A STUDY OF CONSUMER BEHAVIOUR ON REPURCHASE … · This paper has made an attempt to study repurchase behaviour with respect to diet food products. Not many studies have been undertaken

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International Journal of Marketing and Human Resource Management (IJMHRM)

Volume 8, Issue 4, Oct – Dec 2017, pp. 29–42, Article ID: IJMHRM_08_04_004

Available online at http://www.iaeme.com/IJMHRM/issues.asp?JType= IJMHRM &VType=8&IType=4

ISSN Print: ISSN 0976 – 6421 and ISSN Online: 0976 – 643X

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© IAEME Publication

A STUDY OF CONSUMER BEHAVIOUR ON

REPURCHASE PATRONAGE OF DIET FOOD

PRODUCTS

Anupama Sundar D

Assistant Professor, JSS Centre for Management Studies,

JSS Science and Technology University,

Sri Jayachamarajendra Colege of Engineering, Mysore, India

ABSTRACT

Purpose :

The study was conducted with the aim of understanding and analyzing the

repurchase patronage of consumers towards diet food products. An attempt was also

made to examine the factors influencing the purchase of diet food products

considering product properties such as Perceived quality and value, Receptivity,

Convinence to buy and use, Expectation, benefits and outcome, Preceived risk among

youngsters and adults.

Design/Methodology/Approach :

The products selected for the study were diet food products. A sample of 150

respondents was selected from Mysore city in Karnataka.

Findings :

Major sources of awareness for diet food products are friends/relatives/social

media. The most important factors influencing the purchase of diet food products were

found to be health conscience, pre-expectations and benefits, perecieved quality with

variables such as price, benefits, clear information and so on among adults . The most

important factors influencing the purchase of diet food products were found to be

health conscience, pre-expectations and benefits, receptivity with variables such as

trust, loyalty, expectations among youngsters. Moreover, with respect to consuming

behaviour the results derived from this analysis show that consumers purchase diet

food products mainly for health reasons, they assume that these products are

beneficial in terms of health than conventional products.

Research Limitations/Implications :

Further studies can be conducted with a larger sample size. Importance of diet

food products with respect to commodity products can be analyzed.

Practical Implications :

Marketers could frame strategies for different market segments based on

demographics. Diet food products awareness needs to be given adequate focus by the

marketers.

Anupama Sundar D


Originality/Value:

This paper has made an attempt to study repurchase behaviour with respect to diet

food products. Not many studies have been undertaken to analyze diet food products

awareness, and consumers attitudes towards diet food products in developing

countries like India.

Key words: Repurchase patronage, consumer behaviour, health conscience, perceived

risk, perceived quality, demographics.

Cite this Article: Anupama Sundar D, A Study of Consumer Behaviour on

Repurchase Patronage of Diet Food Products. International Journal of Marketing and

Human Resource Management, 8(4), 2017, pp. 29–42.

http://www.iaeme.com/ IJMHRM /issues.asp?JType= IJMHRM &VType=8&IType=4

1. INTRODUCTION

There’s an increase in competition among the different types of stores in the modern era,

namely the grocery stores, supermarkets, discount stores, department stores which are

competing for the satisfaction of the consumers. Gigantic discount chains can threaten a

traditional department store chain and a small grocery store while hypermarkets are a favorite

type of retail store because of lower price and convenience. Such stores affect traditional

stores negatively because such store chains have advanced information technology, excellent

logistic systems and powerful bargains. Modern retailers have changed not only the structure

of the retail industry, but also the pattern of consumer behavior. Nowadays, customers are

facing difficulty in making their decision to select from many types of stores such as grocery

stores, supermarkets, discount stores, large mega stores, and hypermarkets (Chaiyasoonthorn

and Suksa-ngiam, 2011). Grocery shopping isn’t what it used to be when it comes to what

consumers place in their carts and the reasons behind their selections. The latest nutrition and

shopping trends directly influence consumers’ food choices and purchasing patterns and it’s

up to dietitians to keep up. Dietitians who keep their finger on the pulse of consumer food

shopping trends are in a position to guide companies and brands in a direction to remain

popular. Leading companies depend on information and insights from industry experts to

understand what consumers are eating and drinking. By looking at consumer behaviors,

attitudes, and motivators, dietitians can monitor trends revolving around diet patterns,

nutrition perceptions, food safety concerns and brand awareness. With recent increased

attention on food and nutrition, companies are seeking advice from dietitians more than ever

to differentiate fact from fiction and determine the best messaging for their products and

brands (Food Trends Influence Consumer Purchasing Patterns). India has the double burden

of over and under nutrition. Food safety in terms of chemical, biological and nutrient

contents, is hardly a matter of concern in the country's social fabric. There is an alarming

increase in the rate of life style diseases notably Diabetes, Obesity, Hypertension and Cancer.

Food practice in the country is undoubtedly playing a huge role in this regard. Authorities,

Organisations and Citizens have to be aware about safe and diet food. . Food on one hand

should be wholesome and provide adequate calories and nutrients but should never be a

reason for disease. Eating and food procuring habits too need to be healthy. Good quality and

affordability are the key requirements to an ideal food culture. Awareness is most important to

achieve this. Unhealthy diets and physical inactivity are major risk factors for chronic

diseases. Reports of international and national experts and reviews of the current scientific

evidence recommend goals for nutrient intake in order to prevent chronic diseases.

A Study of Consumer Behaviour on Repurchase Patronage of Diet Food Products


2. ABOUT INDIAN FOOD INDUSTRY

The Indian food industry is poised for huge growth, increasing its contribution to world food

trade every year. In India, the food sector has emerged as a high-growth and high-profit sector

due to its immense potential for value addition, particularly within the food processing

industry. The food industry, which is currently valued at US$ 39.71 billion!is expected to

grow at a Compounded Annual Growth Rate (CAGR) of 11 per cent to US$65.4 billion by

2018. Food and grocery account for around 31 per cent of India’s consumption basket.

Accounting for about 32 per cent of the country’s total food market, The Government of India

has been instrumental in the growth and development of the food processing industry. The

government through the Ministry of Food Processing Industries (MoFPI) is making all efforts

to encourage investments in the business. It has approved proposals for joint ventures (JV),

foreign collaborations, industrial licenses and 100 per cent export oriented units. The food

industry, which is currently valued at US$ 39.71 billion!is expected to grow at a Compounded

Annual Growth Rate (CAGR) of 11 per cent to US$65.4 billion by 2018. Food and grocery

account for around 31 per cent of India’s consumption basket. Accounting for about 32 per

cent of the country’s total food market, The Government of India has been instrumental in the

growth and development of the food processing industry. The government through the

Ministry of Food Processing Industries (MoFPI) is making all efforts to encourage

investments in the business. It has approved proposals for joint ventures (JV), foreign

collaborations, industrial licenses and 100 per cent export oriented units. The Indian food and

grocery market is the world’s sixth largest, with retail contributing 70 per cent of the sales.

Food has also been one of the largest segments in India's retail sector, which was valued at

US$ 490 billion in 2013. The Indian food retail market is expected to reach Rs 61 lakh crore

(US$ 894.98 billion) by 2020. The Indian food processing industry accounts for 32 per cent of

the country’s total food market, one of the largest industries in India and is ranked fifth in

terms of production, consumption, export and expected growth. It contributes around 14 per

cent of manufacturing Gross Domestic Product (GDP), 13 per cent of India’s exports and six

per cent of total industrial investment. Indian food service industry is expected to reach US$

78 billion by 2018.The Indian gourmet food market is currently valued at US$ 1.3 billion and

is growing at a Compound Annual Growth Rate (CAGR) of 20 per cent. Liberalisation and

the growth of organised retail has made the Indian market more attractive for global players;

with a large agricultural resource base, abundant livestock and cost competitiveness, India is

fast emerging as a sourcing hub of processed foods

With a population size of 1.22 billion of which 604 million were under the age of 24 in

2011, this rising youth population is likely to increase India’s overall food consumption.

Rising income levels, affluence and a growing middle-class. One-third of the population will

be living in urban areas by 2020. Increasing desire for branded food as well as increased

spending power. Large distinct consumer segments to support customised offerings/ new

categories and brands within each segment. Consumption in India is driven towards packaged

and ready-to-eat foods. Favourable economic & cultural transformation, shift in attitudes &

lifestyles, consumers are experimenting with different cuisines, tastes and new brands. There

is an increase in awareness and concern for wellness and health, high protein, low fat,

wholegrain and organic food. Exports of food items have been rising steadily, the main export

destinations being Middle East and South East Asia.

3. LITERATURE REVIEW

Baskar et Sundaram (May 30, 2014) Carried out the work on “Indian Consumer Purchasing

Behavior towards Branded Processed Food” which aimed at providing comprehensive

approach to the consumer purchasing behavior towards branded processed food. The

Anupama Sundar D


conclusion of their study was that the consumers mostly purchase brands based on trust and

safety. These two parameters builds long term association with the brands. Even though there

are other factors people considers while choosing brands, trust and safety are become the vital

parameters to purchase brands. Brand endorsements, brand ethical concerns, brand attributes

are have little impact on purchase intention. Hence, we conclude brands offer safety and trust

from the consumer point of view.

Azzura et Paula (September 3, 2016) Carried out the work entitled “Consumers'

behaviours and attitudes toward healthy food products: The case of Organic and Functional

foods”. In their research work they found out that the food industry has reacted to this trend

by developing a growing variety of new products with health-related claims and images,

including organic and functional foods that are selected by consumers for their health-

promoting properties.The findings of this study are also important for government bodies

interested in designing public health programs. They first carried out a pilot test before going

ahead with the actual survey in order to ensure that the statements were clear and to identify

redundant variables and questions that were difficult to understand. Their research work

resulted that the Italian consumers have a good awareness of the links between food habits,

healthiness of food and personal health, although they are not always willing to forego the

pleasure of what they consume and continue to give taste a predominant role in their food

choices.

Bjron Frank (Department of Industrial Engineering and Management, Tokyo Institute of

Technology, Tokyo, Japan) carried out the research work entitled “The formation of

consumer attitudes and intentions towards fast food Restaurants How do teenagers differ from

adults?”. The findings of his research work showed that the teenagers do not underestimate

the negative effects of fast food. However, their decision making fails to incorporate existing

knowledge on competitive advantages and gives greater weight to customer satisfaction

compared with adults. Behavioral differences between teenage and adult consumers result

from differences in cognitive development rather than social pressure.

Jeong et al carried out the research work entitled “Restaurant Healthy Food Quality,

Perceived Value, and Revisit Intention: Testing a moderating role of green customers in South

Korea”. The objective of their study was to to explain how restaurant healthy food quality is

related to repeat patronage intention. The results indicate that perceived value mediates the

positive relationship between the restaurant healthy food and revisit intent. In other words,

restaurant healthy food quality increases perceived value in the diner’s mind, which in turn

results in a higher level of revisit intent. This study found similarities and differences between

high and low green customers in their salient healthy food quality attributes. Another key

contribution of this study is to find that environmentalism moderates the relationships

between restaurant healthy food quality and revisit intent.

Myung-Ja Kim and Choong-Ki Lee carried out the research work entitled “Relationships

between lifestyle of health and sustainability and healthy food choices for seniors”. Their

study revealed that the senior market segment differs from the non-senior market segment in

the following ways: the magnitude of impact of LOHAS on healthy food choices is much

stronger for senior diners than for non-senior diners and the impact of LOHAS on trust and

emotional loyalty is greater for seniors than non-seniors.

Lynn Frewer carried out the research work entited “Consumer acceptance of functional

foods: issues for the future”. The variables in her research work included consumer

behaviour, health status and health benefits. In her conclusion it is argue that understanding

consumers, risk perceptions and concerns associated with technologies, emerging scientific



innovations, and deliver real health benefits to people at risk of, or suffering from

degenerative illness.

Mmari et al carried out the research work entitled “Consumers’ Perceptions on Packaging

of Processed Food Products in Dodoma Municipality, Tanzania”. Their study was successful

in compiling information about college students’ perceptions and knowledge of the organic

food industry. The study also found a positive relationship between perception and spending

habits. The more a student viewed organic food positively, the more likely they were to spend

more money on organic products. Likewise, there was a negative association between the

price point and aesthetics of organic food and the students’ spending habits. It also, however,

went somewhat against the majority of the research that had come before this survey that

found most people viewing organic food positively.

Chen et al carried out the research work entitled “A Study of Antecedents of Customer

Repurchase Behaviors in Chain Store Supermarkets”. The major findings of their study

include: consumer’s social and economic backgrounds will influence their repurchase

intentions on chain store supermarkets; the higher the brand image of a chain store

supermarket is, the higher the consumer’s repurchase intention will be; the higher the

consumer perceived quality and perceived value of chain store supermarket are, the higher the

repurchase intention will be.

Lalit Mohan Kathuria carried out the research work entitled “Purchase of branded

commodity food products: empirical evidence from India”. The objective of his study was to

understand brand awareness among consumers and analyzing the attitude of consumers

towards selected branded commodity food products. An attempt was also made to examine

the factors influencing the purchase of selected branded commodity food products. In their

research they attempted to find out attitude parameters and factors influencing the purchase of

branded commodity foods.

Rajmohan .P and Panchanathan. N carried out the research work entitled “Consumer

preference towards the sellers of ready-made food items”. Their main objective of their study

was to assess the interest of consumers on home delivery service of readymade food items.

The main objective of this paper is to estimate and measuring the effect of socioeconomic

factors and other influencing factors for purchasing the readymade food items among the

consumers. It was found out that consumers are attracted by the taste component of the ready

made food items but not significantly influenced in their preferences, strongly suggest that the

taste of ready made food items sold, could not be taken as the competitive edge as such as in

the existing situation.

Espejel et al carried out research work entitled “Consumer satisfaction: A key factor of

consumer loyalty and buying intention of a PDO food product”. The objective of their study

was to analyse the relationship between satisfaction, loyalty and buying intention as perceived

by Spanish consumers. In addition, in this specific context, the importance of consumers’

perceptions regarding: the association of a traditional food product with a place of origin,

territory, climate and know how of a geographical region; and the strict controls to which

products under the protection are submitted by the regulatory councils were highlighted. Both

aspects lead the consumer to infer a safety badge and food quality, which helps to develop

feelings of satisfaction and loyalty, and a greater predisposition to buy the traditional product

again.

Anupama Sundar D


4. RESEARCH METHODOLOGY

4.1. Objective

The main objective is to analyse consumer’s repurchase behaviour towards diet food products.

Specific Objective:

To study consumers awareness of diet food products and their sources.

To analyse the attributes of diet food products that are perceived as important by consumers.

The factors that influence consumers repurchase of diet food products.

5. CONCEPTUAL MODEL AND HYPOTHESIS

H1: There is a significant association between product attributes and consumers repurchase of

diet food products.

H2: There is a significant association between demographic variables and consumers

repurchase of diet food products.

H3: There is a significant association between health conscience and consumers repurchase of

diet food products.

6. PURPOSE OF THE STUDY

Diet food products are low in fat and saturated fat and contains limited amount of cholesterol.

Diet food products help you to lose weight, and can be consumed by all the patients who

suffer from disease like diabetes, cholesterol etc. The purpose of the study is to study

differences between teenagers and adults in customer attitudes and intentions regarding

repurchase of diet food products. The determinants which can be used are food quality,

receptivity,expectations and benefits, perceived risk and health conscience.

7. STATEMENT OF THE PROBLEM

Due to the change in lifestyle the consumption pattern of consumers changed a lot. Unhealthy

diets result in a poor nutrient-to-calorie ratio, which can lead to weight gain and malnutrition

as well as related health problems. When it comes to preventing chronic disease, weight

maintenance is of primary concern. Excess weight is one of the primary effects of an

unhealthy diet. Eating a wide variety of diet food products promotes good health and helps to

protect against chronic diseases and also helps to control obesity. So the study attempts to

identify the factors that influence consumers to purchase diet food products.



8. SCOPE OF THE STUDY

The scope of the study is limited to the diet food products.

The geographical scope of the study is confined to Mysore city.

9. SAMPLE DESIGN AND DATA COLLECTION

9.1. Sample Selection

To study the factors affecting the purchase patronage of diet food products, purposive

sampling is adopted. The idea behind purposive sampling is to concentrate on people with

particular characteristics who will better be able to assist with the relevant research. Sample of

150 is selected for this purpose.

9.2. Classification of Respondents

The respondents are classified into two categories based on their age as adults and youngsters

each carrying 75 respondents where adults falln into a age group of above 30 years and

youngsters fall into a age group between 20-30 years.

9.3. Collection of data

To evaluate the objective of the study, required data is collected from primary as well as

secondary sources.

9.4. Primary data

For the purpose of this study I conducted a survey on 150 consumers, living in Mysore city,

aged above 30 years considered as adults and between 20-30 years considered as youngsters

who are responsible for ordinary domestic shopping in different outlets such as traditional

shops and supermarkets. To attain a fair representation of consumer’s perceptions on the

subject matter, customers who came to the shopping centres were accidentally intercepted and

administered with a semi-structured questionnaire. The questionnaire covered demographic

characteristics and a list of product attributes which consumers were asked and all the

questions were provided with rating scales like, Strongly agree to Strongly Disagree.

A pilot test on 50 consumers was conducted in order to ensure that the statements were

clear and to identify redundant variables and questions that were difficult to understand. The

other benefit of the pre-test was that it provided a clear idea on the time needed to fulfill the

questionnaire. The final questionnaire Included 30 close-ended questions and it is structured

in four specific parts.

9.5. Secondary data

The secondary data is collected from sources like journals, magazines, websites etc.

9.6. Questionnaire

The data for this study was collected with a self-completion questionnaire that was

administered on a representative sample of 150 respondents. The questionnaire included

questions related to the following: participants’ knowledge about diet food products,

participants’ attitudes towards diet food products consumption, participants’ buying behaviour

when it comes to diet food products and socio-demographic data of participants (gender, age,

education level and income).Open-ended questions were used in order to collect data about

the respondents purchase behaviour regarding diet food products. In order to measure

consumers’ opinion the group of questions was rated on the five-point Likert scale as either

Anupama Sundar D


positive or negative response to a given statement, using the following degrees: 1=“strongly

disagree”, 2= “disagree”, 3= “neither agree nor disagree”, 4= “agree” and 5=“strongly agree”.

In addition, the Likert-scales were used to determine the importance of product attributes

(taste, quality,durability, price and healthiness) as well as the motivation for buying diet food

products and future buying intentions were measured using the questions. The questionnaire

composes of 40 questions. The questionnaires are designed in the English language and are

divided into three main parts and will be described as following; Part 1 Factors influencing

consumer behavior towards diet food products: product attributes such as Perceived quality

and value, Receptivity, Convinence to buy and use, Expectation,benefits and outcome,

Preceived risk which compose of 20 questions (1-20). Part 2 –Ask respondents about health

conscience and dependent variable consumer repurchase behaviour on diet food products.It

composes of ten questions(Q 20-30). Part 3 -Ask respondents about their gender, age, house

hold and income. It composes of ten questions (Q 30-40).

10. DATA ANALYSES

Data gathered in the survey were analysed using SPSS (Statistical Package for Social

Sciences, Version 17.0.Data analysis that was deemed appropriate for the study discussed in

the following sub sections.

10.1. Factor Analysis

Given the objective of delineating the diet food products, factor analysis is a general

analytical class of procedures primarily used for data reduction and summarization is also an

interdependence technique in that an entire set of interdependent relationship is

examined.Factor analysis is used in circumstances where the objective is to identify

underlying dimensions, or factors, that explain the correlations among a set of variables and to

identify a smaller set of salient variables from a larger set for use in subsequent multivariant

analysis.

Data collected for youngsters was subjected to factor analysis procedure using principal

component method of extraction and varimax method of rotation.

Table 1 KMO and Bartlett’s Test Independent Variable

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .870

Bartlett's Test of Sphericity

Approx. Chi-Square 588.136

Df 45

Sig. .000

KMO value is .870 so its showing there is a adequacy in collecting a samples,and significance value is

0.00



Table 2 Total Variance Explained

Total Variance Explained

Component

Initial Eigenvalues

Extraction Sums of Squared

Loadings

Rotation Sums of Squared

Loadings

Total

% of

Variance

Cumulative

% Total

% of

Variance

Cumulative

% Total

% of

Variance

Cumulative

%

1 6.350 63.497 63.497 6.350 63.497 63.497 3.912 39.117 39.117

2 1.038 10.379 73.877 1.038 10.379 73.877 3.476 34.759 73.877

3 .698 6.979 80.856

4 .504 5.043 85.899

5 .405 4.048 89.947

6 .310 3.102 93.049

7 .232 2.324 95.373

8 .197 1.969 97.342

9 .167 1.669 99.012

10 .099 .988 100.000

Extraction Method: Principal Component Analysis.

Table 3 Screen Plot

Table 4 Rotated Component Matrix

Rotated Component Matrixa

Component

1 2

STORE .886

LOYALTY .801

EASEOFUSE .788

EXPECTATIONS .736

EXPIRYDATE .727

BENEFITS .869

FREQUENT .826

TRUST .734

ATTRIBUTE .682

SUPPORT .671

Extraction Method: Principal Component

Analysis.

Rotation Method: Varimax with Kaiser

Normalization.a

The data that were cpllected as the independent observables were subjected to factor

analysis

Procedure as described above. The items with cross loadings were deleted and items

retained for analysis had loadings more than . The screen plot from the result shows that the

slope of this curve levels out after just two factors. In addition, the two factor solution

Anupama Sundar D


explained 73 percent of total variability. The statistic of KMO Kaiser-Mayer-Olkin Measure

of Sampling Adequacy at 0.87 indicated sampling adequacy and Barlett’s Test was

significant(.000).Based on the factor loadings, items were grouped together. All the variables

when put through factor analysis, it depicited that it can have two factors.

The KMO Barlett test value was 87%,which shows that the sample size considered it fairly

good.

The two factors are named according to the variables each factors had.

The first 5 subtests loaded strongly on Factor 1, Benefits through support all loaded strongly

on Factor 2.

Data collected for adults was subjected to factor analysis procedure using principal

component method of extraction and varimax method of rotation.

Table 1 KMO and Bartlett’s Test Independent Variable

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .865

Bartlett's Test of Sphericity

Approx. Chi-Square 614.992

Df 45

Sig. .000

KMO value is .865 so its showing there is a adequacy in collecting a samples, and

significance value is 0.00

Table 2 Total Variance Explained

Total Variance Explained

Component

Initial Eigenvalues

Extraction Sums of Squared

Loadings

Rotation Sums of Squared

Loadings

Total

% of

Variance

Cumulative

% Total

% of

Variance

Cumulative

% Total

% of

Variance

Cumulative

%

1 6.459 64.589 64.589 6.459 64.589 64.589 4.399 43.987 43.987

2 1.070 10.704 75.293 1.070 10.704 75.293 3.131 31.306 75.293

3 .618 6.182 81.475

4 .528 5.280 86.755

5 .358 3.577 90.332

6 .290 2.900 93.232

7 .240 2.401 95.633

8 .196 1.958 97.591

9 .150 1.504 99.095

10 .090 .905 100.000


Table 3 Screen Plot



Table 4 Rotated Component Matrix

Rotated Component Matrixa

Component

1 2

ATTRIBUTE .865

BODYWEIGHT .848

BENEFITS .842

TRUST .808

CLEAR .782

EXPECTATIONS .740

TASTE .846

ADVERTISEMENT .800

PRICE .755

PACKAGE .703


Rotation Method: Varimax with Kaiser Normalization.a

The screen plot from the result shows that the slope of this curve levels out after just two

factors. In addition, the two factor solution explained 75 percent of total variability. The

statistic of KMO Kaiser-Mayer-Olkin Measure of Sampling Adequacy at 0.86 indicated

sampling adequacy and Barlett’s Test was significant(.000).Based on the factor loadings,

items were grouped together. All the variables when put through factor analysis, it depicited

that it can have two factors.

The KMO Barlett test value was 86%,which shows that the sample size considered it fairly

good.

The two factors are named according to the variables each factors had.

The first 6 subtests loaded strongly on Factor 1, Taste through Package all loaded strongly on

Factor 2.

11. REGRESSION ANALYSIS

It is used when we want to predict the value of a variable based on the value of another

variable. The variable we want to predict is called the dependent variable (or sometimes, the

outcome variable). The variable we are using to predict the other variable's value is called the

independent variable (or sometimes, the predictor variable). If two or more independent

variables, rather than just one, then need to use multiple regression.

Table 1 For Adults

Model Summary

Model R R Square Adjusted R

Square

Std. Error of the

Estimate

1 .847a .718 .697 .54987

a. Predictors: (Constant), PRICE, BENEFITS, ADVERTISEMENT,

EXPECTATIONS, BODYWEIGHT

R denotes the correlation between predicted and observed consumer behaviour. Here R =

0.84. Since this is a very high correlation, our model predicts consumer behaviour rather

precisely.

R square is simply the square of R. It indicates the proportion of variance in consumer

behavior that can be “explained” by five predictors. Because regression maximizes R

square for sample, it will be somewhat lower for the entire population, a phenomenon known

as shrinkage. The adjusted R square estimates the population R square for our model and thus

Anupama Sundar D


gives a more realistic indication of its predictive power. As R² increases (0.718) the

SEE(0.54) will decrease (better fit => less estimation error) Table 2

ANOVAa

Model Sum of Squares df Mean Square F Sig.

1

Regression 53.084 5 10.617 35.114 .000b

Residual 20.863 69 .302

Total 73.947 74

a. Dependent Variable: CONTINUOUS

b. Predictors: (Constant), PRICE, BENEFITS, ADVERTISEMENT, EXPECTATIONS,

BODYWEIGHT

Table 3

Coefficientsa

Model

Unstandardized Coefficients Standardized Coefficients

t Sig. B Std. Error Beta

1 (Constant) .168 .242

.697 .048

BODYWEIGHT .222 .115 .241 1.930 .058

ADVERTISEMENT .028 .082 .030 .345 .037

BENEFITS .016 .095 .018 .166 .006

EXPECTATIONS .661 .111 .643 5.958 .000

PRICE -.033 .086 -.035 -.378 .006


The b coefficients tell us how many units consumer behaviour increases for a single unit

increase in each predictor. Like so, 1 point increase on the body weight corresponds to 0.22

points increase on the consumer behaviour. Importantly, note that all b coefficients are

positive numbers; higher bodyweight is associated with higher consumer purchase of diet

food products and so on. B coefficients having the “wrong direction” often indicate a problem

with the analysis known as multicollinearity. The column “Sig.” holds the p-values for the

predictors. As a rule of thumb, a b coefficient is statistically significant if its p-value

is smaller than 0.05. All of our b coefficients are statistically significant. Table 1 For Youngsters

Model Summary

Model R R Square Adjusted R

Square

Std. Error of

the Estimate

1 .887a .786 .771 .47885

a. Predictors: (Constant), LOYALTY, TRUST, ATTRIBUTE,

EXPECTATIONS, BENEFITS

Here R = 0.88. Since this is a very high correlation, our model predicts consumer

behaviour rather precisely.78% is the total variance in this model. As R² increases that is

0.786 the standard error of the estimate decreases to 0.47. Table 2

ANOVAa

Model Sum of Squares df Mean Square F Sig.

1

Regression 58.125 5 11.625 50.699 .000b

Residual 15.821 69 .229

Total 73.947 74


b. Predictors: (Constant), LOYALTY, TRUST, ATTRIBUTE, EXPECTATIONS, BENEFITS



Table 3

Coefficientsa

Model

Unstandardized Coefficients Standardized Coefficients T Sig.

B Std. Error Beta

(Constant) .077 .213 -.363 .018

BENEFITS .071 .086 -.083 -.823 .013

EXPECTATIONS .525 .103 .511 5.085 .000

ATTRIBUTE .010 .102 .010 .101 .020

TRUST .440 .090 .428 4.867 .000

LOYALTY .088 .091 .098 .971 .035

Dependent Variable: CONTINUOUS

Importantly, all b coefficients are positive numbers; higher benefits is associated with

higher consumer purchase of diet food products and so on. All b coefficient is statistically

significant if its p-value is smaller than 0.05. All the b coefficients are statistically significant.

12. RESULTS

The study show that healthiness(adults) and benefits of the product(youngsters) is a major

quality dimension when consumers evaluate diet food products. From the consumer point of

view, the success of diet food products relies on a number of inter-relating factors, including

the level of concern about general health and prepurchase expectations and benefits, perceived

quality to influence purchase decision among consumers and awareness and knowledge of

diet food products that are supposed to be beneficial. Moreover, with respect to consuming

behaviour the results derived from this analysis show that consumers purchase diet food

products mainly for health reasons, they assume that these products are beneficial in terms of

health than conventional products. The type of information and the trust on the effects of a

particular product on health constitute additional factors diet food products success. It’s

important to underline that the role of information is crucial because consumers cannot

perceive the benefit directly from the product, unlike for instance taste and other sensory

characteristics. Thus the information concerning the benefits of the diet food products can

increase the likelihood of its consumption and also results in receptivity.

13. CONCLUSIONS

The survey results reveal a positive outlook for growth of diet food products which are

gaining, even if at a different pace, more and more space in the area of food consumption.

Moreover, the consumer demand for foods to fit their specific expectations, benefits and

lifestyle will continue to increase and will have an impact on all sectors of food processing

and manufacturing, and also on the supporting industries. In this sense, new and interesting

prospects for growth are opening up for agri-business ready to embrace the changing demands

and to satisfy a growing market. From a marketing perspective, therefore, the ability to

communicate the benefits of foods is a key aspect for the success of diet food products. In this

regard, the survey showed that there is a widespread interest for more information on diet

food products. Consumers generally understand the link between food and health, and many

are interested in acting accordingly. Our findings are consistent with the results from other

studies, which evidence the positive effect of health information on consumer expectations,

perceptions or intentions. On the other hand, product information is one of the extrinsic

factors/cues that has been demonstrated to affect consumer repurchase behaviour. The two

factors, prepurchase expectations and benefits, health conscience, receptivity identified in the

study among youngsters and perceived quality, prepurchase expectations and benefits, health

Anupama Sundar D


conscience identified in th study among adults, showed significant differences , with

particular reference to diet food products, and the different level of information results in a

diverse propensity to consume. Therefore, consumer acceptance of health claims and benefits

of the product can increase the intention to purchase the product.

14. FUTURE SCOPE

In this study an attempt was made to find out the factors influencing the repurchase of diet

food products among consumers. Further studies may be conducted to find the relationship

between attitude parameters and purchase of diet food products. Also, role of advertising,

sales promotion, brand image may be explored in detail regarding repurchase of diet food

products. Therefore further research suggests if the sample should be a larger and should

include diversified of consumers who live in different cities and wide range of ages. The

result will lead to more understanding of consumers towards diet food products

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A STUDY OF CONSUMER BEHAVIOUR ON REPURCHASE … · This paper has made an attempt to study repurchase behaviour with respect to diet food products. Not many studies have been undertaken