Purchase Intention of Consumers: Instant Noodles

Purchase Intention of Consumers heartbeat NoodlesChapter 1Generalities of the studyIntroduction of studyDuring the economic time out, consumers substantiate to spend more economically and change their inlet behavior. Food which people approximately the world initially thinks of and enables people to save more is exigent lofts which argon very cheap and prevail diversified brands and disembodied spirits. Therefore, the arcminute noodle trade locoweed make a lot of money when comp atomic number 18d with other wasting disease goods because consumers like to demoralise and store the instant noodles during the economic recession period.Al close every family in Thailand always store and eats the instant noodles as a meal or emergency for era. When people ar hungry at night and they privation to save money, the instant noodles are their first choice. The study of Nano Search Co., Ltd showed that, at attest, consumers buy and eat the instant noodles with which they ha ve been familiar or a long time. Thai people in all ages know the instant noodles in diversified brands and original and revolutionary flavors which meet consumers need. closely students at Rajamangala University of Technology Thanyaburi (RMUTT) have domiciles in various provinces while some students houses are from the university. Therefore, they have to live in the dormitories outside and inside the university. As most students have no incomes, they have to save their expenditure on consumption. Therefore, the instant noodles are their first choice because there are several brands and original and new flavors of the instant noodles which meet consumers need. Therefore, the idea to learn about what events or factors affecting the consumption of instant noodles students.Instant noodle is very famous in Thailand. It has potpourri of brand and target to umteen age ranges. Many children love to eat instant noodle especially not when they are not boiled. They eat it as snacks.Instant noodles sold in ready-to-prepare packets area popular industrially processed sustenance in Thailand. Six million packages are produced separately day, 80% of which are made by scarcely three companies. Most are consumed domestically, although they are also exported. In 1993instant noodle consumption in Thailand was 30 packs per capita Anonymous. Reaching the masses. Asia pacific Food Industry 1996838-45.. Over 90% of these instant noodles are of the deep-fried type, which are sometimes classified by academics as junk food due to their high salt, fat, and carbohydrate content and low-quality protein. Therefore, the label on the package suggests adding meat or egg and vegetables, which is the traditional mode of take noodles in Thailand. However, because of inconvenience, this implication is seldom practiced by consumers. Both males and females aged 15 to 49 years from all socio-economic strata in Thailand consume instant noodles. The consumption of the harvest-times accordin g to the countrys regions and zones is shown in table 1. Forty-one share of the reapings are consumed in Bangkok, at the same per centimeages as in up-country rural areas.TABLE 1. Regional and zonal percent distri thations of instant noodlesLocationPercentageRegionsBangkok41Central17North18North-East18South7ZonesBangkok41Rest of countryUrban18Rural41Source Thai President Foods Public Company Limited, Bangkok,Thailand, 1996.There are many brands present i.e. momma, WAI WAI, YUM YUM, and etc. The instant noodle war is very competitive. As the data on 21st June, 2010, the leader brand is MAMA of Thai President Food. It has securities industry share 53 percent or around 5,000 Million Baht. Meanwhile WAI WAI- the market fol disdain of Thai Preserved Food Factory takes only 25 percent www.banmuang.co.th. For MAMA cup, it has been grown by 50% when compare with the sales at the same period last year. That is the highest sales volume during last 20 years. The growth in market value l eaped in significant level in last 6 years, as seen in below table.Table 2 Market value of instant noodleYearMarket Value (Million Baht)Percentage20059,500200610,0005.26%200711,50015.00%200812,0004.35%200910,000-16.67%201010,3003.00%2. Statement of the questionInstant noodle is widely eaten all around Thailand. As we can see in news during recession period, we give see in the news keep telling about Mama Index. The index is the total consumption of instant noodle.The report is interested in purchasing behavior of the students at Rajamangala University of Technology Thanyaburi. The research would like to study the kind of purchasing. The research is conducted within RMUTT and data collection depart be gathered from RMUTT student.3. Research ObjectivesObjective of this research are listed as below1. To study the reason for the purchase of instant noodles students.2. To study the advertising is to attract the consumption of instant noodles students.3. To study the satisfaction o f the students in the tolerate price and quality.4. To study the satisfaction and popularity of the student with flavor of instant noodles.4. Scope of the ResearchWe will study about instant noodles consumption behavior of Rajamangala University of Technology Thanyaburi Students by making selected representative sample of story Celsius people resided in dormitories of internal and external university to take Questionnaires on various topics related to the purchase of instant noodles such as the reason for the purchase, advertising of instant noodle, appropriate price and quality and flavor of student satisfaction. We will collect data to analyze the behavior of students instant noodle consumption.5. Limitations of the ResearchProblem of data errors may have findings that do not match reality because the university has students many which representative samples are less than 10% of all students. Researcher still has limitations in terms of research and duration of storage could no t increase the number of representative samples.6. Significance of the StudySignificance of the study about instant noodles consumption behavior of Rajamangala University of Technology Thanyaburi Students. To know what the factors affecting consumption of students and students have any opinion about the instant noodles today. To manufacturers and allocators preliminary results of this study can be utilize as guidelines for improvement of instant noodles better and for this research will enable students consume Instant noodles even more desirable. Provided the problem and make suggestions, manufacturer and distributor of lead analysis and action.7. Definition of Terms1. Instant noodles per social classerProduct line which consisting of noodles or cooked and partially cooked. Garniture different flavor. Oil and seasoning in the appropriate ratio. Packed in small envelopes. Total containers and packaging in the same Cook without eating more than five minutes.2. Economic recession mea ns bring low economic growth sluggish start trading conditions. Sellers are less Operators to reduce production losses due. Consequences are the termination of employment. 3. Changing consumer behavior meansThat the expression of individuals directly related to the use of products and economic waiter. Process, including decisions affecting expression.Chapter 2 Literature review and previous studies2.1Definition and Features of the autarkic VariablesFor the literatures reviews and related studies part, there are 3 major sections as the followingHealth AwarenessHealth becomes a hot issue for todays talk. There are many reports and news that related to wellness care. People are concern to wellness more than past. As we can see from the product which has sold in the market, they are presented as thoroughgoing product, non-chemical products and many things those were labeled as chemical-free. There are some supermarkets that has organic corner. Moreover a corner in the supermarket, the re are supermarkets those sell only organic food- Whole Food grocery shop. Whole food has dedicate all the store are to organic because there are many customer that want to use organic product as we can see from the sales revenue. The revenue of Whole food has climbed up every year. It has increased by 70% in past 4 year (Fiscal Year 2005 2009, source www.wholefood.com). It means there are many people interested in health more and more. Furthermore this trend is still increasing. costThe study found that instant noodles are a low cost of production is sold on the cheap, but in terms of food quality noodles are semi-successful low nutritional value, if too many consumers will negatively impact the body. Student RMUTT take into written report the price and quality rather than quantity of food. thingumajigConvenience is easy to buy and easy to eat. Instant noodle has convenience as its point of sales. Convenience also means easy to buy.IncomeIncome is money which is paid to the stude nt. It means money that has paid by their parents, by employer of their part time jobs and other ways.2.2 Theories Related to the Independent Variable(s)2.2.1 Health informednessFood safety is an important issue that has shown a thoughtful effect on the consumers behavior in the food industry. Also the growing awareness about health wellness play an important role in influencing the consumers demand for healthy food products. People are concern to health more and more every day. Junk food is suggested not to take too much especially taking balance dietary. Also many organizations campaign health awareness to the public. Regular breakfast eating, physical activity and regular sleep patterns were associated with good Quality of life among early adolescents Chen, 2005. Unhealthy sleep habits are increasing and related to several other behavioral and emotional problems among children Lui et al, 2002. In addition, although protein-energy malnutrition in Thailand has lessened in sever ity over the past 10 years, deficiencies of definite micronutrients, such as iodine, irons, and vitamin A, are still significant. Among the many control and prevention strategies that have been implemented, fortification of industrially processed foods is now emerging as potentially important, since a growing reliance on such foods by the Thai people has arisen due to the countrys rapidly expanding industrialized and cash-based market economy. One such food is the instant noodle, which is acceptable, available, and affordable in Thailand. Woman with high age, high education has positive effect on consumer likelihood to concern on health Wied, 2006.2.2.2 PriceFirst, the noodles manufacturing is facing fierce competition domestically because of rapid move upment of alternative food. The instant noodle market is reaching maturity status, slowing growth. That is to say, operators have to develop new products to spur acquire sentiment. To avoid competition, operators should build a so und brand image and reinforce marketing strategies and brands to increase sales. A large detail of overlap in noodle products should exhort firms to improve their abilities to control costs in order to ensure profits. Moreover, operators should also rely on joint purchases to make do with soaring prices of raw materials. First-tier firms may rely on parent companies resources, while small and medium enterprises on joint-purchases to lower costs. Next the cost of a 55-g package of instant noodles is only 3.50 to 4.00 baht (US$0.14-0.16), whereas one serving of Thai fast food costs at least(prenominal) 10-15 baht (US$ 0.50-0.60). This price increased in October 1996 after remaining at about 3.00 baht (US$0.12) for almost 16 years. The price was previously fixed because of high market competition. Instant noodles are a low-profit-margin product, but they can be distributed to consumers all over the country. While The attitude distribution survey found that the target customers of in stant rice noodle product had attitude types mainly belongs to Reformer and Mainstreamer class. These types of attitude classes had a significant correlation to the product characteristics of sensory quality, added nutrition, convenience and price. Such information could be used for product communication. Moreover in Thailand, the cost of a 55-g package is about 5 baht, whereas one serving of Thai fast food costs at least 20 25 baht. Instant noodles are therefore an affordable dish for people of all socioeconomic levels. And In the United States, the cost of a volumetrical feeder varies widely among US$ 5,000 and 7,000, while that of a ribbon or paddle Blender/mixer varies between US$ 9,000 and 15,000. This equipment, however, may be available locally at lower prices. Next to Instant food become more and more necessity in fast pace ages. Instant noodle and rice etc. are featured as the merits of low price and convenience but the demerits of high-calorie and nutrition shortage. In China, the major consumers of instant noodle can be divided into two categories one is travelers and the other is single youths, such as university students and so on. In China, the price of instant noodle jam-packed with bag is below two Yuan (0.29 USD) and the price of instant noodle packed with bowl is less than four Yuan (0.58 USD). However, the average price of a buffet is more than eight Yuan (1.14 USD) in the monolithic cities in China. In 2008, the sales volumes of Chinese instant noodle, rice and vermicelli were over 5.5 million rafts valued at least 6 billion USD, in which instant noodle accounted for about 95% market share of sales volumes and 90% market share of sales revenues. However The prices of instant noodles have scale up with the increase in the prices of basic material including the main basic material stalk flour. Now the prices of instant noodle have risen to more than Rp 1,000 per 60-68 gram pack. As the latent demand for instant noodles in India is not a ctual or historic sale nor is a latent demand future sale. In fact, latent demand can be either lower or higher(prenominal) than actual sales if a market is inefficient (i.e., not representative of relatively competitive levels). Inefficiencies arise from a number of factors, including the lack of international openness, heathenish barriers to consumption, regulations, and cartel-like behavior on the part of firms. In general, however, latent demand is typically larger than actual sales in a market. Finally, the domestic players hold the advantages of lower cost of production and distribution, competitive retail prices, local knowledge and network, but they are relatively weak in taste, variety, advertising and packaging.2.2.3 ConvenienceThere are many reasons that people eating. Hungry is the basic reason but there are many others. For example want to eat, convenience, follow the colleague. However the reason for eating instant noodle may be a bit different. Nano research found th at the behavior of consumers of instant noodles is I think eating 22.8 percent followed by hungry and 16.3 percent, to save money and 15.6 percent from the behavior of buying instant noodles with various sizes that the inquiry found. As we know that instant noodle is semi-cooked food. One of its sales points is convenience. It aims to be convenience food- ready to cook and ready to eat. Major cooking methods for instant noodle are as below.Tear the packagePut the noodle into a bowlTear all ingredient which contain in the packagePour hot water into the bowlClose the lid search for instant noodle for 3 minutesEnjoy the instant noodleThe waiting time is 3 minutes, the waiting time is faster than cooking or buying the food. Convenience also means easy to buy. Instant noodle can be found in every grocery shop. Not only in papa-mama shop to super hyper store.2.2.4 IncomeInstant noodle in Thailand has known as low price food. It has indicated the economic in Thailand. The index is very fa mous. It is called MAMA Index. This index always converted with economy status. When the index has risen, Thai economic is nearly falling down. Low income people who have money shortage will increase buying instant noodle.2.3 Critical Analysis/Discussion of the Theories Related to the Dependent VariablesKent Wolfe, Marketing Analyst, the University of Georgia stated that purchase decision occurs when the consumer actually makes the purchase. It includes the product, method of payment, package, location of purchase and all other factors that are associated with purchasing the product.2.4 Discussion of the Dependent VariablesThis step is directly influenced by marketers. If the marketing campaign was effective, consumers purchase the product. Marketers have an impact on this portion of the process by their interaction with consumers. Advertising directly impacts the purchase decision by stimulating consumers awareness of a need, providing relevant product information and helping them evaluate the product and derive that this is their best purchase option.2.5 Relationship of the independent variable to the Dependent variable.Research indicate that consumers will step behavior of instant noodles are consumed.When student demand to eat instant noodlesStudent will demand to buy noodles semiFinished form and the purchasing behaviorStudent to compare the suitability of the priceAnd some student will consider the nutritional valueAnd these factors will result in Instant noodle consumption Behaviorof RMUTT Students2.6 Previous StudiesNano Search company, study about the behavior of instant noodles were consumed. The sample is 48.0 percent male and 52.0 percent female, age range can be classified into 3 age range is 18-25 years old accounted for 63.0 percent age 26-35 years accounted for 34.5 percent and over 35. in percentage 2.5 respectively of the sample income not exceeding 10,000 baht per cent 36.0 Income 10,001 15,000 baht per cent 28.5 and more than 15,000 percen t 35.5 for education degree Most degree 93.0 percent respectively, followed. Education Secondary School. / Secondary and Vocational / associate professionals, respectively, private companies and 64.0 per cent to group students accounted for 17.5 percent. The study of the behavior of consumers of instant noodles that In the reasons for eating instant noodles found a reason to eat it. I think eating 22.8 percent respectively, followed by hungry and 16.3 percent, to save money and 15.6 percent from the behavior of buying instant noodles with various size that the inquiry found. Consumers have to buy popular instant noodle. Pack a small 46.0 percent and buy a big bag. 24.0 percent and buy a pack (envelope) of 24.0 per cent share at the same sit to buy instant noodles at a regular place to buy it. Revealed that location was purchased by the majority is convenience store, such as 7-11 as 54.0 percent respectively, followed. Department store retail / wholesale (District Councils Departmen t Store) as Lotus, Big C, , etc. representing 14.5 percent of the retail and online stores. Percentage 13.5, respectively, for the cost of buying instant noodles per month, it was found that the cost to purchase per month, approximately up to 50 per month, per cent 46.0 and more than 100 Baht percent per month. And from 31.0 to inquire about purchasing behavior of consumers of instant noodles that With the behavior. Buy the original brand new taste, but each time a purchase. Percent. 53.0 respectively, followed. The behavior of purchasing brand new But taste is taste the same. Percent. 20.0 and for the need to have instant noodles at home always on them. Consumers see that Necessary to have instant noodles on the house always 68.0 percent and 32.0 percent, only to see that not only have to have instant noodles in the house on the important factors in decisions to buy instant noodles, it was found that the main factor. The good taste / smell / taste 24.9 percent respectively, followe d. The advertising media. 10.3 per cent and can be purchased easily Available online.6.9 percent and the appropriate subject of inquiry in terms of quality and price to buy instant noodle. Found that most consumers agree on the appropriate price and quality of the noodle-half years at Sam Century Direct sales in general and the reason for that. Affordable quality that consumers price was good / not expensive and 58.1 percent full power good 12.9 percent.3.2 Conceptual Framework sexualityHealth AwarenessIntent to purchase instant noodle of RMUTTstudentPriceConvenienceIncome of the student3.3 Research HypothesisHo1- There is no relationship between intentions to purchase instant noodle of RMUTT Students toward gender.Ha1- There is relationship between intentions to purchase instant noodle of RMUTT Students toward gender.Ho2- There is no relationship between intentions to purchase instant noodle of RMUTT Students toward price.Ha2- There is relationship between intentions to purchase in stant noodle of RMUTT Students toward price.Ho3- There is no relationship between intentions to purchase instant noodle of RMUTT Students toward convenience.Ha3- There is relationship between intentions to purchase instant noodle of RMUTT Students toward convenience.Ho4- There is no relationship between intentions to purchase instant noodle of RMUTT Students toward income.Ha4- There is relationship between intentions to purchase instant noodle of RMUTT Students toward income.Ho5- There is no relationship between intentions to purchase instant noodle of RMUTT Students toward health awareness.Ha5- There is relationship between intentions to purchase instant noodle of RMUTT Students toward health awareness.3.4 Operationalization of the Independent and Dependent VariablesDependent variableNominal DefinitionOperational DefinitionLevel of Measurementbuying DecisionAction occurred when the consumer actually makes the purchase.Consumers decide to buy CP ready meal product.Interval home bas eDimensions (X)(Conceptual Definition)(Operation Definition)Level of MeasurementHealth AwarenessBeing aware of how your body looks and feels and what is normal for you and to notice any changes.Scoring on consumers health awareness by using questionnaire to be evaluated by Likert ScaleInterval ScalePricePrice of instant foodPrice is lowOrdinal ScaleConvenienceEasy to buy and easy eatProduct can be found easilyInterval ScaleProduct can be eaten easilyInterval ScaleIncomeMoney received, especially on a regular basis, for work or through investmentsDivide into two group1) Less than 6,0002) More than 6,000Ordinal Scale