobile shopping? 4Ps or shopping preferences?. Asia Pacific Journal of Marketing and Logistics, 30(4), 797-815.
Chen, L. Y. (2013). Antecedents of customer satisfaction and purchase intention with mobile shopping system use. International Journal of Services and Operations Management, 15(3), 259-274.
Clark, N. (2008). 70% of purchasing decisions are made in-store. The Economic Times. Retrieved January 20, 2020 from https://economictimes.indiatimes.com/articleshow/3816087.cms?from=mdr&utm_source=contentofinterest&utm_medium=text&utm_campaign=cppst
Dahana, W., Miwa, Y., & Morisada, M. (2019). Linking lifestyle to customer lifetime value: An exploratory study in an online fashion retail market. Journal of Business Research, 99, 319-331.
Ghali-Zinoubi, Z., & Toukabri, M. (2019). The antecedents of the consumer purchase intention: Sensitivity to price and involvement in organic product: Moderating role of product regional identity. Trends in Food Science & Technology, 90, 175-179.
Gokee LaRose, J., Tate, D., Gorin, A., & Wing, R. (2010). Preventing Weight Gain in Young Adults. American Journal of Preventive Medicine, 39(1), 63-68.
Grunert, K. G. (2006). Future trends and consumer lifestyles with regard to meat consumption. Meat Science, 74(1), 149–160.
Grunert, K. G., Brunso, K., Bredahl, L., & Bech, A. C. (2001). Food-Related Lifestyle: A Segmentation Approach to European Food Consumers. Food, People and Society, 212-230.
Ha, H., K. Akamavi, R., J. Kitchen, P., & Janda, S. (2014). Exploring key antecedents of purchase intentions within different services. Journal of Services Marketing, 28(7), 595-606.
Hsu, C. L., Chang, K. C., & Chen, M. C. (2011). The impact of website quality on customer satisfaction and purchase intention: perceived playfulness and perceived flow as mediators. Information Systems and e-Business Management, 10(4), 549–570.
Kim, W. H., Cho, J. L., & Kim, S. H. (2019). The relationships of wine promotion, customer satisfaction, and behavioral intention: The moderating roles of customers' gender and age. Journal of Hospitality and Tourism Management, 39, 212-218.
Konuk, F. A. (2017). Price fairness, satisfaction, and trust as antecedents of purchase intentions towards organic food. Journal of Consumer Behaviour, 17(2), 141–148.
Kotilainen, L., Rajalahti, R., Ragasa, C., & Pehu, E. (2006). Health enhancing foods: Opportunities for strengthening the sector in developing countries. Washington, DC: The World Bank.
Kushwah, S., Dhir, A., Sagar, M., & Gupta, B. (2019). Determinants of organic food consumption. A systematic literature review on motives and barriers. Appetite, 143, 104402.
Lang, M. (2020). Consumer acceptance of blending plant-based ingredients into traditional meat-based foods: Evidence from the meat-mushroom blend. Food Quality and Preference, 79, 103758.
Larson, N., Neumark-Sztainer, D., & Story, M. (2009). Weight Control Behaviors and Dietary Intake among Adolescents and Young Adults: Longitudinal Findings from Project EAT. Journal of the American Dietetic Association, 109(11), 1869-1877.
Lee, J. H., Kim, H. D., Ko, Y. J., & Sagas, M. (2011). The influence of service quality on satisfaction and intention: A gender segmentation strategy. Sport Management Review, 14(1), 54–63.
Lv, Y., Kraus, V. B., Gao, X., Yin, Z., Zhou, J., Mao, C., ... & Shi, X. (2020). Higher dietary diversity scores and protein-rich food consumption were associated with lower risk of all-cause mortality in the oldest old. Clinical Nutrition, 39(7), 2246-2254.
Marian, L., Chrysochou, P., Krystallis, A., & Thøgersen, J. (2014). The role of price as a product attribute in the organic food context: An exploration based on actual purchase data. Food Quality and Preference, 37, 52–60.
Martins, J., Costa, C., Oliveira, T., Gonçalves, R., & Branco, F. (2019). How smartphone advertising influences consumers' purchase intention. Journal Of Business Research, 94, 378-387.
Matzler, K., Füller, J., & Faullant, R. (2007). Customer satisfaction and loyalty to Alpine ski resorts: the moderating effect of lifestyle, spending and customers’ skiing skills. International Journal of Tourism Research, 9(6), 409–421.
Minocha, S., Makkar, S., Swaminathan, S., Thomas, T., Webb, P., & Kurpad, A. V. (2019). Supply and demand of high quality protein foods in India: Trends and opportunities. Global Food Security, 23, 139–148.
Mittal, V., & Kamakura, W. A. (2001). Satisfaction, Repurchase Intent, and Repurchase Behavior: Investigating the Moderating Effect of Customer Characteristics. Journal of Marketing Research, 38(1), 131–142.
O'Sullivan, C., Scholderer, J., & Cowan, C. (2005). Measurement equivalence of the food related lifestyle instrument (FRL) in Ireland and Great Britain. Food Quality and Preference, 16(1), 1-12.
Ottar Olsen, S., & Grunert, K. G. (2010). The role of satisfaction, norms and conflict infamilies' eating behaviour. European Journal of Marketing, 44(7/8), 1165-1181.
Parpart, E. (2018). Protein Power. Retrieved January 21, 2020 from https://www.bangkokpost.com/business/1396054/protein-power
Paul J., & Rana, J. (2012). Consumer behavior and purchase intention for organic food. Journal of Consumer Marketing, 29(6), 412-422.
Petersson, S. (2016). Nutrition 2015 Key Findings: Bread is the Protein of Today and Alcohol Could Be the Sugar of Tomorrow. Euromonitor International. Retrieved January 22, 2020 from https://blog.euromonitor.com/nutrition-2015-research-bread-protein-alcohol-sugar/
Pula, K., Parks, C., & Ross, C. (2014). Regulatory focus and food choice motives. Prevention orientation associated with mood, convenience, and familiarity. Appetite, 78, 15-22.
Rana, S., Osman, A., & Othman, Y. (2015). Factors Affecting Purchase Intention of Customers to Shop at Hypermarkets. Mediterranean Journal Of Social Sciences, 6(3), 429-434.
Robinson-O'Brien, R., Perry, C., Wall, M., Story, M., & Neumark-Sztainer, D. (2009). Adolescent and Young Adult Vegetarianism: Better Dietary Intake and Weight Outcomes but Increased Risk of Disordered Eating Behaviors. Journal of the American Dietetic Association, 109(4), 648-655.
Rodkaew, P., & Wiroonrath S. (2019). Business Competitiveness For Thai Whey Protein Supplement Products Of The Whey Protein Business in Chonburi. Journal of Global Business Review, 21(2), 6-22.
Scheck, S. (2014). The Stages of Psychosocial Development According to Erik H. Erikson. Munich: GRIN Verlag GmbH.
Scholderer, J., Brunsø, K., Bredahl, L., & Grunert, K. (2004). Cross-cultural validity of the food-related lifestyles instrument (FRL) within Western Europe. Appetite, 42(2), 197-211.
Schutte, N., Toppinen, S., Kalimo, R., & Schaufeli, W. (2000). The factorial validity of the Maslach Burnout Inventory-General Survey (MBI-GS) across occupational groups and nations. Journal of Occupational and Organizational Psychology, 73(1), 53–66.
Siró, I., Kápolna, E., Kápolna, B., & Lugasi, A. (2008). Functional food. Product development, marketing and consumer acceptance—A review. Appetite, 51(3), 456-467.
Song, X., Pérez-Cueto, F., Bølling Laugesen, S., van der Zanden, L., & Giacalone, D. (2018). Older consumers' attitudes towards food carriers for protein-enrichment. Appetite, 135, 10-19.
Teck Weng, J., & Cyril de Run, E. (2013). Consumers' personal values and sales promotion preferences effect on behavioural intention and purchase satisfaction for consumer product. Asia Pacific Journal of Marketing and Logistics, 25(1), 70-101.
The Nielsen Company (2018). Protein: Consumers want it, but don’t understand it. The Nielsen Company. Retrieved January 22, 2020 from https://www.nielsen.com/us/en/insights/article/2018/protein-consumers-want-it-but-dont-understand-it/
Tudoran, A. A., Olsen, S. O., & Dopico, D. C. (2012). Satisfaction strength and intention to purchase a new product. Journal of Consumer Behaviour, 11(5), 391–405.
Van der Zanden, L. D., van Kleef, E., de Wijk, R. A., & van Trijp, H. C. (2014). Knowledge, perceptions and preferences of elderly regarding protein-enriched functional food. Appetite, 80, 16-22.
Wahab, N., Hassan, L., Shahid, S., & Maon, S. (2016). The Relationship Between Marketing Mix And Customer Loyalty In Hijab Industry: The Mediating Effect Of Customer Satisfaction. Procedia Economics And Finance, 37, 366-371.
Wansink, B., Westgren, R. E., & Cheney, M. M. (2005). Hierarchy of nutritional knowledge that relates to the consumption of a functional food. Nutrition, 21, 264–268.
Williams, S. J., & Calnan, M. (1991). Key Determinants of Consumer Satisfaction With General Practice. Family Practice, 8(3), 237-242.
Wolfe, R. R., Baum, J. I., Starck, C., & Moughan, P. J. (2018). Factors contributing to the selection of dietary protein food sources. Clinical Nutrition, 37(1), 130–138.
Wongleedee, K. (2015). Marketing Mix and Purchasing Behavior for Community Products at Traditional Markets. Procedia - Social and Behavioral Sciences, 197, 2080–2085.
Yin, S., Wu, L., Du, L., & Chen, M. (2010). Consumers' purchase intention of organic food in China. Journal of The Science of Food And Agriculture, 90(8), 1361-1367.
Zain, O., & Saidu, M. (2016). The Customers Satisfaction on Retailers’ Brand Products: A Study on Selected Areas in Klang Valley. Procedia Economics And Finance, 35, 418-427.
Zhang, B., Fu, Z., Huang, J., Wang, J., Xu, S., & Zhang, L. (2018). Consumers’ perceptions, purchase intention, and willingness to pay a premium price for safe vegetables: A case study of Beijing, China. Journal of Cleaner Production, 197, 1498-1507.