臺灣博碩士論文加值系統

The degree of differentiation between brands of low involvement products is very low. Looking at the product cues is the only way that consumer can distinguish the difference between one brand with another. This study investigated the effect of different consumer profiles on their buying behavior or preferences when choosing low-involvement products. This research involved a survey of 283 consumers that took place in Jakarta, Indonesia over the period of June to October 2009. The result shows that consumers with different level of income or have different level of occupation are looking at different product cues when choosing a product. Lower income and lower occupation level consumers are highly affected by price and price promotions and they’re willing to sacrifice brand name or quality for cheaper product. On the opposite side, higher income and higher occupation level consumers are focusing more on brand name and quality when making their purchase. The do not see price as an important determining factor

Content
Cover Page 1
Acknowledgement 2
Abstract 3
List of Tables and figure 7
Chapter 1: Introduction 8
1.1 Research Background 8
1.1.2 Importance of Fast Moving Consumer Goods 8
1.1.2 Importance of consumer profile on purchasing behavior 10
1.2 Research Questions 10
1.3 Research Objective 11
Chapter 2: Literature review 12
2.1 Consumer Buying Behavior 12
2.1.1 Buying Process 14
2.2 Fast Moving Consumer Goods (FMCG) 16
2.2.1 Consumers’-to-product involvement 16
a. Low Involvement Goods 18
b. High Involvement Goods 19
2.3 Extrinsic and Intrinsic Cues 20
2.3.1 Price 21
Price Consciousness 22
2.3.2 Brand 23
Brand Awareness 23
Brand Loyalty 24
Measuring Brand Loyalty 25
Repeat Buying 26
2.4 Relationship stages of consumer’s consumption with brand loyalty 27
2.5 Perceived Value 28
2.5.1 Perceived Product Quality 29
2.5.2 Perceived Risk 30
2.6 Relationship between Extrinsic Cues with perceived value 31
2.7 Advertising 31
2.7.1 Word-of-Mouth 33
2.8 Consumer Profile 34
2.8.1 Gender 35
2.8.2 Age 36
2.8.3 Social Class 37
Chapter 3: Data Collection Method 39
3.1 Experimental Design 39
3.2 Samples 39
3.3 Operational and measurement variable 40
3.4 Data Analysis Method 42
3.5 Hypothesis 42
Chapter 4: Result and Discussion 44
Chapter 5: Conclusion 54
5.1 Conclusions 54
5.2 Limitations and Future Study Suggestion 55
References 56

Appendix:
A: Survey Questions 62
B: Survey Result 65


Table of Figures and Tables

Page number
Figure 1. Buying process chart 14
Table 1. Demographic dimension for segmenting consumer markets 35
Table 2. Percentage of responses classified in their own groups and subgroup 41
Table 3. Age * Q1 Cross tabulation 45
Table 4. Income * Q1 Cross tabulation 45
Table 5. Occupation * Q2 Cross tabulation 46
Table 6. Income * Q3 Cross tabulation 47
Table 7. Occupation * Q3 Cross tabulation 47
Table 8. Age * Q4 Cross tabulation 48
Table 9. Income * Q4 Cross tabulation 48
Table 10. Occupation * Q5 Cross tabulation 49
Table 11. Age * Q5 Cross tabulation 49
Table 12. Gender * Q5 Cross tabulation 50
Table 13. Occupation * Q6 Cross tabulation 50
Table 14. Gender * Q7 Cross tabulation 51
Table 15. Discretionary Income * Q7 Cross tabulation 51
Table 16. Income * Q7 Cross tabulation 52

‧Allan, K and Coltrane, S. (1996) Gender displaying television commercials: A comparative study of television commercials in the 1950s and the 1980s. Sex Roles 35. 185–204.
‧Allenby, Greg, M and Rossi, P. E. (1991) Quality Perceptions and Asymmetric
Switching Between Brands. Marketing Science 10 (3):185-204.
‧Beatty, SE. and Smith, SM. (1987) External Search Effort: An Investigation Across Several Product Categories. Journal of Consumer Research 14 (1987): 83-95.
‧Biswas, A., and Blair, E. A. (1991) Contextual Effects of Reference Prices in Retail Advertisements. Journal of Marketing, 55, 1-12.
‧Boulding,W., Karla, A., Staelin, R. and Zeithaml, VA. (1993) A dynamic process model of service quality: From expectations to behavioral intentions. Journal of Marketing Research, 30, 7-27.
‧Brennan, L and Mavondo, F. (2000) Involvement: an unfinished story; Proceedings of the ANZMAC Conference, Gold Cost.
‧Burnkrant, R., and Sawyer, A. (1983) Effects of Involvement and Message Content on Information Processing Intensity. Harris R. editor. Information Processing Research in Advertising. Hillsdale. NJ: Erlbaum
‧Carman, JM. (1990) Consumer perceptions of service quality: An assessment of the SERVQUAL dimensions. Journal of Retailing, 66(l), 33-55.
‧Celsi, Richard L. and Jerry C. Olson. (1988) The Role of Involvement in Attention and Comprehension Processes. Journal of Consumer Research, 15(2), 210-224.
‧Chaiken, S. (1980) Heuristic Versus Systematic Information Processing and the Use of Source Versus Message Cues in Persuasion. Journal of Personality and Social Psychology 39, 752-756.
‧Chaudhuri, A. (2000) A macro analysis of the relationship of product involvement and information search: the role of risk. Journal of Marketing Theory and Practice, Winter, 1-15.
‧Chiarelli, N. (2006) The global rise of word of mouth. Brand Strategy, October, 42-43.
‧Cronin, JJ and Taylor, SA (1992) Measuring service quality: a reexamination and extension. Journal of Marketing, 56, 55-58.
‧Deighton, J, Henderson, C. M. and Neslin, S. A. (1994) The Effects of Advertising on Brand Switching and Repeat Purchasing. Journal of Marketing Research, Vol. 16, 28-43.
‧Erickson, G., and Johansson, J. (1985) The role of price in multi-attribute product evaluations. Journal of Consumer Research, 12(2), 195-199.
‧Fader, P.S and Lattin, J.M. (1993) Accounting for Neterogeneity and Nonstationarity in a Cross-Sectional Model of Consumer Purchase Behavior Marketing Science 12.3. 317.
‧Fairclough, N. (2001) The Discourse of New Labour: Critical Discourse Analysis. In M. Wetherell, S. Tayor and S.J. Yates (eds) Discourse as Data (pp. 229–66). London: Sage.
‧Fong, J and Burton, S. (2006) Electronic word-of-mouth: A comparison of stated and revealed behavior on electronic discussion boards. Journal of Interactive Advertising, 6(2), 61-70.
‧Gensch, Dennis H. and Rajshekhar G. Javalgi (1987) The Influence of Involvement on Disaggregate Attribute Choice Models, Journal of Consumer Research, 14, 71-81.
‧Goffman, Erving (1974) Frame Analysis: An Essay on the Organization of Experience, New York: Harper & Row.
‧Goldsmith, R and Horowitz, D. (2006) Measuring motivations for online opinion seeking. Journal of Interactive Advertising, 6(2), 1-16.
‧Guadagni, P.M and Little, J.D.C. (1983) A Logic Model of Branch Choice Calibrated on Scanner Data, marketing Science 2, 3, 203-238.
‧Greenwald, A.G and Leavitt, C. (1984) Audience Involvement in Advertising: Four Levels. Journal of Consumer Research, 11, 581-592.
‧Heckler, S. E and Childers. T. L. (1992) The role of expectancy and relevancy in memory for verbal and visual information: What is incongruency? Journal of Consumer Research, 18,475–492.
‧Holbrook, MB and Corfman, KP (1985) Quality and value in the consumption experience.
‧Holman, R.H. (1981) Apparel as communication, Symbolic Consumer Behavior, 7-15.
‧Hoyer, W.D. (1984) An Examination of Consumer Decision Making for a Common Repeat Purchase Product. Journal of Consumer Research 11, 822–829.
‧Jacoby, J. and Chestnut, R.W., (1978) Brand Loyalty: Measurement and Management. New York: John Wiley and Sons.
‧Jacoby, J., Chestnut, R.W. and Fisher, W.A. (1977) A Behavioral Process Approach to Information Acquisition in Nondurable Purchasing 15.4. 532-544.
‧Kardes, F.R. (1999) Consumer Behavior: Managerial Decision Making, Addison-Wesley, Reading, MA.
‧Katz, E and Lazarsfeld, P. F. (1955) Personal Influence. Glencoe, IL: Free Press.
‧Krishnamurthi, L. and Raj. S.P., (1991) An Empirical Analysis of relationship Brand Loyalty and Consumer Price Elasticity. Marketing science 10, 2.172-183.
‧Krugman, H. E. (1967) The Measurement of Advertising Involvement. Public Opinion Quarterly, 30, 583-596.
‧Lawson, B., B. B. Tyler, et al. (1999) Antecedents and consequences of social capital on buyer performance improvement. Journal of Operations Management.
‧Lee M. and Y. C. Lou. (1996) Consumer Reliance on Intrinsic and Extrinsic Cues in Product Evaluations: A Conjoint Approach. Journal of Applied Business Research (12:1), 21-29.
‧Levy, J.M. and Maheswaran, D. (1991) Exploring differences in males’ and females’ processing strategies. Journal of Consumer Research, 63-70.
‧Lichtenstein, D. R., Ridgway, N. M., and Netemeyer, R. G. (1993) Price perception and consumer shopping behavior: a field study. Journal of Marketing Research, 30(2), 234-245.
‧Llusar, JCB, Zornoza, CC and Tena, ABE (2001) Measuring the relationship between firm’s perceived quality and customer satisfaction and its influence on purchase intentions. Total Quality Management, 12 (6), 719-734.
‧May, F. E. (1986) The Effect of Social Class on Brand Loyalty. California Management Issue. 14, 000001; ABI/INFORM COMPLETE ARCHIVE pg: 81
‧Mitchell, AA. (1979-1980) Involvement: A Potentially Important Mediator of Consumer Behavior, in Advances in Consumer Behavior, William Wilkie, ed., Association for Consumer Research. Ann Arbor, MI, 191-196.
‧Monroe, K. B. (1973) Buyers'' Subjective Perceptions of Price. Journal of Marketing Research, 5, 70-80.
‧Monroe, K. B. (1984) Theoretical and Methodological Developments in Pricing. Advances in Consumer Research, 11, 636-637.
‧Monroe, K. B. (1990) Pricing Making Profitable Decisions. New York: McGraw-Hill Pub. Co.
‧Monroe, KB and Krishman, R (1985) The effects of price on subjective product evaluations, in Perceived Quality J. Jacoby and J. Olson (Eds). Lexington: Lexington Books, 209- 232.
‧Monroe, Kent B. and Susan M. Petroshius (1981) Buying Perception of Price: An Update of the Evidence. Perspectives in Consumer Behavior, 3rd ed., H Kassarjian and T. S. Robertson, eds. Glenview, IL: Scott, Foresman and Company, 43-55.
‧Parasuraman, A., Zeithaml, V and Berry, L (1996) The behavioral consequences of service quality. Journal of Marketing, 60, 31-46. Product Evaluations. Advances in Consumer Research, 14(1), 193-197.
‧Percy, Larry and Rossiter, John, R. (1986-1998) A Model of Brand Awareness and Brand Attitude Advertising Strategies. Psychology and Marketing; July 1992; 9, 4; ABI/INFORM Archive complete pg.23
‧Petty, R. E. and Cacioppo, J. T. (1981) Issue Involvement as a Moderator of the Effects on Attitude of Advertising Content and Context. Advances in consumer Research, 8, 20-24.
‧Phillips, M. (1996) Selling by evoking what defines a generation, Wall Street Journal B1, B7.
‧Richins, M. L. and Bloch, P. H. (1986) After the New Wears Off: The Temporal Context of Product Involvement. Journal of Consumer Research, Vol.13, 280-285.
‧Roest H and Pieters R. (1997) The nomological net of perceived service quality. International Journal of Service Industry Management, 8 (4), 336-351.
‧Rust, RT and Oliver, RL. (1994) Service quality: insights and managerial implications from the frontier in Service Quality: New Directions in Theory and Practice, Rust R & Oliver R (Eds),. Thousand Oaks, CA, SAGE Publications, 1-19.
‧Spaeth, Jim (1993) Brand Equity and Advertising: Lessons from Jimi Hendrix. Advertising Research Foundation.
‧Sugiyono (2004) Business research method. (7th ed.). Bandung: Alpabeta.
‧Supranto, J. (1997) Research method: Application in marketing, Economy Faculty, Faculty of Indonesia University.
‧Sweeny, JC., Soutar, GN and Johnson, LW (1999) The role of perceived risk in the quality-value relationship: A study in a retail environment. Journal of Retailing, 75 (1), 77-105.
‧Szybillo, G.J. and Jacoby, J. (1974) Intrinsic versus extrinsic cues as determinants of perceived product quality. Journal of Applied Psychology, Vol. 59 No. 1,74-8.
‧Talbot, M. M. (2000) It’s good to talk? The undermining of feminism in a British telecom advertisement. Journal of Sociolinguistics, 4(1), 108- 119.
‧Teas, R K., and Agarwal, S. (2004) Cross-National Applicability of a Perceived Risk-Value Model, " The Journal of Product and Brand Management, Vol.13 No.4/5,242-256.
‧Tsiotsou, R. (2006) The role of perceived product quality and overall satisfaction on purchase intentions. International Journal of Consumer Studies, 30 (2), 207-217.
‧Van Trijp, Schifferstein, H.J.J. (1995) Sensory analysis in marketing practice: comparison and integration. Journal of Sensory Studies, Vol. 10, 127-47.
‧Williamson, J. (1990) Decoding Advertisements: Ideology and Meaning in Advertising. London: Marion Boyars
‧Winer, R. (1988) Behavioral Perspectives on Pricing: Buyers’ Subjective Perceptions of Price Revisited. Issues in Pricing: Theory and Research, ed. Timothy Devinney, Lexington, MA: Lexington Books, 35-57.
‧Wirtz, J. and Chew, P. (2002) The effects of incentives, deal proneness, satisfaction and tie strength on word-of-mouth behavior. International Journal of Industry Management, 13(2), 141-162.
‧Yannopoulou, N. and Elliott, R. (2008) Open versus closed advertising texts and interpretive communities. International Journal of Advertising, 27, 9–36.
‧Zaichkowsky, JL. (1985) Measuring the involvement construct. Journal of Consumer Research, 12(December), 341-352.
‧Zaichkowsky, JL. (1988) Involvement and the price cue. Advances in Consumer Research, 15, 323-327.
‧Zeithaml, VA. (1988) Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing 52(July), 2-22.