Brand Quality Price Packaging Is Consumer Primary Consideration Marketing Essay

Brand Quality Price Packaging Is Consumer Primary Consideration Marketing Essay

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Having discussed the previous chapter on the methodology methods used in this research, this chapter discusses the research findings and discussion of the results obtained. The results obtained from E-mails and Facebook were then analysed in which the key themes were identified within the analysis of survey results. There are three objective identified to achieve the aim of this research. Each objective is analysed in relation to the data obtained. Following this chapter, the results and analysis of the primary data that have been collected is presented.

4.1 Objective One: To investigate whether brand, quality, price or packaging is the consumer primary consideration when purchasing food products.

This objective is achieved through the online survey in both countries. The online survey results have been collected at the same period of time with the same kind of design as Question one. The data were gathered and compared with both countries' result and analysed as below. The data presented were collected from question one and ranked by the respondent with 1st , 2nd, 3rd and 4th as to which is their primary consideration when they are purchasing their food products. The results ranking both countries consumer preferences have been shown in two tables below.

Table 1 Result ranked by Malaysian consumer

Table 2 Result ranked by UK's consumer

According to Table 1 and Table 2, it is shown that respondents in both countries tend to have similar preferences. Most of the respondents have ranked Quality as their primary consideration while taking the price factor into account as their second consideration. Moreover, they have ranked Brand importance as their third consideration and Packaging as their last consideration when purchasing their food product. Table 3 below shows the total number of respondents in ranking quality, brand, packaging and price as their most important factors influencing purchases. For example, In Malaysia 75 respondents ranked quality as their 1st most important factor while only 8 respondents ranked brand as their most important factor. From the results, we can see that most of the respondents have ranked quality as their most important consideration and packaging as their last consideration.

Ranking

1

2

3

4

M

UK

M

UK

M

UK

M

UK

QUALITY

75

72

18

16

5

9

2

3

BRAND

8

8

26

32

37

42

29

18

PACKAGING

1

7

14

4

28

19

57

70

PRICE

16

12

43

50

30

30

11

8 M=Malaysia UK= United Kingdom

Table 3 Total number ranked by both countries' consumer

4.2 Objective Two: To investigate whether demographic factors will influence consumer decision making when they are ranking brand, quality, price or packaging as their primary consideration on purchasing food products.

Many researchers have found that the changes in demographic characteristics have led to the changes of the consumer's decision in purchasing food. In supporting the inference above, the tables below shows that different demographic factors such as age, gender, occupation and income do affect the results of the data collected in this research.

4.2.1 Age

The Age factor has been divided to three different groups. The first group will be the respondent from the age 16 years old to 20 years old. The second group will be the respondents from 21 years old to 25 years old. The third group will be the respondents who are more than 26 years old of age. Moreover, the results gathered were compared with both countries as below. The result of Table 4 have analysed from the Appendix 4.2.1.

Age

UK

Malaysia

16-20

Quality>Price>Brand>Packaging

Quality>Brand>Price>Packaging

21-25

Quality>Price>Brand>Packaging

Quality>Price>Brand>Packaging

>26

Quality>Brand>Price>Packaging

Quality>Brand>Packaging>Price

Table 4

From the result, it shown that from the group of 16 to 21 years old, UK respondents have ranked quality as their primary consideration and then followed by price , brand and packaging. However, in Malaysia, respondents have ranked quality as their primary consideration but followed by brand instead of price. Packaging still remains their last consideration. Besides that, from the result in group 21 to 25 years old, both countries respondents have ranked Quality as their primary consideration and then followed by price, brand and packaging. Last of all, in the group age of more than 26 years old, both countries respondents have ranked Quality as their primary consideration and followed by Brand. However, for the third and fourth consideration, UK's respondents have ranked price as their third consideration and then followed by packaging. In Malaysia, the respondents have ranked packaging as their third consideration and then followed by price. From the Table 4 above, we can say that it strongly indicates that different age's group may have affected consumer behaviour on purchasing food product.

4.2.2 Gender

The Gender factor has been divided to two different groups that is the male and female from both the UK and Malaysia. The result of Table 4 have analysed from the Appendix 4.2.2.

Gender

UK

Malaysia

Female

Quality>Price>Brand>Packaging

Quality>Price>Brand>Packaging

Male

Quality>Price>Brand>Packaging

Quality>Price>Brand>Packaging

Table 5

From the results of Table 5, it can be said that the both gender groups in both countries have similar preferences. They have ranked Quality as their primary consideration and followed by price, brand and packaging. From the data above, it shown that sexual different do not affect the consumers behaviour on purchasing food product.

4.2.3 Occupation

The occupation factor has been divided into four different groups as below. The first group will be the respondent from the student category. The second group will be the respondents who are employed or in other words under the employment of another. The third group will be the respondents who chosen their occupation as self-employed. The last group are others who do not belong in any of the first three groups. Furthermore, the results of both countries respondents can be compared below. The result of Table 4 have analysed from the Appendix 4.2.3.

Occupation

UK

Malaysia

Student

Quality>Price>Brand>Packaging

Quality>Price>Brand>Packaging

Employed

Quality>Price>Brand>Packaging

Quality>Price>Brand>Packaging

Self-employed

Quality>Brand>Price>Packaging

Quality>Packaging>Price>Brand

Others

Quality>Brand>Price>Packaging

Quality>Price>Brand>Packaging

Table 6

According to results on Table 6, both countries' student and employed group have the same result by ranking Quality as their primary consideration and then followed by price, brand and packaging. On the other hand, for the self-employed group, UK's respondents have ranked quality as their primary consideration followed by brand, price and then packaging. However, for the Malaysian consumers, they have ranked the quality as their primary consideration followed by packaging, price and then brand. Apart from that, the 'others' group also have shown different results from the other group. UK respondents have ranked quality as their primary consideration followed by brand, price and packaging. However, for Malaysian respondents, they have ranked the same result with the other groups. Results shown imply that occupation status may also influence consumer behaviour on purchasing food products.

4.2.4 Income

The income status factor has been divided to three different groups. The first group will be the respondent from low income respondents who earn below $1000. The second group will be the respondents from the medium income who earn in between $1000-$2000. The third group will be the respondents who considered as high income respondent who earn more than $2000. All $ sign are denominated in their respective local currency. The following Table 7 will show the results that gathered by both countries. The result of Table 4 have analysed from the Appendix 4.2.4.

Income

UK

Malaysia

Low

(0-1000)

Quality>Price>Brand>Packaging

Quality>Price>Brand>Packaging

Medium

(1000-2000)

Quality>Price>Brand>Packaging

Quality>Price>Brand>Packaging

High

(>2000)

Quality>Brand>Price>Packaging

Quality>Price>Brand>Packaging

Table 7

From Table 7, results show that all groups have the same result except high-income group from UK's respondents. All groups excluding UK high-income earners have ranked quality as their primary consideration and then follow by price, brand and then packaging. However, the high income group of the UK's respondents have ranked quality as their primary consideration but followed by brand, price and then packaging. From the data above, result show that the different income level may not have a significant impact on consumer behaviour on purchasing food products.

4.3 Objective Three: To examine the consumers' perception towards other factors influencing consumer behaviour when purchasing food products. (Excludes the earlier discussed factors of quality, brand, price and packaging factors)

In today's competitive global market, a comprehensive analysis of consumers' perception towards factors influencing consumer behaviour while purchasing food products are important for most if not all food retailers. This objective will be examined to understand which are the other factors that influences Malaysian and UK consumers' behaviour in purchasing food products. In this discussion the earlier factors discussed namely brand, quality, price and packaging of the food are excluded.

4.3.1 Result of Malaysian Respondents

Other factors influencing consumer behaviour

Total number of respondents

Taste of the food

13

Safe and Healthy

12

Food Ingredients

11

Expiry date

8

Halal food status

8

Quantity

7

Friend's recommendation

6

Promotion and Discount factors

10

Convenience

4

Availability

3

Nutritional levels

3

Range of flavors

3

CSR reputation of manufacturer

2

Customer service

2

Manufacturing country

2

Variety of the food

2

Necessity

2

Organic food type

1

Personal Experience

1

Table 8: Result of Malaysian respondents on perception towards the other factors influencing consumer behaviour when purchasing food products.

The result of other factors influencing Malaysian consumer on purchasing food products are showed in a pie chart in Table 8 above. After analysing the response from respondents in Malaysia, nineteen other factors have been found to influence consumer behaviour in purchasing food products. From the pie chart above, it is shown that 13% of Malaysian consumers has chosen taste as a factor influencing their decision, 12% of Malaysian consumers have answered health and safety factors while 11% of them have influenced by the ingredients contained I the food products. However, the expiry date of the food, Halal status recognition on food products, quantity of the food, the food promotion, popularity of the food, availability of the food, nutrition of the food, variety of the food choice, range of flavours available of the food product, customer service, manufacturing country, necessity of the food products towards consumer, organic food product, convenient food, personal experiences on the food product, food manufacturers CSR reputation and recommendation by friends are other factors influencing consumer behaviour.

4.3.2 Result of UK's Respondents

Factors will be influencing consumer behaviour

Total number of respondent

Safe and Healthy

28

Food products taste

15

Promotion and Discount Offers

9

Ingredient contained

8

Nutritional level

7

Availability of flavors

6

Friends recommendation

5

Expiry date

4

Personal Experience

4

Quantity

3

Availability

2

Manufacturing country

2

Reputation

2

Convenience

1

Environmental issue

1

Customer service

1

Variety of the food product

1

Speciality

1

Table 9 Result of UKs' respondents on other factors influencing consumer behaviour when purchasing food product.

As shown above, Other factors influencing UK's consumer on purchasing food products is shown in Table 9 above. There are total of eighteen factors chosen by respondents from the UK. From the pie chart above, we can see that the major factors influencing consumer behaviour in the UK were different from the Malaysian consumers. The major factors affecting UKs' consumer behaviour on purchasing food products are health and safety of the food products. This is followed other factors such as taste of the food, promotions and discounted food products. Other than that, the factors influencing UK's consumer also included ingredient of the food, nutrition of the food, availability of the food flavours, the food products recommended by their friends, expired date of the food, personal experience on the food they have experienced, quantity amount of the food, availability of the food, place of issue of the food, reputation of the food product, convenient food, environmental issue affected by the food products, customer service, the speciality of the food and the variety of the food choice. Edit according to the table above.

4.2.4 Income

The income status factor has been divided to three different groups. The first group will be the respondent from low income respondents who earn below $1000. The second group will be the respondents from the medium income who earn in between $1000-$2000. The third group will be the respondents who considered as high income respondent who earn more than $2000. All $ sign are denominated in their respective local currency. The following Table 7 will show the results that gathered by both countries. The result of Table 4 have analysed from the Appendix 4.2.4.

Income

UK

Malaysia

Low

(0-1000)

Quality>Price>Brand>Packaging

Quality>Price>Brand>Packaging

Medium

(1000-2000)

Quality>Price>Brand>Packaging

Quality>Price>Brand>Packaging

High

(>2000)

Quality>Brand>Price>Packaging

Quality>Price>Brand>Packaging

Table 7

From Table 7, results show that all groups have the same result except high-income group from UK's respondents. All groups excluding UK high-income earners have ranked quality as their primary consideration and then follow by price, brand and then packaging. However, the high income group of the UK's respondents have ranked quality as their primary consideration but followed by brand, price and then packaging. From the data above, result show that the different income level may not have a significant impact on consumer behaviour on purchasing food products.

4.3 Objective Three: To examine the consumers' perception towards other factors influencing consumer behaviour when purchasing food products. (Excludes the earlier discussed factors of quality, brand, price and packaging factors)

In today's competitive global market, a comprehensive analysis of consumers' perception towards factors influencing consumer behaviour while purchasing food products are important for most if not all food retailers. This objective will be examined to understand which are the other factors that influences Malaysian and UK consumers' behaviour in purchasing food products. In this discussion the earlier factors discussed namely brand, quality, price and packaging of the food are excluded.

4.3.1 Result of Malaysian Respondents

Other factors influencing consumer behaviour

Total number of respondents

Taste of the food

13

Safe and Healthy

12

Food Ingredients

11

Expiry date

8

Halal food status

8

Quantity

7

Friend's recommendation

6

Promotion and Discount factors

10

Convenience

4

Availability

3

Nutritional levels

3

Range of flavors

3

CSR reputation of manufacturer

2

Customer service

2

Manufacturing country

2

Variety of the food

2

Necessity

2

Organic food type

1

Personal Experience

1

Table 8: Result of Malaysian respondents on perception towards the other factors influencing consumer behaviour when purchasing food products.

The result of other factors influencing Malaysian consumer on purchasing food products are showed in a pie chart in Table 8 above. After analysing the response from respondents in Malaysia, nineteen other factors have been found to influence consumer behaviour in purchasing food products. From the pie chart above, it is shown that 13% of Malaysian consumers has chosen taste as a factor influencing their decision, 12% of Malaysian consumers have answered health and safety factors while 11% of them have influenced by the ingredients contained I the food products. However, the expiry date of the food, Halal status recognition on food products, quantity of the food, the food promotion, popularity of the food, availability of the food, nutrition of the food, variety of the food choice, range of flavours available of the food product, customer service, manufacturing country, necessity of the food products towards consumer, organic food product, convenient food, personal experiences on the food product, food manufacturers CSR reputation and recommendation by friends are other factors influencing consumer behaviour.

4.3.2 Result of UK's Respondents

Factors will be influencing consumer behaviour

Total number of respondent

Safe and Healthy

28

Food products taste

15

Promotion and Discount Offers

9

Ingredient contained

8

Nutritional level

7

Availability of flavors

6

Friends recommendation

5

Expiry date

4

Personal Experience

4

Quantity

3

Availability

2

Manufacturing country

2

Reputation

2

Convenience

1

Environmental issue

1

Customer service

1

Variety of the food product

1

Speciality

1

Table 9 Result of UKs' respondents on other factors influencing consumer behaviour when purchasing food product.

As shown above, Other factors influencing UK's consumer on purchasing food products is shown in Table 9 above. There are total of eighteen factors chosen by respondents from the UK. From the pie chart above, we can see that the major factors influencing consumer behaviour in the UK were different from the Malaysian consumers. The major factors affecting UKs' consumer behaviour on purchasing food products are health and safety of the food products. This is followed other factors such as taste of the food, promotions and discounted food products. Other than that, the factors influencing UK's consumer also included ingredient of the food, nutrition of the food, availability of the food flavours, the food products recommended by their friends, expired date of the food, personal experience on the food they have experienced, quantity amount of the food, availability of the food, place of issue of the food, reputation of the food product, convenient food, environmental issue affected by the food products, customer service, the speciality of the food and the variety of the food choice. Edit according to the table above.