Marketing Factors Influence on Consumer Trust and Consumer Purchase Decision of Pork Production Towards Local Pig Farms A Study of Phayao Province
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Abstract
The objective of the research aims to study the path analysis of marketing factors which influence consumer trust and purchase decision on pork meat products. A method is an exploratory sequential design based on survey research. The first step is qualitative research, this study purposes to survey marketing factors. A semi-structured interview and a photo elicitation technique (The environment of pork meat market pictures) are employed to collect data. The use of a non-probability sampling method which is a data saturation technique leads to specify number of samples, with 15 respondents participating in this research. According to the qualitative findings, the influenced marketing factors of consumers’ purchase decision on pork meat products consist of 4 influenced factors include satisfaction, trust, marketing mixed, and reference group. The second stage is quantitative research, an online survey is conducted to collect data from the consumers who have experiences towards pork meat purchased. To obtain an undetermined number of samples, a convenience sampling strategy is used. A structural equation model (SEM) is employed to examine the data with 447 completed surveys. The model presents a model-fit with measured values (c2/df = 3.04, CFI = 0.91, TLI = 0.90, RMSEA = 0.07) that reach to a good requirement of acceptable literature. Path analysis results represent (1) satisfaction, marketing mixed and behaviour change have positive direct effect on consumer trust toward pork meat products, (2) marketing mixed has positive direct effect on purchased decision, and (3) marketing mixed has positive indirect effect on purchased decision mediated by trust. The implications for literature reveal an essential role of marketing mixed and trust are remaining significant influenced factors on consumer behaviour and purchased decision. The implications for practice suggest management strategies including farm management and agricultural product development are conform to consumers purchased decision towards pork meat products in Phayao province.
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