Determinants of Frozen Food Purchase Intentions : Insights from a Developing Country
DOI:
https://doi.org/10.17010/ijom/2017/v47/i7/116476Keywords:
Frozen Food
, Change Seeking Traits, Purchase Intentions, Multi-Group ModerationPaper Submission Date
, June 14, 2016, Paper sent back for Revision, November 1, Paper Acceptance Date, June 5, 2017.Abstract
This study highlighted the role of knowledge about frozen foods and focused on what traits will change consumers' intentions toward frozen food purchases. Further, it analysed how consumer attitudes toward frozen food acted as a mediator and family structure acted as a moderator in the relationships between knowledge of frozen food products, change seeking traits, and frozen food purchase intentions. Data was collected through a questionnaire based on adopted scales, and the sample consisted of 279 frozen food customers of branded and non-branded stores in Multan District, Pakistan. Exploratory factor analysis, confirmatory factor analysis, and multi-group moderation were conducted to provide statistical evidence for hypotheses. Knowledge about frozen foods and change seeking traits were found significant in predicting frozen food purchase intentions directly and through mediation. Additionally, family structure was found to be a significant moderator of the hypothesized path between attitude towards frozen food and frozen food purchase intentions. This study is the only one of its kind and helps to demystify frozen food purchase behaviour of consumers in a developing country like Pakistan, especially, in light of a changing social phenomenon, that is, shifting of joint family systems to nuclear family structures.Downloads
Downloads
Published
How to Cite
Issue
Section
References
Aidrus, T. (2011, February 1). 10 things I hate about the joint-family system . The Express Tribune. Retrieved from http://tribune.com.pk/story/110107/10-things-i-hate-about-the-joint-family-system/
Ailawadi, K.L., Neslin, S.A., & Gedenk, K. (2001). Pursuing the value-conscious consumer: Store brand versus national brand promotions. Journal of Marketing, 65(1), 71-89. DOI : http://dx.doi.org/10.1509/jmkg.65.1.71.18132
Ajzen, I. (1991). The theory of planned behaviour. Organizational Behaviour and Human Decision Processes, 50 (2), 179-211.DOI: 10.1016/0749-5978(91)90020-T
Alba, J. W. (1983). The effects of product knowledge on the comprehension, retention, and evaluation of product information. Advances in Consumer Research, 10, 577-580.
Ariyawardana, A., & Prathiraja, P.H.K. (2003). Impact of nutritional labeling on consumer buying behaviour. Sri Lankan Journal of Agricultural Economics, 5 (1), 35 - 46.
Assaker, G., Vinzi, V. E., & O'Connor, P. (2011). Examining the effect of novelty seeking, satisfaction, and destination image on tourists return pattern: A two factor non linear latent growth model. Tourism Management, 32 (4), 890- 901.doi: 10.1016/j.tourman.2010.08.004
Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of Academy of Marketing Science, 16 (1), 74 - 94. doi: 10.1007/BF02723327
Baron, R. M., & Kenny, D. A. (1986). The moderator-mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51, 1173 -1182.
Belch, G. E., & Belch, M.A (1998). Advertising and promotion: an integrated marketing communications perspective (4ed.) Irwin: McGraw-Hill.
Bughin, J., Doogan, J., & Vetvik, O. J. (2010). A new way to measure word-of-mouth marketing. McKinsey Quarterly, 3 (2), 113 - 116.
Campbell, M.C., & Goodstein, R.C, (2001). The moderating effect of perceived risk on consumers’ evaluations of product incongruity: Preference for the norm. Journal of Consumer Research, 28, 439 - 449.doi:10.1086/323731
Cloninger, C.R., Svrakic, D.M., & Przybeck, T.R. (1993). A psychobiological model of temperament and character. Archives of General Psychiatry, 50 (12), 975 - 990. doi: 10.1001/archpsyc.1993.01820240059008
David, B., Suniti, P., & Amalendu, J., (2012). Product-knowledge, ethnocentrism and purchase intentions: COO study in India. NMIMS Management Review, 22, 59 - 81.
Edwards, J. R., & Lambert, L. S. (2007). Methods for integrating moderation and mediation: A general analytical framework using moderated path analysis. Psychological Methods, 12, 1 - 22. doi : http://dx.doi.org/10.1037/1082-989X.12.1.1
Euromonitor International. (2014, November). Global market research and analysis for industries, countries, and consumers . Frozen processed food in Pakistan. Retrieved from http://www.euromonitor.com/frozen-processed-food-in-pakistan/report
Fabrigar, L. R., & Petty, R. E. (1999). The role of the affective and cognitive bases of attitudes in susceptibility to affectively and cognitively based persuasion. Personality and Social Psychology Bulletin, 25, 91-109. doi: 10.1177/0146167299025003008
Feldman, R. S. (2012). Understanding psychology. Retrieved from https://books.google.com.pk/books/about/Understanding_Psychology.html?id=PyFwMgEACAAJ
Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention and behaviour : An introduction to theory and research. Reading: Addison-Wesley.
Fiske, D.W., & Maddi, S. R. (1961). Functions of varied experience. Homewood : Dorsey Press.
Flynn, L., & Goldsmith, R. (1999). A short, reliable measure of subjective knowledge. Journal of Business Research, 46, 57- 66.doi: 10.1016/S0148-2963(98)00057-5
Fornell, C., & Larcker, D.F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18 (1), 39-50. doi: 10.2307/3151312
Fragaszy, D. M., & Mason, W. A. (1978). Response to novelty in Saimiri and Callicebus: Influence of social context. Primates, 19 (2), 311- 331.doi: 10.1007/BF02382800
Gordon, R., & Foxall, G. R. (1993). Situated consumer behaviour : A behavioural interpretation of purchase and consumption. Research in Consumer Behaviour , 3, 383 - 414.
Gray, J. A. (1987). Perspectives on anxiety and impulsivity: A commentary. Journal of Personality Research, 21, 493 - 509.
Grewal, D., Krishnan, R., Baker, J., & Borin, N. (1998). The effect of store name, brand name, and price discounts on consumer’s evaluations and purchase intentions. Journal of Retailing, 74 (3), 331- 352.doi:10.1016/S0022-4359(99)80099-2
Harun, A., Bledram, N. A. A. R., Suki, N. M., & Hussein, Z. (2012). Why customers dont buy counterfeit of luxury brands? Understanding the effects of personality: Perceived quality and attitude on unwillingness to purchase. Labuan e-Journal of Muamalat and Society, 6, 14 - 29.
Hidayat, A., Hema, A., & Diwasasri, A. H. A. (2013). Factors influencing attitudes and intention to purchase counterfeit of luxury brands among Indonesian consumers. International Journal of Marketing Studies, 5 (4), 143 - 151. http://dx.doi.org/10.5539/ijms.v5n4p143
Inman, J. J. (2001). The role sensory specific satiety in attribute level variety seeking. Journal of Consumer Research, 28 (1), 105 - 120. DOI: 10.1086/321950
Jayanthi, M. (2015). Consumers' awareness towards organic food products in Coimbatore District. Indian Journal of Marketing, 45(12), 7- 23. doi:10.17010/ijom/2015/v45/i12/83996
Kakati, R. P., & Ahmed, S. (2015). Dynamics of family role structure in consumer behaviour. Indian Journal of Marketing, 46 (6), 51 - 61. doi:10.17010/ijom/2016/v46/i6/94846
Kallgren, C. A., & Wood, W. (1986). Access to attitude-relevant information in memory as a determinant of attitude-behaviour consistency. Journal of Experimental Social Psychology, 22, 328 - 338.
Lopata, H.Z.(1973). Marriages & families. Retrieved from http://www.pearsonhighered.com/assets/hip/us/hip_us_pearsonhighered/samplechapte r/0205735363.pdf
Loranger, A.W., Jance, A., & Sartorius, N. (1997). Assessment and diagnosis of personality disorders. Cambridge: Cambridge University Press.
Loyd, H. B., & Gressard, P. C. (1986). Gender and amount of computer experience of teachers in staff development programme: Effects of computer attitudes and perceptions of usefulness of computers. Association of Education System Journals, 19 (4), 302 - 311.
Lynn, L., & Snyder, C. R. (2002). Uniqueness seeking. In C. R. Snyder, and S. J. Lopez (Ed.), Handbook of positive psychology. New York, NY : Oxford University Press.
MacKinnon, D. P., Lockwood, C. M., & Williams, J. (2004). Confidence limits for the indirect effect: Distribution of the produce and resampling methods. Multivariate Behavioural Research, 39, 99 - 128.doi: 10.1207/s15327906mbr3901_4
Mary, A., M. & Paul, M. (1967). The need for novelty: A comparison of six instruments. The Psychological Record, 17(2), 177 - 182.
Nordin, N. (2009). A study on consumers' attitude towards counterfeit products in Malaysia. Retrieved from http://repository.um.edu.my/846/1/CGA070109.pdf
Osborne, C., & McLanahan, S. (2007). Partnership instability and child well-being. Journal of Marriage and Family, 69 (4), 1065 - 1083.DOI: 10.1111/j.1741-3737.2007.00431
Peterson, R. (2009, May 1). Families first - Keys to successful family functioning: Family roles. Virginia Cooperative Extension. Retrieved from http://www.pubs.ext.vt.edu/350/350-093/350-093.html
Preacher, K. J., & Hayes, A. F. (2004). SPSS and SAS procedures for estimating indirect effects in simple mediation models. Behaviour Research Methods, Instruments, and Computers, 36, 717 - 731. DOI 10.3758/BF03206553
Rolls, B.J., Rolls, E. T., Rowe, E. A., & Sweeney, K. (1981). Sensory specific satiety in man. Physiology and Behaviour , 27(1), 137-142. doi:10.1016/0031-9384(81)90310-3
Shepherd, R., & Stockley, L. (1987). Nutrition knowledge, attitudes, and fat consumption. Journal of the American Dietetic Association, 87(5), 615 - 619.
Sobel, M. E. (1982). Asymptotic intervals for indirect effects in structural equations models. In S. Leinhart (Ed.), Sociological methodology (pp. 290 - 312). San Francisco: Jossey - Bass.
Solanki, S., & Sheth, H. J. (2015). Healthy food selection: The role of nutritional information of packaged foods on consumers’ purchase intentions. Indian Journal of Marketing, 45(9), 37-54. doi:10.17010/ijom/2015/v45/i9/79807
Steenkamp, J.- B.E.M., & Baumgartner, H. (1998). Assessing measurement invariance in cross-national consumer research. Journal of Consumer Research, 25 (1), 78 - 90. DOI: 10.1086/209528
Swinyard, W. R., Rinne, H., & Kau, A. K. (1990). The morality of software piracy: A cross-culture analysis. Journal of Business Ethics, 9 (8), 655-664. DOI 10.1007/BF00383392
Towler, G., & Shepherd, R. (1992). Application of Fishbein and Ajzen’s expectancy-value model to understanding fat intake. Appetite, 18(2), 15 - 27.doi:10.1016/0195-6663(92)90207-M
Vaughn, R. (1980). How advertising works : A planning model. Journal of Advertising Research, 20 (5), 27- 33.
Wardle, J., Steptoe A., & Oliver G., (2000). Stress, dietary restraint and food intake. Journal of Psychosomatic Research, 48, 195 - 202.doi:10.1016/S0022-3999(00)00076-3
Yi, Y., & Jeon, H. (2003). Effects of loyalty programs on value perception, program loyalty and brand loyalty. Journal of the Academy of Marketing Science, 31 (3), 229 - 240. doi: 10.1177/0092070303031003002
Zuckerman, M. (1994). Behavioural expressions and biosocial expressions of sensation seeking. Cambridge: Cambridge University Press.
