Consumer Purchase Decision on Chicken-Nugget Purchasing Behavior in Semarang City

Tania Adinda, M. Mukson, E. Prasetyo
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引用次数: 0

Abstract

Today, the level of processed-food consumption is significantly increasing. It is causing a high supply of this food by some business enterprises and tense competition between them. This study aimed to analyze the chicken-nugget consumer purchase decision-making, factors affected the purchase decision and the effect of those factors on the consumer purchase decision in Semarang City. This study employed a case-study method and involved 120 respondents aged ?17 years old who purchase chicken-nugget products selected by accidental sampling technique. The descriptive, factor, and multiple linear regression analyses were used to analyze the study data. Results revealed that the chicken-nugget purchase decision process consisted of some steps: need identification, finding adequate information, alternative evaluation, purchase decision, and evaluation after product purchasing. This purchase-decision was simultaneously affected by cultural, social, personal, psychological, product, price, location, and promotion factors. Cultural, personal, psychological, product, and promotion factors partially affected the consumer purchase decision.
三宝垄市鸡块购买行为的消费者购买决策
今天,加工食品的消费水平正在显著增加。这导致了一些商业企业对这种食品的大量供应和他们之间的激烈竞争。本研究旨在分析三宝垄市鸡块消费者的购买决策、影响购买决策的因素以及这些因素对消费者购买决策的影响。本研究采用个案研究法,对120名17岁的购买鸡块产品的消费者进行随机抽样调查。采用描述性、因子性和多元线性回归分析对研究数据进行分析。结果表明,鸡块购买决策过程由需求识别、寻找足够信息、替代评价、购买决策和购买后评价几个步骤组成。这种购买决策同时受到文化、社会、个人、心理、产品、价格、地理位置和促销等因素的影响。文化、个人、心理、产品、促销等因素对消费者的购买决策有部分影响。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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