6. CHAPTER 5: FINDINGS, RECOMMENDATIONS AND CONCLUSIONS
6.4. Limitations of the study and future research
Due to constraints in time and other resources the study does have some limitations.
Firstly, the research site was confined to Ho Chi Minh City. Quota sampling was utilized and a relatively small sample (n = 88) drawn. As a result, subgroup analysis was not possible therefore implications for market segmentation were not obtained. Generalization of the results would have been better if research would be conducted on a larger sample that covers a wider range of geographic.
Secondly, although the study provides a basic insight into factors that determine the purchase of BOS in coffee roasting, there are other influencing factors that have not been identified.
Future research is recommended for larger sample which includes customers in both coffee and bakery segment. It also worthy to note that while the five factors were found to be important of organizational buying behavior, there are maybe other factors which should be studied in further research, such as country origin, the influence of buying situation…
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APPENDIX 1 - Qualitative questionnaire
A. Questions for distributors (focus group)
1. When buying butter oil substitute for coffee roasting what are you interested to know, for example price, name of manufacturer, service, etc?
2. What are the selection criteria for your company when selecting BOS suppliers?
3. What factors influence your buying decision? (Product related and personal related factors)
4. How do you evaluate quality of butter oil substitute? How do you link price with quality?
5. How do you find information regarding potential suppliers?
6. How important is order cycle time (time between order and delivery) when choosing the supplier?
7. Does the influence of relationship affect the selection of suppliers? How?
B. Questions for experts (face to face interview)
1. What do you think about the affect of Butter oil substitute in coffee roasting?
2. What are the components of quality of butter oil substitute?
3. What do you think about influence of relationship on customers and on BOS sellers?
4. What do you think about the role of channeling in BOS or ingredient supplier?
5. What do you recommend customers in relation to our products?
APPENDIX 2 - Survey questionnaire
Dear Sir/Madam,
We are doing a survey of factors influencing customer behavior of BOS in coffee roasting industry. Please help to answer herewith all questions by circling the number which you evaluate.
The questionnaire includes 2 parts: general information and factors influencing customer behavior of BOS. We high appreciated if you spend few minutes of your valuable time.
There is no right or wrong answer. All your answers will make our survey successful PART 1/ General question about company & interviewee:
1. What is your position in company?
Director Technical
Staff
Others: __________
2. Gender
Male Female
3. How long have you working for company?
Under 1 year From 1 – 3 years
From 3 – 5 years Above 5years 4. Your old
From 21 – 30 31 - 40
Above 40
5. What is your qualification? Business Production
Food technology
Others: ______________
6. Average volume of BOS using per month:
Under 0.50 Mt/mth From 0.5 – 1 Mt/mth
From 1 – 3Mt/mth Above 3 Mt/m
Part 2/ Questions relate to factors incluencing customer behavior of BOS in coffee roasting industry.
7. For quality factor, What items do you consider to have an important influence in your purchase decision? On a scale of 1 to 5, where 1 is not important at all and 5 is very important please circle the number that most fits your rating on each of the following criteria
1 2 3 4 5
Not very importa
nt
Not import
ant
Normal Import ant
Very import
ant
Flavor is unique
Texture is smooth, fatty
Color is attractive
Packing is convenience for using.
General analysis
8. For Service factor, What items do you consider to have an important influence in your purchase decision? On a scale of 1 to 5, where 1 is not important at all and 5 is very important please circle the number that most fits your rating on each of the following criteria
1 2 3 4 5
Not very importa
nt
Not import
ant
Normal Import ant
Very import
ant
Payment term & Credit limit
Customer’s complaint
Friendly & willing to help
General analysis
9. For Channel factor, What items do you consider to have an important influence in your purchase decision? On a scale of 1 to 5, where 1 is not important at all and 5 is very important please circle the number that most fits your rating on each of the following criteria
1 2 3 4 5
Not Not Normal Import Very
very importa
nt
import ant
ant import ant
Delivery on time
Ability to solve urgent order
Quality assurance
General analysis
10.For Relationship factor, What items do you consider to have an important influence in your purchase decision? On a scale of 1 to 5, where 1 is not important at all and 5 is very important please circle the number that most fits your rating on each of the following criteria
1 2 3 4 5
Not very importa
nt
Not import
ant
Normal Import ant
Very import
ant
Reputation of supplier in market
Commitment of supplier with their
products & service
Satisfactory during transaction with
supplier
General analysis
11. For Price factor, What items do you consider to have an important influence in your purchase decision? On a scale of 1 to 5, where 1 is not important at all and 5 is very important please circle the number that most fits your rating on each of the following criteria
1 2 3 4 5
Not very importa
nt
Not import
ant
Normal Import ant
Very import
ant
Reduce or low price
Promotion by goods
Volume rebate in month/quarter
General analysis
APPENDIX 3 – Descriptive Analysis
Descriptive Statistics
N Minimum Maximum Mean Std. Deviation
QUALITY - flavor 88 1 5 4.48 .711
QUALITY - texture 88 1 5 4.43 .770
QUALITY - packing 88 2 5 4.16 .709
QUALITY - design 88 3 5 3.95 .710
SERVICE - payment 88 2 5 4.19 .641
SERVICE - complain 88 2 5 4.02 .727
SERVICE - attitude 88 2 5 3.83 .874
CHANNEL - time delivery 88 3 5 4.39 .576
CHANNEL - urgent order 88 3 5 4.45 .545
CHANNEL - guarantee 88 2 5 4.32 .653
RELATION - trust 88 2 5 4.20 .681
RELATION - commitment 88 2 5 4.22 .734
RELATION - satisfaction 88 2 5 4.09 .783
PRICE - reduce 88 3 5 4.12 .603
PRICE - promotion 88 3 5 4.42 .562
PRICE - rebate 88 3 5 4.53 .566
Valid N (listwise) 88
APPENDIX 4 – Reliability Analysis
Reliability Statistics - Quality factor Cronbach's
Alpha N of Items
0.6907 4
Item-Total Statistics
Scale Mean if Item Deleted
Scale Variance if Item Deleted
Corrected Item- Total Correlation
Cronbach's Alpha if Item Deleted
Q7A 12.5455 2.7795 0.4568 0.6367
Q7B 12.5909 2.7043 0.4225 0.6613
Q7C 12.8636 2.6938 0.5026 0.608
Q7D 13.0682 2.662 0.5189 0.5976
Reliability Statistics - Service factor Cronbach's
Alpha N of Items
0.7387 3
Item-Total Statistics
Scale Mean if Item Deleted
Scale Variance if Item Deleted
Corrected Item- Total Correlation
Cronbach's Alpha if Item Deleted
Q8A 7.8523 1.9664 0.5438 0.686
Q8B 8.0227 1.7006 0.5937 0.619
Q8C 8.2159 1.3896 0.5829 0.6489
Reliability Statistics - Channel factor Cronbach's
Alpha N of Items
0.7746 3
Item-Total Statistics
Scale Mean if Item Deleted
Scale Variance if Item Deleted
Corrected Item- Total Correlation
Cronbach's Alpha if Item Deleted
Q9A 8.7727 1.1202 0.5982 0.709
Q9B 8.7045 1.1301 0.6514 0.6583
Q9C 8.8409 0.9859 0.5931 0.725
Reliability Statistics - Relation factor Cronbach's
Alpha N of Items
0.7832 3
Item-Total Statistics
Scale Mean if Item Deleted
Scale Variance if Item Deleted
Corrected Item- Total Correlation
Cronbach's Alpha if Item Deleted
Q10A 8.3068 1.8243 0.5935 0.7377
Q10B 8.2955 1.7048 0.5922 0.738
Q10C 8.4205 1.4649 0.6874 0.6313
Reliability Statistics - Price factor Cronbach's
Alpha N of Items
0.6554 3
Item-Total Statistics
Scale Mean if Item Deleted
Scale Variance if Item Deleted
Corrected Item- Total Correlation
Cronbach's Alpha if Item Deleted
Q10A 8.9545 0.9404 0.403 0.6472
Q10B 8.6591 0.848 0.5915 0.3863
Q10C 8.5455 0.9864 0.4162 0.6234
Reliability Statistics – purchase decision (Dependence factor) Cronbach's
Alpha N of Items
0.6714 5
Item-Total Statistics
Scale Mean if Item Deleted
Scale Variance if Item Deleted
Corrected Item- Total Correlation
Cronbach's Alpha if Item Deleted
QUALITY 17.1477 3.3228 0.5068 0.5935
SERVICE 17.5682 2.8229 0.4117 0.638
CHANNEL 17.2727 3.373 0.3942 0.6335
RELATION 17.3636 3.2226 0.4196 0.6225
PRICE 17.5568 3.2381 0.433 0.6168
APPENDIX 5 – Factor Analysis
KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling
Adequacy. .810
Bartlett's Test of Sphericity
Approx. Chi-Square 499.760
df 120
Sig. .000
Communalities
Initial Extraction
QUALITY - flavor 1.000 .477
QUALITY - texture 1.000 .497
QUALITY - packing 1.000 .634
QUALITY - design 1.000 .784
SERVICE - payment 1.000 .651
SERVICE - complain 1.000 .673
SERVICE - attitude 1.000 .764
CHANNEL - time
delivery 1.000 .680
CHANNEL - urgent
order 1.000 .742
CHANNEL - gurrantee 1.000 .646
RELATION - trust 1.000 .669
RELATION -
commitment 1.000 .663
RELATION - sastifaction 1.000 .771
PRICE - reduce 1.000 .563
PRICE - promotion 1.000 .711
PRICE - rebate 1.000 .755
Extraction Method: Principal Component Analysis.
Total Variance Explained
Extraction Method: Principal Component Analysis.
a When components are correlated, sums of squared loadings cannot be added to obtain a total variance
Component Matrix(a)
Component
1 2 3 4 5
QUALITY - flavor .576
QUALITY - texture .619
QUALITY - packing .507
QUALITY - design .510 -.512
SERVICE - payment .574 .513
SERVICE - complain .532 .515
SERVICE - attitude .615
CHANNEL - time
delivery .645
CHANNEL - urgent
order .688
CHANNEL - guarantee .526
RELATION - trust .576
RELATION -
commitment .638
Compon
ent Initial Eigenvalues
Extraction Sums of Squared Loadings
Rotation Sums of Squared Loadings(a)
Total
% of Variance
Cumulativ
e % Total
% of Variance
Cumulati
ve % Total
% of Variance
Cumulati ve %
1 5.389 33.683 33.683 5.389 33.683 33.683 3.976
2 1.783 11.142 44.825 1.783 11.142 44.825 3.445
3 1.274 7.964 52.789 1.274 7.964 52.789 3.016
4 1.125 7.031 59.821 1.125 7.031 59.821 3.079
5 1.109 6.929 66.750 1.109 6.929 66.750 2.997
6 .919 5.741 72.491
7 .760 4.750 77.241
8 .597 3.731 80.972
9 .529 3.307 84.279
10 .506 3.162 87.441
11 .435 2.721 90.162
12 .409 2.554 92.716
13 .358 2.236 94.952
14 .304 1.901 96.853
15 .279 1.747 98.600
16 .224 1.400 100.000
RELATION - satisfaction .670
PRICE - reduce .648
PRICE - promotion .629
PRICE - rebate .668
Extraction Method: Principal Component Analysis.
a 5 components extracted.
Pattern Matrix(a) Component 1 2 3 4 5
QUALITY - flavor
QUALITY - texture
QUALITY - packing .748
QUALITY - design .933
SERVICE - payment .603
SERVICE - complain .802
SERVICE - attitude .937
CHANNEL - time
delivery .830
CHANNEL - urgent
order .806
CHANNEL - gurrantee .878
RELATION - trust .809
ELATION - commitment .729
RELATION - sastifaction .852
PRICE - reduce
PRICE - promotion .726
PRICE - rebate .936
Extraction Method: Principal Component Analysis. Rotation Method: Promax with Kaiser Normalization.
a Rotation converged in 6 iterations
APPENDIX 6 – Regression Analysis
Variables Entered/Removed(b)
Model
Variables Entered
Variables
Removed Method
1 PRICE1,
PRODUCT1, SERVICE1, CHANNEL1, RELATIO1(a)
. Enter
a All requested variables entered.