Factors Affecting Purchase Decision of Canned Tuna Brands in Maldives

Abstract

This study aimed to identify factors affecting purchase decision of canned tuna brands in the Maldives. Consumer decision making behaviour theories, models and past literature was reviewed to recognize various factors that affect purchase decision, followed by generating a multi-factor questionnaire with a Likert-Scale from 1-5 which helped conduct a pilot test to select most appropriate variables for this study. Theoretical framework was developed consisting of five major independent variables; social factors, product characteristics, company characteristics, marketing activities and Psychological factors. Data was collected using convenient sampling from a total of 450 customers visiting four of the largest supermarkets in Male’, the capital city of Maldives to ensure the reliability and validity of the research. The collected data was analyzed using statistical software’s AMOS 22. Confirmatory Factor analysis was used to confirm the factors that loads on each component and “Psychological factor” was removed from the original construct to meet the standard loading. Structural Equation Modeling was then performed to examine the path analysis and to test the hypotheses. Results indicated product characteristics to have a positive significant impact on consumer’s purchase decision. However, social factors, company characteristics and marketing activities were found to have no significance on purchase decision. Furthermore, demographic characters were analyzed for its significance; females, housewives and entrepreneurs were determined to specifically have a stronger purchase intention. Therefore, product characteristics of canned tuna such as taste, packaging and nutrition are most important factors that have a strong influence on consumers purchase decision of canned tuna brands in Maldives. This study included only consumers in Male’, hence further studies may include other regions of the country, especially the populated atolls. Future researches may also aim on deeper perspective of product characteristics such as impact of various canned tuna flavors; tuna in sunflower oil, tuna in olive oil or brine. As well discovering impact of various labelling or brand characters that influence consumers purchase decision would be resourceful to canned tuna producers and marketers.