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Factors Influencing Customer Doughnut Brand Choice

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Factors Influencing Customer Doughnut Brand Choice FACTORS INFLUENCING CUSTOMER DOUGHNUT BRAND CHOICE DECISION IN THAILAND, FOCUSING ON MISTER DONUT, DUNKIN’ DONUTS AND KRISPY KREME DOUGHNUTS FACTORS INFLUENCING CUSTOMER DOUGHNUT BRAND CHOICE DECISION IN THAILAND, FOCUSING ON MISTER DONUT, DUNKIN’ DONUTS AND KRISPY KREME DOUGHNUTS Haoqiang Zhu This Independent Study Manuscript Presented to The Graduate School of Bangkok University in Partial Fulfillment of the Requirements for the Degree Master of Business Administration 2016 ©2016 Haoqiang Zhu All Rights Reserved Zhu, H.Q. M. B. A., May 2016. Graduate School, Bangkok University Factors Influencing Customer Doughnut Brand Choice Decision in Thailand, Focusing on Mister Donut, Dunkin’ Donuts and Krispy Kreme Doughnuts ( 169 pp.) Advisor: Sumas Wongsunopparat, Ph.D. ABSTRACT This research is to investigate whether and how “7Ps marketing mix” elements, “brand equity” elements and “customer purchase behavior determinant” elements influence customer doughnut brand choice decision in Thailand, focusing on Mister Donut, Dunkin’ Donuts and Krispy Kreme Doughnut, meanwhile, the differences among these three brands and the key success factor of Krispy Kreme Doughnuts were studied by the author. This study is a quantitative research and survey strategy was selected by the author. Data was collected randomly online through 406 valid questionnaires and cross tabulation and multinomial logistic regression were used for data analysis. The result of the study is all of the investigating factors, product, price, place, promotion, people/personnel, process, physical environment, brand equity and customer purchase behavior determinants has positively influence on customer doughnut brand choice decision in Thailand, and some specifications of each factors are found significant. Finally, some results are significant while comparing among these three brands. Keywords: Doughnut Brands, Customer Brand Choice Decision, 7Ps Marketing Mix, Brand Equity, Customer Purchase Behavior Determinants V ACKNOWLEGEMENT I would like to extend my gratitude to many people who have helped me to bring this research project to fruition. First and foremost I would like to thank my advisor Dr.Sumas Wongsunopparat, who has taken his precious time to teach me and encourage me for the completion of my research. He is very professional and gave me a lot of brilliant ideas for my research during the discussion. I would also like to thank all experts, Miss. Napisara Dheeranond, Mr. Ajan Shrestha, Miss. Thitirat Mingma, Miss. Nataya Pinmuang and Mr. Chopvit Ruenvetch, who kindly helped me for the validity survey. I appreciate all respondents who were involved in the questionnaires for data collection. Without their cooperation, this research cannot be completed successfully. Lastly, I would like to express my gratitude from my family and friends. They have kept giving me encouragements from start till the completion of the research. TABLE OF CONTENTS Page ABSTRACT..................................................................................................................iv ACKNOWLEGEMENT................................................................................................ v LIST OF TABLES......................................................................................................viii LIST OF FIGURES...................................................................................................... ix CHAPTER 1: INTRODUCTION.................................................................................. 1 1.1 Background...........................................................................................................1 1.2 Statement of Problem........................................................................................... 3 1.3 Intention and Reason for Study............................................................................ 5 1.4 Research Questions.............................................................................................. 5 1.5 Research Objectives............................................................................................. 6 1.6 Scope of the Research.......................................................................................... 7 1.7 Research Assumptions..........................................................................................8 1.8 Benefits of the Research.......................................................................................8 1.9 Limitations of the Research..................................................................................9 CHAPTER 2: LITERATURE REVIEW......................................................................10 2.1 Previous Studies................................................................................................. 10 2.1.1 Regarding 7Ps Marketing Mix.....................................................................10 2.1.2 Regarding Brand Equity.............................................................................. 11 2.1.3 Regarding Customer Behavior Determinants.............................................. 12 2.2 Related Theories.................................................................................................13 2.2.1 7Ps Marketing Mix...................................................................................... 13 2.2.3 Customer Purchase Behavior Determinants................................................ 19 2.2.4 Customer Decision-Making.........................................................................22 2.3 Hypotheses Development...................................................................................23 2.4 Theoretical Framework...................................................................................... 26 CHAPTER 3: RESEARCH METHODOLOGY......................................................... 27 3.1 Research Philosophy.......................................................................................... 27 3.2 Research Approach.............................................................................................28 TABLE OF CONTENTS (Continued) Page CHAPTER 3: RESEARCH METHODOLOGY (Continued) 3.3 Research Design................................................................................................. 29 3.4 Sampling Technique...........................................................................................30 3.5 Data Collection...................................................................................................32 3.6 Data Analysis Techniques.................................................................................. 45 CHAPTER 4: RESEARCH RESULT......................................................................... 47 4.1 Demographics Information.................................................................................47 4.2 Result of the Hypotheses Testing....................................................................... 50 4.3 More Findings.................................................................................................... 65 CHATPER 5: DISCUSSION AND CONCLUSION.................................................. 69 5.1 Discussion...........................................................................................................69 5.2 Managerial Implications.....................................................................................79 5.3 Recommendations for Future Research..............................................................79 BIBLIOGRAPHY........................................................................................................ 80 APPENDICES..............................................................................................................89 BIODATA..................................................................................................................169 LICENSE AGREEMENT..........................................................................................170 viii LIST OF TABLES Page Table 1: Strength and Weakness of 4Ps and 7Ps......................................................... 14 Table 2: Categorical Questions Design........................................................................33 Table 3: Criteria of Reliability Result..........................................................................43 Table 4: Result of Reliability Test............................................................................... 44 Table 5: Demographics Information (Gender).............................................................47 Table 6: Demographics Information (Age)..................................................................47 Table 7: Demographics Information (Marital Status)..................................................48 Table 8: Demographics Information (Education Level).............................................. 48 Table 9: Demographics Information (Occupation Status)........................................... 49 Table 10:Demographics Information (Monthly Income).............................................49 Table 11: Hypotheses Testing Result of All Independent Variables........................... 50 Table 12: Hypotheses Testing Result of Product.........................................................51 Table 13: Hypotheses Testing Result of Price............................................................. 52 Table 14: Hypotheses Testing Result of Place.............................................................53 Table 15: Hypotheses Testing Result of Promotion...................................................
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