Analyzing The Determinants Of Attitude, Behavior, And Satisfaction On Imported Products: Implications For The Growing Food And Beverage Industry

Alexander James Mcsporran,Yoon Cheong Cho

doi:10.19030/jss.v10i1.10064

Abstract

The aims of this study are to determine the influences of attitude formation, behavior, and satisfaction, with specific reference to the products of the food and beverage industry of Southeast Asia. This study employs the theoretical frameworks of the Theory of Planned Behavior and others to understand the psychological processes that take place between forming beliefs and actual consumption. The key findings reveal that consumers are influenced by both the traditional food attributes such as quality, price, and availability, while also extraneously influenced both by perceived family influence and perceived societal influence in their attitude formation. These factors, through the proposed model of study, were also statistically proven to influence behavioral intention of the sample group through willingness to purchase. In addition, satisfaction with prior purchase was also shown to be a determinant of consumer attitude, while the determinants of expected satisfaction were inconclusive. The results of the modelling and analyses of this study indicate the necessity for the concurrent development of innovative marketing strategies and quality improvements in the industry as it follows its projected growth course and outward expansion.

Highlights

T he Food and Beverage (F&B) industry encompasses all companies involved in the processing of raw food materials, packaging, and distribution
This study developed its research questions as follows: i) how do beliefs about food and beverage products from Southeast Asia affect attitude; ii) how do consumers consider the influence of family and society in their attitude formation towards food and beverage products from Southeast Asia; iii) how does attitude towards Southeast Asian food and beverage products affect the level of satisfaction for consumers with previous purchasing experience; iv) how does attitude towards Southeast Asian food and beverage products affect behavioral intention; v) how does behavioral intention affect the level of expected satisfaction for those consumers with no prior purchasing experience; and vi) which product subcategories within the food and beverage industry are consumers most likely to buy
Perceived quality was shown to have a significant relationship with attitude formation

Summary

Introduction

T he Food and Beverage (F&B) industry encompasses all companies involved in the processing of raw food materials, packaging, and distribution. While no course of economic development is the same, worldwide consumer studies have noted that with growth of income, consumption of higher-value food commodities increases (Pingali, 2007). This is true for packaged foods, which are accessible, have low perishability, is cost efficient, and present product information that attracts growing middle classes that are both educated and working in formal occupations (Gulati, Minot, Delgado & Bora, 2005). The simultaneous development of the food processing and packaging sectors is a necessity for most countries and regions experiencing GDP growth, as is the case with Southeast Asia (Manalili, Dorado, & Otterdijk, 2011).

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