Introduction
In this introductory chapter, five subjects will be considered. The first will be the rational of this survey. The 2nd is the ground why the survey should be concerned. Following, it will be the treatment of aims of the survey. Fourth and 5th subjects are the range of the survey and footings of definition.
General background
In South and Southeast Asia, nutrient demand is go oning to increase as the growing in population and incomes lifting. The tendency of nutrient ingestion has changed. The people consume less staple nutrients, but consume higher value and alimentary nutrient merchandises. In Thailand, nutrient ingestion has changed the similar tendency. The demand of alimentary nutrients such as fruit, veggies and so on, additions than the demand of staple nutrients ; rice ( Lippe R. et.al ) . Peoples are wrapped up with consciousness of wellness. There are broad assortments of merchandises but one of a battalion of new call wellness merchandises coming onto the market. It is non merely stylish to populate 1 ‘s life in a more healthy mode, but besides really popular to alter one ‘s diet to include assorted wellness addendums and merchandises. Consumers purchase merchandises to fulfill their demands and they are influenced in their buying activities by some considerations that lead them to take a peculiar good in penchant to others.
The increasing figure of fruit merchandises has forced manufacturers to set to turning more competition on the fruit market. The UNIDO and ICS said that there are between 250000 to 300000 species of blooming workss, but merely 10 per centum of them have been explored for medicative potency and commercial.
Gac fruit is known as the fruit from Eden. Everyone knows that Gac fruit contains highly healthy ingredients, and pack full of foods. It provides to the full nutrition particularly lycopene and beta-carotene. It can be used as both nutrient and medical specialty.
In the present, they have to distinguish goods to come in the market including Gac fruit merchandises to increase gross revenues and incomes. In existent state of affairs, manufacturers may cognize merely who the heavy consumers of their merchandise are, but non why they buy. Hence, it is of import to analyze behaviours and determinations of consumers and besides factors impacting purchasing determination.
However, Gac fruit is good for wellness. But if the merchandise is non straight satisfied on the market from the beginning that means there is no manner to derive. Therefore, the research worker is interesting in analyzing the consumer behaviour towards Gac fruit merchandises. Because there are merely scientific researches about Gac fruit and no research related the society in term of Gac fruit.
Furthermore, from the jobs mentioned above that Gac fruit is non new fruit but merely a few people in Thailand know about many benefits of super-fruit. The ground is Gac fruit merchandises deficiency of the complete information of production and selling. Therefore, the production is non harmonious with the market demand. Some husbandman crop harvests and throw two tierces of them off because they do n’t cognize how to make with the remainder harvests. Therefore, bring forthing and selling are considered as intensive competition in which give higher cost to manufacturer. Adding value for Gac fruit merchandise to acquire more income is the best manner to make for developing merchandises to raise the value of Gac fruit merchandises.
1.2. Statement of job
From the jobs mentioned above Gac fruit is non new fruit but merely a few people in Thailand know about many benefits of super-fruit. The ground is Gac fruit merchandises deficiency of the complete information of production and selling. Therefore, the production is non harmonious with the market demand. Some husbandman crop harvests and throw two tierces of them off because they do n’t cognize how to make with the remainder harvests.
Therefore, bring forthing and selling are considered as intensive competition in which give higher cost to manufacturer. Adding value for Gac fruit merchandise to acquire more income is the best manner to make for developing merchandises to raise the value of Gac fruit merchandises.
1.3 Aims of survey
This survey is aimed to analyze consumer behaviours toward Gac fruit merchandises. Specific aims were ;
To look into purchasing behaviours of consumers of Gac fruit merchandises
To identity the factors which influence purchasing determination of Gac fruit merchandises
To propose the effectual market mechanism to advance Gac fruit merchandises
1.4 Scope of survey
This survey focuses on selected consumers in Bangkok for study what is their behaviours and factors that affect purchasing determination towards Gac fruit merchandises and eventually an effort was made to place appropriates market mechanism for advancing Gac fruit merchandise in the market.
1.5 Expected consequences
From the past to now, there has been no research on consumer behaviour towards Gac fruit merchandises in Thailand. Infrastructures supports to execution of selling schemes are basicss that the manufacturers have to understand if they would wish to be the best in the market. The research investigates throughout consumer behaviour in order to intents:
Description of consumer behaviour towards Gac fruit
Description factors that influence Gac fruit merchandises
Constructing up guidelines for developing activities or schemes with the intent of advancing Gac fruit merchandises
1.5 Definition of Footings
The undermentioned footings are operationally or conceptually defined to heighten the apprehension of readers of this survey.
Gac fruit
Chapter 2
Review of related literatures
This chapter presents literatures from foreign to local that may indirectly or straight bearing to this survey. Relevance to show surveies will give a image why the literatures are used.
2.1 Features of Gac fruit
Gac fruit ( Momordica Cochinchinensis ( Lour. ) Spreng. ) is a tropical fruit in Cucurbitaceae household that found in East and South East Asia peculiarly India, Myanmar, Philippines, Vietnam, China, Japan, Thailand, India, and New Guinea ( de Wilde and Duyfjes, 2002 ) . It is known as assortment names that are listed in Table 4 ( appendix ) . It is a calabash shaped fruit. Its size is about a cantaloup vine and often found on lattices and among the subdivisions of trees. Gac fruit is besides referred to as the “ fruit from heaven ” ( Voung, 2001 ) and normally picked at adulthood, when it is bright ruddy and the seeds are hardened. It produces up to 30-60 fruits weighing 0.2- 5 kg ( Supakrit, 2011 ) . Average size of Gac fruit is 16.5 centimeter breadth and 24.5 length. ( Nhung, et.al. , 2009 )
In Southeast Asia, Gac fruit is prized for medicative values. It is an exceeding beginning of foods. Harmonizing to USDA paper in 2004, aril of Gac fruit has approximately 40-70 times the lycopene of tomatoes, and 10 times the beta provitamin A of carrots. Furthermore, it besides has 60 times more vitamin C than oranges and 40 times more zezanthin than xanthous maize. Furthermore, there are alpha-tocopherol, vitamin E, and minerals including Fe and Zn in Gac fruit. Below are some of images of how Gac fruit accumulate against more traditional nutrients.
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2.2 Nutrition from eating Gac fruit
As known, Gac is going as a premier beginning of carotenoids, particularly beta-carotene and lycopene. The people who foremost found Carotenoid in Gac fruit are Guichard and Bui. They found carotenoids in Gac fruit in 1941.
At present, many researches on physiological effects of Lycopene and beta provitamin A have displayed the ingestion of beta-carotene and lycopene can cut down the incidence of legion diseases. Carotenoid is beta-carotene which is abundant in xanthous and orangish fruits. In figure 1 shows that Gac fruit is high in beta-carotene.
Figure 1: Bata-carotene contents of gac and other normally consumed fruits and veggies in Northern Vietnam
Beginning: hypertext transfer protocol: //www.gac-seeds.com and L.Vuong, 2000
Furthermore, the carotenoid besides act as antioxidants and one of the carotenoids viz. lycopene, is associated with a decreased hazard of malignant neoplastic disease. It helps back up the immune system and keeping a prostrate wellness, anti-aging, Cardiovascular, liver, and digestive and so on. It has long been prized in the part for assisting with verve and length of service. In figure 2 shows that there are the highest lycopene in Gac fruit than other fruits.
Figure 2: Lycopene concerntration in fruits and veggies Source: Vuong, 2005 from Bauenfield, 1971
A research survey in rural Vietnam focused on Gac ‘s ability to relieve the jobs caused by widespread vitamin A lack. The research decision was that beta-carotene from Gac is a good beginning of pro vitamin A carotenoids ( Voung, et.al. 2000 ) . Additionally, Gac fruit can assist better skin wellness and keep energy, staying power, and eyesight. Alimentary composing of Gac seed membrane is showed in Table.
Foods
100g of comestible part
Energy ( Kcal )
Water ( % )
CHO ( g )
Lipid ( g )
Protein ( g )
Cellulose ( g )
Ash ( g )
Ca ( milligram )
P ( milligram )
125
77
10.5
7.9
2.1
1.8
0.7
56
6.4
Table 1: Alimentary composing of Gac seed membrane Beginning: L.Vuong & A ; et.al.2000
2.3 Traditional utilizations
Gac fruit is known for centuries and used as medical specialty of assorted complaints and ingestion. Peoples by and large know that Gac fruit is seasonal, available from July to February. There is no uncertainty Gac fruit packed full of foods.
In China, the seeds of Gac fruits are used in traditional medical specialty for holding dissolvent and chilling belongingss, and are used for liver and spleen upsets, lesions, haemorrhoids, contusions, swelling, and Pus ( DeShan, et.al. 2001 ) . In Vietnam, Gac fruit is cooked in steamed Momordica gluey rice or “ Xoi Gac ” . It is a particular dish in other of import jubilations such as nuptials, Lunar New Year, and battle ( Tran, 2007 ) . Gac fruit juice is consumed as a healthy drink. It is good for eyes, tegument, unsusceptibility, prostate and so on. In Thailand and Philippine, the root of Gac fruit is used like a shampoo for cut down dandruff and scabies of tegument and besides used in traditional medical specialty to bring around vermilion febrility, enteric fever, and abscess in northern of Thailand. Furthermore, Thais use the Gac fruit for devouring such as stamp foliages and shoots are besides cooked to veggies. ( Suthathip, 2007 )
2.5 Definition of consumer behaviours
To understand consumer behaviour is so hard and complex. Consumers may state one thing purchase do another. If they have something which alteration or act upon their head, they can alter from clip to clip.
As Mowen and Minor explained, the perusal of consumer behaviour is to larn about sale units and exchange procedures related consuming and disposing of merchandises, services, experiences, and thoughts.
Belch said that consumer behaviour is ‘the procedure and activities of people that engage in when seeking for, choosing, buying, utilizing, measuring, and disposing of merchandises and services so as to fulfill their demands and desires.
2.3 Buying behaviour of consumers
Each consumer has several features. Consumer makes many buying picks every twenty-four hours. Diverseness of purchasing behaviours of consumers can place possible merchandises and services that should be offered. Consumer buying behaviour is influenced by features and determination procedure of consumers. The literature reappraisal of purchasing behaviour are shown below.
P.O’Donovan and M. McCharthy ( 2002 ) examined Irish consumer ingestion of organic meat. The study was completed by 250 respondents. The consequence is 35 per centum claimed to devour organic meat and 64 per centum of the respondents were light consumers.
Aryal, et.al. ( 2009 ) examined 180 peoples ‘ perceptual experience about organic merchandises and measure their willingness to pay for such merchandises. A sum of 58 per centum of the consumers are willing to pay 6- 20 per centum monetary value premium, whereas 13 per centum are willing to pay up to 50 per centum premium. The mean premium was estimated about 30 per centum. About 39 per centum of the respondents feel the excess cost for organic merchandises is sensible, while 27 per centum considered it excessively high.
Bishnoi and Sharma ( 2009 ) conducted on 866 adolescents of 440 rural people and 426 urban people in Haryana. The decision shows that rural like telecasting advertisement more than urban. The urban adolescents do non purchase Television advertised merchandises if they do non necessitate those trade names. They besides like the advertizements of the merchandises that they are utilizing and believe that merchandises are every bit good as expected from Television advertizements. Male adolescents ‘ purchasing behavior is more influenced by telecasting advertizements than their female opposite numbers.
Aziz and Sapindal ( 2012 ) studied the relationship of client ‘s group and the differences of their behavior at the dark market. It is influenced by their demographic and psychographic features. Customers are really concerned with good cordial reception services every bit good as privation to purchase the cheaper goods but good quality no affair where they shop.
Sangkumchaliang and Huang ( 2012 ) examined purchasing organic nutrient merchandises of 390 respondents. The consequence shows that the organic purchasers tend to be older and higher educated. Furthermore, consumers are besides trust in the genuineness of the merchandises and monetary value.
As seen on the literature reviews above, there are many researches that survey about consumer ‘s behaviours. Consumer ‘s behaviours have become a important facet of research.
Gac fruit has many scientific researches but no research related the society. Therefore, the research worker is interesting in analyzing the consumer behaviour towards Gac fruit merchandises. Due to the different demands from the consumers, it is of import to cognize and understand the consumers. If the merchandise is non straight satisfied on the market from the beginning that means there is no manner to derive.
The phases of purchasing determination procedure
Buyer behaviour is a portion of buying procedure in the market. There are five stairss that show below in figure 3. It starts with a demand acknowledgment and terminal with divestment procedure. All of stairss are the ways of consumer base on balls through before and after purchase. Therefore, it is of import for sellers to conscious of each measure and fix the effectual communications to make the consumer determination right and accurately.
Post-purchase
Pre-purchase rating
Purchase
Information Search
Need acknowledgment
Figure 3: Stairss of purchasing determination Beginning: Blackwell et al. , 2001, p. 71
The first measure is the consumer demands. It can emerge from single cause or from the environment of each individual such as society, advertizement and so on. Secondly, after the first measure of consumer demand starts to seek for information in the external country and besides can be information in individual ‘s head. The 3rd measure is pre-purchase rating. The consumer spends much of the clip to take in between options. Merchandise and trade name designation may run from a simple memory scan of old experiences to an extended external hunt ( Myint, 1996 ) . After measuring the different merchandises, a individual came with a determination of buying. But two factors can come between the purchase purpose and the purchase determination. The first factor is influenced by “ unexpected situational factors ” . The consumer forms a purchase purpose that base on such factors as income, expected monetary value, or expected benefits from the merchandises. The 2nd factor is the penchant and even buy purposes do non ever ensue in existent purchase pick ( Myint, 1996 ) . The purchase measure is important to cognize how consumers use the merchandises as this will find the satisfaction of the consumer and besides affect pre-purchasing activities ( Blackwell et.al, 2001 ) . Finally, it is the post-purchase procedure. If the consumers got high satisfaction, they will return to purchase that merchandise once more.
Factors impacting consumer determinations
Consumers ‘ purchase procedure is affected by a figure of different factors. As Kotler explained the factors that strongly affect the consumer buying behaviour are cultural, societal, personal, and psychological influences. These influences have taken into consideration in order to make the mark group efficaciously.
2.1.1. Culture influences
Culture has of import impact on consumer behaviour. It refers to values, artefacts, thoughts, and others that help persons pass on, measure, and construe as members of the society ( Kotler, 1991 ) .
Culture is the most cardinal determiner of a individual ‘s wants and behaviour. On the other manus, the animals are governed by inherent aptitude, human behaviour is mostly learned. The kid acquires are set of values, penchants, perceptual experience, and behavior through a procedure of socialisation. ( Min, 1996 )
Consumers involvement in wellness merchandises that reflect in a knowing society. The wage more attending to their wellness, eat more nutrition.
2.1.2. Social influences
Consumer ‘s behaviour is influenced by such household, mention group, friend, functions and position ( Natthapan, 2005 ) .
Social influence on purchase determination besides plays of import function in consumer behaviour. Consumers ‘ purchasing determinations depend on the information they collect from assorted beginnings in a society. There are different beginnings of information supplier in a society, among them mention groups play major function that affect consumers involvement in purchase state of affairss ( Bearden & A ; Etzel, 1982 ) .
Another survey conducted by Feick et al. , ( 2003 ) suggests societal web and merchandise engagement are co-related. Consumers in this period are greatly influenced by their societal web that they maintain. First clip, they collect information from societal webs and so they decide about their pick.
2.1.3. Personal influences
A purchaser ‘s determinations are besides influenced by this factor such as ain personality, life rhythm phases, economic fortunes of each individual ( Natthapan, 2005 ) .
Personality is explained in footings of such traits as laterality, assurance, adaptability, sociableness, liberty ( Harold, 1981 ) .
2.1.4. Psychological influences
Buying determinations are influences by four major psychological factors ; motive, perceptual experience, acquisition, and attitudes
Cultural
Social
Psychological
Personal
Consumer purchasing determination procedure
Figure: Factors impacting consumer purchasing determination
Harmonizing to many research workers are studied factors act uponing purchasing behavior in different ways that could be shown below.
Nagaraja ( 2004 ) opined that, purchasing behavior is influenced by experience of their ain and of neighbour consumers and his ain household. The engagements of his ain household members were exercising maximal influence on his purchases. Above all, the quality of the merchandise and its easy handiness were the primary and the critical determiners of his purchasing behavior. Consumers were influenced by touch and experience facet of any promotional activity.
Shivkumar ( 2004 ) showed that the consumer, irrespective of income groups, was chiefly influenced by the sentiments of their household members to buy. Consumers were besides influenced by the traders ‘ recommendation, followed by advertizement.
Kubendran and Vanniarajan ( 2005 ) elicited that ; the alteration in ingestion form was due to alterations in nutrient wonts. If income and urbanization addition among consumers, the per centum of income spent on ingestion additions. The urban consumers preferred largely branded merchandises compared to rural consumers. The most important factors act uponing purchasing determinations were handiness, quality, regular supply, door bringing and the manner of payment.
Atchariyachanvanich ( 2007 ) studied about the consumer lifestyles factors act uponing purchasing behavior in Internet shopping.
Hasslinger, et.al. ( 2007 ) opined that, the peculiar factors that influence the online consumer are monetary value, trust, and convenience. Particularly, monetary value is the highest concern because the population that we choose to look into consisted of pupils, which by and large have a low income that makes them monetary value medium.
Hirekenchanagoudar ( 2008 ) said that the factors act uponing the consumer purchasing behaviour for ready-to-eat nutrient are quality, gustatory sensation and sensible monetary value.
Durga ( 2010 ) showed that consumer purchasing determination is influenced by demographic ( personal ) and psychological factors. Furthermore, lifestyle and civilization is besides in relation with bottled H2O purchasing behavior
Vani ( 2010 ) studied the factors act uponing the ingestion of toothpaste trade names in Bangalore metropolis. The consequences of this survey revealed that, trade name image, advertisement, and offer play the of import function in purchasing toothpaste, sometimes based on the offer the consumer comparison with other rival merchandises, influenced the ingestion of toothpaste.
However, if the manufacturers want to sell or derive more, they have to cognize their consumers foremost. The manufacturers that understand how consumers will react to different merchandise characteristics, monetary values, publicizing entreaties and so on have a great advantage over other rivals. From the above studied most of them concerned about the factors act uponing purchasing determination. The chief factors come from societal, personal, cultural, and psychological. All of them are of import and utile in understanding and placing the demands of consumers accurately.
The selling mix theory ( 4P )
As Kotler described, the selling mix is a set of the selling tools. There are four variables that help the companies to do strategic and purse their market aims in the mark market.
Channels – Coverage
Assortment – Location
Inventory – Repositing
Transportation system
List monetary value – Payment period
Recognition footings – Allowance
Discount
Advertising – Direct selling
Personal merchandising
Gross saless publicities
Promotion and public relation
Direct selling
Boxing
Size
Guarantees
Tax returns
Merchandise assortment
Quality
Design
Brand name
Merchandise
Monetary value is the value of merchandise in term of the sum of money
Topographic point means the distribution channels
Value concatenation
Gac fruit is an exceeding beginning of foods. It has up to 70 times more lycopene than tomatoes, 10 times more beta-carotene than carrots, 60 times more vitamin C than oranges and 40 times more zezanthin than xanthous maize. It besides contains alpha-tocopherol, vitamin E, and minerals including Fe and Zn. Aril, the ruddy, oily mush environing the seeds, is an exceeding beginning of long-chain fatty acids, which make the foods in Gac readily bioavailable.
As seen, Gac fruit is
Value concatenation analysis for Gac fruit
Value concatenation analysis surveies how to add value in different phases of production through analysing costs and activities of the organisations. The purpose of this survey is to place where value could be increased.
Presents, the chief fact or that consequence agricultural selling of Thailand is related to the shelf life, perishable of tropical merchandises.
Today Gac fruit infusions are doing their manner into supplement merchandises in the US and abroad.
Overview of fruit juice in Thailand
Consumer behaviour
Marketing mix theory
Marketing mix is the selling tools. The company uses for pursue the selling aim in the mark market ( Koltler, 2003 )
Chapter 3
RESEARCH METHODOLOGY
This research surveies about consumer behaviour towards Gac fruit merchandises. In this chapter, the research bases on both quantitative and descriptive analysis. The methodological analysis concerned on lists below ;
Research design
Population and sampling
Instrumentality
Data aggregation methodological analysis
Methods of informations analysis
Research model
3.1 Research design
This survey intends to research the behaviour of consumers sing Gac fruit merchandise satisfaction. For this survey, descriptive research will be used. It is qualitative and quantitative research design utilizing study questionnaire and in-depth interview to roll up informations from samples.
3.2 Population and sampling
This survey focuses on two countries ; husbandmans and consumers in which classified into qualitative and quantitative research. Basically these respondents are asked sing personal positions about merchandise and consumer behaviour. The sample size is 200 people by utilizing simple random sampling.
Quantitative research
For quantitative research, the population isA people who live in Bangkok. Their age over 15 old ages old because they able to make up one’s mind to purchase or devour by themselves.
Qualitative research
For qualitative research, the research worker program to interview 1-3 husbandmans who grow Gac fruit.
3.3 Research methodological analysis
This research obtains informations from both secondary and primary beginnings. The first primary information is collected from 200 people by utilizing study questionnaires. The format of questionnaires is checklist, Likert graduated tables and closed inquiries. There are 5 subdivisions in a questionnaire as followers ;
Part I: General information of the respondent
Part II:
Part III:
Part IV:
Part V:
The 2nd primary informations is collected from the husbandmans who grow Gac fruit. The inquiries are
Secondary information is collected from different beginnings ; magazines, past research paper, cyberspace, books, newspapers, and advertizements.
For proof intents, study questionnaires will be sent to five respondents after blessing. And after respondents answer, the research worker will present these respondents for suggestion to better and valid of questionnaires. However, the research worker will once more analyze the content of the interview inquiries to happen out the dependability of questionnaires.A
Questionnaires is designed to look and easy to reply. The mean clip to reply inquiries is non over 10 proceedingss. In add-on to the research provide a pen to all respondents who answer the questionnaire to actuate them.
3.4 Data aggregation methodological analysis
This survey uses study ( quantitative ) and personal interview ( qualitative ) research. For interview personal interview,
The research worker uses the close-ended questionnaire for the study research. It is designed as the research instrument to roll up quantitative informations from ______ respondents.
This research usage both primary informations and secondary informations to roll up the information. The primary informations are collected through study questionnaires and in-depth interview. On the other manus, the secondary informations
3.5 Methods of informations analysis
After the informations are collected, it is summarized and analyzed by utilizing SPSS. This analysis statistics
Measurement
The research worker uses study questionnaires which employ with checklist inquiries and Likert scale inquiries to roll up the information ( Barnett, V. 1991 ) . The tantamount weights for Likert graduated table replies will be shown below.
RangeA A A A A A A A A A A A A A A A A A A A A A A A Interpretation
A A A A A 4.50 – 5.00 A A A A A A A A A A A A A A A A A A A A Strongly Agree
3.50 – 4.49A A A A A A A A A A A A A A A A A A A A A Agree
2.50 – 3.49A A A A A A A A A A A A A A A A A A A A A Uncertain
1.50 – 2.49A A A A A A A A A A A A A A A A A A A A A A DisagreeA A A A A A A A A A A
0.00 – 1.49A A A A A A A A A A A A A A A A A A A A Strongly Disagree
The research worker opted to utilize theA questionnaireA as a tool since it is easy to build holding the regulations and rules of building are easy to follow.
Furthermore, transcripts of theA questionnaireA could make a considerable figure of respondents either by mail or by personal distribution. By and large, responses to aA questionnaireA are objectified and standardized and these make tabular matter easy. But more significantly, the respondents ‘ answers are of their ain free will because there is no interviewer to act upon them. This is one manner to avoid prejudices, peculiarly the interviewers ‘ prejudice. The research worker will besides utilize graph and charts for informations presentation.
Datas analysis
After the informations are collected, it is summarized and analyzed by utilizing SPSS. This analysis statistics follow by
Descriptive
Frequencies
Percentage
Mean
Standard divergence
Datas analysis
After the informations are collected, it is summarized and analyzed by utilizing SPSS. This analysis statistics
A
Statistical method
After collect all questionnaire, the research will utilize SPSS for running the information.
A A A A A A A A
A A When the full surveyA questionnaireA have been collected, the research worker will used statistics to analyse all the information ; and will be assisted by the SPSS in coming up with theA statistical analysisA for this survey. Because of this research design, the consequences of the informations gathered were limited to the finding of factors that affect the ailment behaviour ofA Hong KongA shoppers. Therefore, other possible findings in the field of consumer/customer satisfaction and concern public presentation are besides analyzed.
A
A A A A A A A A A A A Comparisons were drawn between the overall responses to the inquiries and the differing responses ( Creswell, 1994 ) the undermentioned statistical expression will be besides used:
1.A Percentage – to find the magnitude of the responses to the questionnaire.
A A A A A A A A A A A N
% = — — — — ten 100A A A A A A ; A A A A A A A A A A n – figure of responses
A A A A A A A A A A A NA A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A N – entire figure of respondents
A
2.A Leaden Mean
A A A A A A A A A A A f1x1A + f2x2A A + f3x3A + f4x4A A + f5x5
xA = — — — — — — — — — — — — — — — — — — — — — — – ;
A A A A A A A A A A A A A A A A A A A A A A A crosstalk
where: A A A A A A A A A A A A A A f – weight given to each response
A A A A A A A A A A A A A A A A A A A A A A A A x – figure of responses
A A A A A A A A A A A A A A A A A A A A A A A xtA – entire figure of responses
A
The research worker will be assisted by the Statistical Package for the Social Sciences ( SPSS ) in coming up with theA statistical analysisA for this survey. SPSS is one of the most widely available and powerful statistical package bundles that covers a wide scope of statistical processs, which allows a research worker to sum up informations ( e.g. , computeA agencies and standard divergences ) , determine whether there are important differences between groups ( e.g. , t-tests, ANOVA ) , examine relationships among variables ( e.g. , correlativity, multiple arrested development ) , and graph consequences ( e.g. , saloon charts, A line graphs ) ( Kirkpatrick and Feeney, 2003 ) .
A
Introduction
( State research rational and aims )
Review past researches and literatures in consumer behaviour, Model consumer behaviour factors
Literature reappraisal
Secondary Datas
Research documents, related paperss
Primary Data
Questionnaire study
In-depth interview
Data Collection
Qualitative Analysis
Quantitative Analysis
Datas analysis
Consequences
Decision and recommendations
The survey
Figure 3.1 Model of the survey
Population
8.25 million people
Sample
**400 people
Factors impacting consumer behaviour
Merchandise factors
Monetary value factors
Distribution factors
Promotion factors
Social factors
Psychological factors
Individual factors
General background
Gender
Age
Education
Income
Buying consumer behaviour
Reasons of buying
How frequently consumers buy the merchandises?
Buying outgos per one time clip
What kinds of merchandises consumer bargain?
Where make purchase the merchandises?
Selling mechanism
( raise the value of Gac fruit )
** n=N/ ( 1+Ne2 )
Time
