ResearchGate：冷冻食品行业变革-冷冻食品的供应如何影响消费者的购买行为 （英文版）（14页）.pdf

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1、See discussions, stats, and author profiles for this publication at: https:/ FOOD REVOLUTION: INVESTIGATING HOW AVAILABILITY OF FROZENFOOD AFFECTS CONSUMER BUYING BEHAVIORArticle August 2014CITATIONS8READS7,8714 authors, including:Some of the authors of this publication are also working on these rel

2、ated projects:Social Loafing in Group Activities View projectThe Impact of Financial Leverage on Organisations Profitability: A study of Food Sector of Pakistan. View projectAamir SaifullahTechnische Universitt Mnchen9 PUBLICATIONS11 CITATIONSSEE PROFILENawaz AhmadShaheed Benazir Bhutto University,

3、Shaheed Benazirabad166 PUBLICATIONS827 CITATIONSSEE PROFILERizwan Raheem AhmedIndus University Karachi Pakistan202 PUBLICATIONS1,297 CITATIONSSEE PROFILEAll content following this page was uploaded by Rizwan Raheem Ahmed on 15 August 2014.The user has requested enhancement of the downloaded file.Int

4、ernational Journal of Economics, Commerce and Management United Kingdom Vol. II, Issue 8, 2014 Licensed under Creative Common Page 1 http:/ijecm.co.uk/ ISSN 2348 0386 FROZEN FOOD REVOLUTION: INVESTIGATING HOW AVAILABILITY OF FROZEN FOOD AFFECTS CONSUMER BUYING BEHAVIOR Saifullah, Aamir Department of

5、 Business Administration, Indus University, Karachi, Pakistan aamir.saifullahindus.edu.pk Ahmad, Nawaz Department of Business Administration, Indus University, Karachi, Pakistan Nawazindus.edu.pk Ahmad, Rizwan Raheem Department of Business Administration, Indus University, Karachi, Pakistan rizwan.r

6、aheemindus.edu.pk Khalid, Badar Department of Business Administration, Greenwich University, Karachi, Pakistan Abstract This study intends to through light on the various aspects of frozen food and buying behavior. Frozen food has been contemplated and viewed as artificial form of food but yes in th

7、e growing and health conscious times of this era it has noticeably become a part of our lives and is a affecting the consumers buying decision when it comes to grocery shopping. The research was conducted with 100 respondents using convenience sampling at different super markets in defense at Karach

8、i. A likert-scale based questionnaire was developed and data was gathered using convenience sampling. Due to the causal nature of the research, the data was analyzed using linear regression for which SPSS software was used. It was found that the frozen food has a significant impact on buying decisio

9、n and consumer behavior. At the end, the study made some important implications for the marketers. Keywords: Frozen Food, Buying Behavior, Regression, Consumers Saifullah, Ahmad, Ahmad & Khalid Licensed under Creative Common Page 2 INTRODUCTION Background of Various market segments and the food shop

10、ping behavior of individuals in the Pakistan have been studied from innumerable perspectives, and many of the concepts and findings have helped marketers gain a better understanding of the characteristics of Karachiitte food shoppers The results have often provided a basis for more effective marketi

11、ng strategies. Much also has been written about the need for increasing the general knowledge of marketing in other countries and how different marketing systems operate in delivering frozen food products to consumers. In the rapidly growing cities of Pakistan the socio-economic environment of Froze

12、n food retailers is extremely difficult. With inflation and other health-related conditions getting sever and prevailing in Pakistan. People tend to save themselves and the market can see more frozen and hygienic brands of groceries appearing at cost beneficial prices. Cases like cholera and dengue

13、virus have proven to be quite the thought-provokers for consumers as during this inflation infected age of today consumers tend to see going to the hospital and getting treatment for disease to be rather very expensive and hence the preventive approach for eating healthy has risen for the past few y

14、ears. There are acute disparities of income, education, and life style among the residents of these cities. One of the challenges for marketers in Pakistan is to increase the awareness sand potential benefits for using frozen foods or frozen products in the consumers mind. These disparities make it

15、very difficult for both government officials and businessmen to design frozen food retailing systems that can adequately meet the needs of all segments of market. Institutional elements of a less-developed economy, such as small grocery stores and public markets co-existing with modern, large-scale,

16、 mass merchandizing frozen food retailers who use marketing and distribution techniques similar to those found in Pakistan are hard on the small operations. It has seemingly become difficult for marketers who have immense pressure from economic variables and other policies that affect their strategi

17、es for marketing. Volatile petrol rates, strikes and other law and order situations affect the cost of good and cost of quality being delivered to the end-user so yes marketing itself is a difficult task in Pakistan and the promotion of frozen foods has yet become a challenge in recent times. Object

18、ives of the study 1. To identify how frozen foods is affecting buying behavior trends 2. To identify the things that the consumers look for and think as preventive or safety options when buying perishable groceries. 3. To identify how frozen foods are superior in quality than traditional groceries 4

19、. To analyze the advantages and disadvantages of frozen foods 5. To create an effective and better understand of the consumer behavior towards grocery purchase. International Journal of Economics, Commerce and Management, United Kingdom Licensed under Creative Common Page 3 Scope of Study Once compl

20、eted, this study will prove to be a major addition to research as well as a major help for modern era marketers to create effective and strategic plans for frozen food promotion and sales. Having identified what customers are looking for when purchasing groceries, it will be clearly understood how t

21、o sell frozen foods to consumers. As said by Chao Chung(2002) one of the biggest challenges marketers face today is the promotion ad selling of competitive grocery items. Having identified these challenges and developing alternatives to them as well as studying consumer behavior it will become rathe

22、r easy for marketers to promote frozen foods and their related directly to the consumer. According to Dominique (1997), the competition in the corporate world is very fierce and every organization in the market has its eye on the consumer and corporations are developing strategies to engulf the cons

23、umer with their products. This study will identify modern day expectations of consumers. It will determine what consumers wantfrom frozen food products and how they affect their buying decisions and behavior. This way a marketer would know exactly how to go about designing customer marketing plans a

24、nd retention programs. Research Statement As explained above, the subject of frozen food and consumer behavior comprises of various subtopics and is of very vast nature. In a nutshell though, the statement being researched in this dissertation is as follows: The increasing trend of frozen foods has

25、changed the buying behavior of customers Hypotheses H1= Frozen foods has a significant impact on buying behavior H1a=Frozen foods has insignificant impact on buying behavior The above Hypotheses will be tested for via linear regression and correlation on the data set that will be obtained by questio

26、nnaire collection. On basis of results the hypotheses mentioned above will either be rejected or accepted. LITERATURE REVIEW Literature and research according to Griffith and Ewart (1999) shows that anti-freeze proteins or artificially enhanced proteins are inhibited into frozen foods which modify a

27、nd enhance the growth of ice and stabilization of ice crystals in a controlled environment. After dozens of researches regarding the health hazards and chemical manipulation of ice have been leaked it has been seen that the more conscious and educated buyers will hesitate in purchasing frozen foods

28、for daily cooking purposes. Although these anti-freeze proteins may improve the quality of Saifullah, Ahmad, Ahmad & Khalid Licensed under Creative Common Page 4 food and maintain a smooth texture, upon digestion of these foods the chemically indestructible anti-freeze elements result in cellular da

29、mage. This information leakage and awareness leads to the hesitation and repulsion of Buyers. The question now arises that do the customers want to pay more for frozen foods. This study provides an empirical analysis of grocery store shopping behavior and prices across inner city or suburban areas w

30、ithin cities of America (Myers, Samuel 2005). A comparison is drawn to indicate that the biggest factor contributing to buying behavior in grocery stores was the price and convenience of frozen foods that were preferred over traditional forms of grocery purchase. Even though where prices were lower

31、in those neighbor hoods people would tend to buy frozen foods as to the ease of cooking and handling of the product. After seeing this change in buying behavior a theoretical model to identify conditions under which price and packaging changes are mostly to change the buying intention was developed

32、(Tyner 2007). Although it is intuitive that raising the price of frozen foods people would still tend to buy them as of the ease and convenience of packaged foods which is not affected by price and other macroeconomic factors. (Kriesser 2005) The Frozen food industry is undergoing rapid and exponent

33、ial expansion. Retail grocery stores and frozen food suppliers are interested in promoting frozen foods rather than main stream groceries. The purpose if the study was to determine if point of purchase decisions of the customer were made due to the availability of frozen foods over main-stream groce

34、ries. An experimental study was developed and designed in which control levels of frozen foods and main-stream groceries were situated in different area of the store and what was observed was that out of all the customers that went into the store. Which customers bought which sort of product (whethe

35、r frozen foods or mainstream groceries) from the shop. It was observed that younger people, women and those having smaller households would buy frozen foods due to the easy of handling frozen foods as well as their cooking hassle was decreased. (Sally 2005)At the same time their hygienic packaging a

36、nd attached prices saw value for money for these frozen food packs. Moreover the reason for customers purchasing were also personal factors such as taste and quality of the foods as per their personal choice was also considered necessary for them when they were buying frozen foods or groceries. Prev

37、ious research has proven and also given suggestions that foods which are beneficial to ones health will always be preferred when buying groceries or any sort of household products. Although they may be more expensive, less in quantity and more difficult to obtain, research has proven that people who

38、 adhere to proper healthy eating guidelines consistently reported to shop more for hygienic frozen foods then mainstream groceries. On investigation in this research it was seen that shop type and location as well as greater availability and prices were also inhibiting factors to the buying decision

39、 of groceries. With International Journal of Economics, Commerce and Management, United Kingdom Licensed under Creative Common Page 5 frozen foods having discounts and packaged in hygienic settings. Frozen foods were seen to be purchased more regardless of price and quantity due to the fact that the

40、y were packaged and had the taste which customers wanted along with the healthy food factor. According to Schroter (2006) he developed a theoretical model to identify conditions under which price and income would affect buying behavior of groceries. Although it is was very predictable that prices of

41、 high-calorie foods will decrease the consumption of fast foods and people would revert to purchasing frozen foods regardless of their price and quantity as customers were more concerned about the health-risks that were associated with fast foods and the health benefits that were associated with org

42、anic frozen food. The analysis proved that a rise in obesity and inflation and the same time reverted people to the consumption of frozen foods regardless of the prices and the less quantity that was given with them. A Scottish study by Cummins (2002) dictated that foods which were beneficial to hea

43、lth may be more expensive and more difficult to obtain but consumers would still prefer to purchase them as the risk compared to price was comparatively worth it. In this paper there was investigation on the price of frozen foods and greater availability both was highly found in multiple grocery sto

44、res. Although prices did not vary that much but the availability did. Where availability was high for frozen foods mainstream groceries tend to lose their value regardless of their cheap value. All this was due to the health consequences that people were now aware of main-stream groceries as health

45、issues associated with poisoning that had occurred in some parts of Scotland and the United Kingdom. Another condition when it comes to purchase behavior and decision making is impulse buying. According to Rook (1995) consumer researchers have observed and investigated impulse buying for more than 5

46、 decades, almost no research has concluded or empirically examined impulse buyings normative aspects. Rook (1995) presents conceptual as well as statistical evidence that consumers have normative evaluations and their judgments about the products while engaging in impulse buying behavior. Specifical

47、ly the relationship between impulsiveness trait and related buying habits is found only when customers believe that emphasizing on impulse is valid or appropriate. When exploring consumer behavior further Baumgartner (1995) proposed a two factor concept. Of exploratory consumer behavior while buying

48、 frozen foods as well as other grocery items. A scale of 1-5 is taken and respondents data is regressed to see whether the consumers tendencies to engage products is based on exploratory nature or is it based on conceptualization and other personal factors. The results of six studies with subjects w

49、ere also accounted for in this research to prove that consumer behavior is affected while buying frozen foods which these results are backed by theoretical explanations. Saifullah, Ahmad, Ahmad & Khalid Licensed under Creative Common Page 6 Environmental concern has also affected purchase behavior a

50、nd consumer evaluation. According to Margareta (1997) a study in the Norwegian or Scandinavian region of Europe was chosen for investigation of consumer evaluation of frozen foods such as vegetables, fruits, meat and other perishables. The response was prioritized on freshness, taste and nutritional