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Purchasing behavior of growing-up milk powder

The milk powder industry has expanded extensively during the last decade and has been constantly being improved. For instance, in the children's milk powder category, age segmentation has been introduced by some milk companies. Thus, an attempt to understand the milk powder purchasing behavior...

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Main Author: Chan, Chui Yen
Format: Thesis
Language:English
English
Published: 2000
Subjects:
Dairy Products
Online Access:http://psasir.upm.edu.my/id/eprint/77887/1/t%20GSM%202000%2010%20%281900118377%29.pdf
http://psasir.upm.edu.my/id/eprint/77887/
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spelling my.upm.eprints.778872020-09-04T02:12:08Z http://psasir.upm.edu.my/id/eprint/77887/ Purchasing behavior of growing-up milk powder Chan, Chui Yen The milk powder industry has expanded extensively during the last decade and has been constantly being improved. For instance, in the children's milk powder category, age segmentation has been introduced by some milk companies. Thus, an attempt to understand the milk powder purchasing behavior among parents will be beneficial to marketers in order to implement effective marketing strategies. A total of 128 respondents have participated in the research, out of which 115 of their child consumed milk powder. A majority of the respondents were SPM/STPM holders, living in the Klang Valley. The research examines the aspects of brand selection, factors affecting the change of milk powder and evaluates the importance of age segmented milk powders among parents. In addition, the role of advertisement in influencing purchasing decision is also being looked into. Nonetheless, for children who do not consume milk powder, an analysis is carried out to determine the causes. Using the Bivariate Correlation Analysis - Spearman's Rho, brand loyalty among consumers is examined. Results show that there is a high possibly that children aged 3 to 7 will continue using the same brand when the change of milk powder occurs. Another statistical method being employed is the Chi-square Tests. This method presents the results of the relationship between family income and spending on milk powder. Lastly, it is also used to evaluate if there is a relationship between the age of child and brand loyalty. However, findings suggest that there is no significant relationship between the two in both areas of concern. 2000-09 Thesis NonPeerReviewed text en http://psasir.upm.edu.my/id/eprint/77887/1/t%20GSM%202000%2010%20%281900118377%29.pdf Chan, Chui Yen (2000) Purchasing behavior of growing-up milk powder. Masters thesis, Universiti Putra Malaysia. Dairy Products English
institution Universiti Putra Malaysia
building UPM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Putra Malaysia
content_source UPM Institutional Repository
url_provider http://psasir.upm.edu.my/
language English
English
topic Dairy Products
spellingShingle Dairy Products
Chan, Chui Yen
Purchasing behavior of growing-up milk powder
description The milk powder industry has expanded extensively during the last decade and has been constantly being improved. For instance, in the children's milk powder category, age segmentation has been introduced by some milk companies. Thus, an attempt to understand the milk powder purchasing behavior among parents will be beneficial to marketers in order to implement effective marketing strategies. A total of 128 respondents have participated in the research, out of which 115 of their child consumed milk powder. A majority of the respondents were SPM/STPM holders, living in the Klang Valley. The research examines the aspects of brand selection, factors affecting the change of milk powder and evaluates the importance of age segmented milk powders among parents. In addition, the role of advertisement in influencing purchasing decision is also being looked into. Nonetheless, for children who do not consume milk powder, an analysis is carried out to determine the causes. Using the Bivariate Correlation Analysis - Spearman's Rho, brand loyalty among consumers is examined. Results show that there is a high possibly that children aged 3 to 7 will continue using the same brand when the change of milk powder occurs. Another statistical method being employed is the Chi-square Tests. This method presents the results of the relationship between family income and spending on milk powder. Lastly, it is also used to evaluate if there is a relationship between the age of child and brand loyalty. However, findings suggest that there is no significant relationship between the two in both areas of concern.
format Thesis
author Chan, Chui Yen
author_facet Chan, Chui Yen
author_sort Chan, Chui Yen
title Purchasing behavior of growing-up milk powder
title_short Purchasing behavior of growing-up milk powder
title_full Purchasing behavior of growing-up milk powder
title_fullStr Purchasing behavior of growing-up milk powder
title_full_unstemmed Purchasing behavior of growing-up milk powder
title_sort purchasing behavior of growing-up milk powder
publishDate 2000
url http://psasir.upm.edu.my/id/eprint/77887/1/t%20GSM%202000%2010%20%281900118377%29.pdf
http://psasir.upm.edu.my/id/eprint/77887/
_version_ 1677782994719342592
score 13.211869

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