||Domestic Brand Name Handbag or International? An Investigation into the Antecedents Influencing Women’s Purchasing Preference in Thailand
||Domestic Brand Name Handbag or International? An Investigation into the Antecedents Influencing Women’s Purchasing Preference in Thailand
||Institute of International Management (IIMBA--Master)
Perceived product value
Perceived product quality
Perceived price difference
Purchase decision maker
Multinomial logistic regression
This research proposes the study of female consumer in Bangkok, Thailand views of domestic versus international branded handbag products. The experiment used perceived product value, perceived product quality, perceived sacrifice, perceived price difference, intrinsic motivation, and purchase decision maker as factors that possibly have influence with purchase decision choice. A discrete choice modeling approach is used to address the operational challenges of incorporating behavioral elements choice analysis. The quantitative method was adopted by means of structured questionnaire and sample of female consumers (n=442) responses were collected. Moreover, a multinomial logistic model is the appropriate model to gain deeper understanding in comparative way of what persuade female consumers to choose brand name handbag among domestic brand and international brand including low, middle, and high-end.
This study shows that all of factors excluding purchase decision maker have significant influence with female consumer’s purchase decision choice so the marketers or manufacturers of three product classifications should be concerned about these factors. Furthermore, some of demographic variables of consumers such as consumer’s purchase experience (latest purchase decision) and total number of brand name handbag that the consumers owned also show significant effects in this research.
TABLE OF CONTENTS III
LIST OF TABLES VII
LIST OF FIGURES IX
CHAPTER ONE INTRODUCTION 1
1.1 Research Background and Motivations. 1
1.2 Research Objectives and Contributions. 4
1.3 Scope of Research. 6
1.4 Research Procedure. 7
1.5 Structure of the Study. 7
CHAPTER TWO LITERATURE REVIEW 9
2.1 Theoretical Background: Purchase Decision Process Theory. 9
2.2 The Importance of Brand in Consumer’s Choice Behavior. 12
2.3 Definition of Independent Variable. 13
2.3.1 Perceived Product Value. 13
2.3.2 Perceived Product Quality. 14
2.3.3 Perceived Sacrifice. 16
2.3.4 Perceived Price Difference. 17
2.3.5 Intrinsic Motivation. 18
2.3.6 Purchase Decision Maker. 19
2.4 Definition of Dependent Variable. 20
2.4.1 Purchase Decision. 20
2.5 Developments of Research Hypotheses. 21
2.5.1 The Relationship between Perceived Product Value and Purchase Decision. 21
2.5.2 The Relationship between Perceived Product Quality and Purchase Decision. 22
2.5.3 The Relationship between Perceived Sacrifice and Purchase Decision. 24
2.5.4 The Relationship between Perceived Price Difference and Purchase Decision. 25
2.5.5 The Relationship between Intrinsic Motivation and Purchase Decision. 26
2.5.6 The Relationship between Purchase Decision Maker and Purchase Decision. 27
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 29
3.1 Conceptual Framework. 29
3.2 Research Variables and Construct Measurement. 30
3.2.1 Perceived Product Value. 30
3.2.2 Perceived Product Quality. 32
3.2.3 Perceived Sacrifice. 32
3.2.4 Perceived Price Difference. 33
3.2.5 Intrinsic Motivation. 34
3.2.6 Purchase Decision Maker. 34
3.2.7 Purchase Decision. 35
3.2.8 Personal Information. 35
3.3 Research Hypotheses. 35
3.4 Questionnaire Design. 36
3.5 Sampling Plan and Data Collection Procedure. 36
3.6 Data Analysis Procedure. 39
3.6.1 Descriptive Analysis. 39
3.6.2 Purification and Reliability Analysis. 39
3.6.3 Interrelation between Research Variables. 40
CHAPTER FOUR RESEARCH RESULTS 43
4.1 Data Collection. 43
4.2 Descriptive Analysis. 44
4.2.1 Characteristics of the Respondents. 44
4.2.2 Descriptive Statistics of Categorical Variables. 47
4.2.3 Measurement Results for Relevant Research Variables. 48
4.3 Factor Analysis and Reliability Test. 55
4.3.1 Perceived Product Value. 55
4.3.2 Perceived Product Quality. 57
4.3.3 Perceived Price Difference. 59
4.3.4 Perceived Sacrifice. 61
4.3.5 Intrinsic Motivation. 62
4.4 Multinomial Logistic Regression. 63
4.4.1 Multinomial Logistic Regression Significance Test. 63
4.4.2 Multicollinearity Test. 77
4.5 Analysis of Variance. 78
4.5.1 ANOVA Analysis of Research Constructs. 79
4.5.2 ANOVA Analysis of Purchase Decision Choice and Demographics. 80
4.6 Common Method Variance. 83
CHAPTER FIVE CONCLUSION AND RECOMMENDATIONS 84
5.1 Research Conclusions and Findings. 84
5.2 Research Implications and Contributions. 88
5.2.1 Academic Implication. 88
5.2.2 Managerial Implication. 89
5.3 Research Limitations and Future Directions. 90
Appendix 1: Questionnaire (English) 104
Appendix 2: Questionnaire (Thai) 112
Appendix 3: Multinomial model which has factors and other categorical variables as predictors; after remove insignificant variables. 120
Appendix 4: Multinomial model which has factors, demographics and other categorical variables as predictors; after remove insignificant variables. 121
Appendix 5: Model Summary; after remove insignificant variables 123
Appendix 6: Classification Table; after remove insignificant variables 123
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