IMAGE AND MARKETING MIX AFFECTING CONSUMPTION BEHAVIOR OF SOCIAL ENTERPRISE: A CASE STUDY OF BANANA FAMILY HEALTHY SNACK SHOP
Article Sidebar
Published:
Aug 3, 2021
Keywords:
Image, Marketing Mix, Social Enterprise
Main Article Content
Abstract
The Department of Business Administration, Faculty of Social Sciences, Srinakharinwirot University and the Association for Population and Community Development have signed MOU to develop a social enterprise training course for NGOs, which, after having joined the course, set up Banana Family healthy snack shop in 2014. This shop was the startup of a new young generation aiming to turn ordinary organic banana into healthy fruit snacks and sell them to help solving social problems of children community in their society. Therefore, in order to do a wealthy business, creating a brand image, as well as marketing mix factors, were so essential for operating a sustainable social enterprise. The purpose of this research was to study the model of the social business image through four marketing mix factors: product, price, distribution channel, and marketing promotion affecting the consumption behavior of a snack product business. From the tests of model, it showed that it was consistent with empirical data (χ2 /df=1.22, df=22, p=0.21, GFI=0.98, AGFI=0.96, CFI=0.99, PGFI=0.48, RMS EA=0.02). There were six hypothesized variables affecting the causal relationship between the variables. The Banana Family image was found to be interrelated with the influence of market mix incentives, with most indirectly influenced by price and product factors. There was no direct influence between the image and the behavior of consumer products, except the image of Banana Family and marketing factors affecting repeating purchases, which was related to channel distribution factors and promotion.
Article Details
How to Cite
Lertkulprayad, L. . ., & Moudsong, P. . . (2021). IMAGE AND MARKETING MIX AFFECTING CONSUMPTION BEHAVIOR OF SOCIAL ENTERPRISE: A CASE STUDY OF BANANA FAMILY HEALTHY SNACK SHOP. Dusit Thani College Journal, 15(2), 50–67. Retrieved from https://so01.tci-thaijo.org/index.php/journaldtc/article/view/249333
Section
Research Article
Article Screening Policy
- All research and academic articles to be published must be considered and screened by three peer reviews in the relevant field / article.
- All articles, texts, illustrations and tables published in the journal are the personal opinions of the authors. Editors don't always have to agree. And no responsibility whatsoever is the sole responsibility of the author.
- The articles to be published must never be published. Where did you first publish? And not in the consideration of other journals If the audit found that there has been a duplicate publication It is the sole responsibility of the author.
- Any article that the reader sees as being plagiarized or impersonated without reference. Or mislead the work of the author Please let the journal editor know it will be your greatest blessing.
References
Assael, H. (1998). Consumer Behavior and Marketing Action. Ohio: South-Western College Pub.
Arbuckle, J. J. (1995). AMOS user's guide. Chicago: Small Waters.
Bellin, H. (2016). Branding and marketing channel strategies: Some effects on channel partners. Journal of Marketing Channels, 23, 255-257.
Betancourt, R., & Gautschi, D. (1990). Demand Complementarities, Household Production, and Retail Assortments, Marketing Science, 2, 146-161.
Berelson, B., & Steiner, G. A. (1964). Human Behavior: An Inventory of Scientific Findings. New York: Harcourt, Brace & World.
Betancourt, R. & Gautschi D. (1990). Demand Complementarities, Household Production, and Retail Assortments. Marketing Science, 2, pp.146-161.
Bollen, K. A. (1989). Structural equations with latent variables. Oxford, England:
John Wiley & Sons.
Browne, M. W., & Cudeck, R. (1993). Alternative ways of assessing model fit. Sage focus editions, 154, 136-162.
Chacon, V., Letona, P., & Barnoya, J. (2013). Child-oriented marketing techniques in snack food packages in Guatemala. BMC Public Health, 13, 967-967. doi: 10.1186 / 1471-2458-13-967
Chisnall, P. M. (1995). Consumer Behavior. Berks: McGraw-Hill.
Crofton, E. C., Markey, A., & Scannell, AGM (2013). Consumers' expectations and needs towards healthy cereal based snacks: An exploratory study among Irish adults. British Food Journal, 115(8), 1130-1148. doi: 10.1108 / BFJ-08-2011-0213
Di Domenico, M., Tracey, P., and Haugh, H. (2009). The Dialectic of Social Exchange: Theorizing Corporate, Social Enterprise Collaboration, Organization Studies, 30, 887-907.
Defourny, J. & Nyssens, M. (2006) Defining social enterprise, in Nyssens M. (ed) Social enterprise: At the Crossroads of Market, Public Policies and Civil Society, Abingdon: Routledge, pp.3-26.
Elif Karaosmanoğlu, Ayşe Banu Elmadağ Baş, & Jingyun (Kay) Zhang. (2011). The role of other customer effect in corporate marketing: Its impact on corporate image and consumer‐company identification. European Journal of Marketing, 45(9/10), 1416-1445. doi:https://doi.org/10.1108/03090561111151835
Fan, X. & Chen, J. (2002). Measurement of Brand Image: A Brand Identity-based Integrated Model and Empirical Study. Nankai Journal, 03, pp.65–71.
Farida, N., & Ardyan, E. (2016). Repeat Purchase Intention of Starbucks Consumers in Indonesia: A Green Brand Approach Namjera Ponovljene Kupovine Potrošača Starbucksa U Indoneziji: Pristup Zelene Marke (Vol. 7).
Farmer, J., De Cotta, T., McKinnon, K., Barraket, J., Munoz, S.-A., Douglas, H., & Roy, MJ (2016). Social enterprise and wellbeing in community life. Social Enterprise Journal, 12(2), 235-254.doi:10.1108 /SEJ-05-2016-0017
Gefen, D., Straub, D., & Boudreau, M. (2000). Structural Equation Modeling And Regression: Guidelines For Research Practice. Communications of the Association for Information Systems, 4. doi:10.17705/1CAIS.00407
Girju, M. M. (2012). Variation in consumption: Supply and demand factors that affect individual consumer behavior. (3523580 Ph.D.), The University of Texas at Dallas, Ann Arbor. From Https://search.proquest.com/docview/ Retrieved 1038154458? ACCOUNTED =44800 a ProQuest Dissertations & Theses Database the Global.
Hair, J. R., Black, W. C., Babin, B., Anderson, R., & Tatham, R. L. (2010). SEM: An introduction. Multivariate data analysis: A global perspective. Multivariate Data Analysis: A Global Perspective, 629-686.
Harding, R. (2010) Hidden Social Enterprises: Why We Need to Look Again at the Numbers. London: Delta / IFF Research.
Jackson, G., & Ahuja, V. (2016). Dawn of the digital age and the evolution of the
marketing mix. Journal of Direct, Data and Digital Marketing Practice, 17 (3),
170-186. doi:10.1057/dddmp.2016.3
J. Nipha Khong Im (2018). Consumption of Thai desserts by youth in Nonthaburi Province. Bangkok: Faculty of Business Administration, Rajapruek University.
Jöreskog, K. G., & Sörbom, D. (1993). LISREL8: Structural Equation Modeling with the SIMPLIS Command Language: Scientific Software International.
Kanter, R., and Purrington, C. (1998). Lockheed Martin IMS: Making a Contribution and a Profit. Harvard Business School Case, pp.399-018.
Kelloway, E. K. (1998). Using LISREL for Structural Equation Modeling: A Researcher's Guide: SAGE Publications.
Kotler, P. (2003). Marketing Management. (11th ed.). New Jersey: Prentice-Hall International Editions.
Kotler, P. and Armstrong, G. (2001). Principles of Marketing. New Jersey: Prentice-Hall.
Krishnan, T., Koelemeijer, K., & Rao, R. (2002). Consistent Assortment Provision and Service Provision in a Retail Environment. Marketing Science, 21 (1),54-73.
Lee, N. R., & Kotler, P. (2011). Social Marketing: Influencing Behaviors for Good: SAGE Publications.
__________. (2015).Social Marketing: Changing Behaviors for Good: SAGE Publications.
Liem, D. G., & Zandstra, L. H. (2009). Children's liking and wanting of snack products: Influence of shape and flavor. The International Journal of Behavioral Nutrition and Physical Activity, 6, 38-38. DOI: 10.1186 / 1479-5868-6-38
Lien, C.-H., Wen, M.-J., Huang, L.-C., & Wu, K.-L. (2015). Online Hotel Booking: The Effects of Brand Image, Price, Trust and Value on Purchase Intentions. Asia Pacific Management Review, 20(4), pp.210-218.
Medrano, N., & Olarte-Pascual, C. (2016). An empirical approach to marketing
innovation in small and medium retailers: An application to the Spanish sector, Contemporary Economics, 10 (3). 205-216. DOI: 10.5709/ce.1897-9254.210
Ministry of Interior (2561). Summary of OTOP products, sales by provinces for the fiscal year 2017. Retrieved from http://logi.cdd.go.th/cddcenter/cdd_report/otop_r 04.php? & Year =2561 & org_group=0
Mogilner, C., Rudnick,T., & Lyengar, S. (2008). The Mere Categorization Effect: How the Presence of Categories Increases Choosers' Perceptions of Assortment Variety and Outcome Satisfaction, Journal of Consumer Research, 35 (2), 202-215.
Park, C. Whan, Jun, Sung Y., and Allan D. Shocker (1996). Composite Branding Alliances: An Investigation of Extension and Feedback Effects. Journal of Marketing Research, 33(4), pp.453-466.
Phan Thuy, X. (2015). MARKETINGs of everyday food choices. In E. Chambers, D. Chambers, K. Koppel, & DH Nguyen (Eds.), ProQuest Dissertations and Theses: ProQuest Dissertations Publishing.
Powell, M., & Osborne, S. P. (2015). Can marketing contribute to sustainable social enterprise? Social Enterprise Journal, 11(1), 24-46. DOI:10.1108 /SEJ-01-2014-0009
Sandhusen, R. L. (2000). Marketing (3rd ed.). New York, NY: Barron’s Business Review Books.
Saris, W. E., & Strnkhorst, L. H. (1984). Causal Modeling in Nonexperimental Research:
An Introduction to the Lisrel Approach: Sociometric Research Foundation.
Siegel, M., Lotenberg, L. D., & Lynne, D. (2007). Marketing Public Health: Strategies to Promote Social Change: Jones & Bartlett Learning.
Thairath Online (2018, 18 June 2018). 'OTOP Midyear 2018 ' Ends Great, Breaking Record Sales Sweeping Over 1.2 Billion. Retrieved from https://www.thairath.co.th/content/ 1311074
Williams, C. (2007). De-linking Enterprise Culture from Capitalism and its Public Policy Implications. Public Policy and Administration, 22(4),461-474
Jaturongkakul, Adul. (2000). Consumer Behavior. 6th ed. Bangkok: Thammasat University. (in Thai)
Nonglak Wiratchai (1999). Model LISREL: Analytical Statistics for Research (3 ed.). Bangkok: Chulalongkorn University Press. (in Thai)
Pawit Ontawong (2013). Strategies for Developing Snack Products of Entrepreneurs in Mueang District. Mae Hong Son Province. Ganesha Journal, 8(2), 93-105 (in Thai)
Seri Wongmontha (2011). Marketing strategy. Marketing plan. Bangkok: Duangkamol Samai. (in Thai)
Siriwan Serirat (2006). Marketing Research. Bangkok: Thammasarn Company Limited (in Thai)
___________. (2007). Consumer Behavior. Bangkok: Theerafilm and Sitex. (in Thai)
Arbuckle, J. J. (1995). AMOS user's guide. Chicago: Small Waters.
Bellin, H. (2016). Branding and marketing channel strategies: Some effects on channel partners. Journal of Marketing Channels, 23, 255-257.
Betancourt, R., & Gautschi, D. (1990). Demand Complementarities, Household Production, and Retail Assortments, Marketing Science, 2, 146-161.
Berelson, B., & Steiner, G. A. (1964). Human Behavior: An Inventory of Scientific Findings. New York: Harcourt, Brace & World.
Betancourt, R. & Gautschi D. (1990). Demand Complementarities, Household Production, and Retail Assortments. Marketing Science, 2, pp.146-161.
Bollen, K. A. (1989). Structural equations with latent variables. Oxford, England:
John Wiley & Sons.
Browne, M. W., & Cudeck, R. (1993). Alternative ways of assessing model fit. Sage focus editions, 154, 136-162.
Chacon, V., Letona, P., & Barnoya, J. (2013). Child-oriented marketing techniques in snack food packages in Guatemala. BMC Public Health, 13, 967-967. doi: 10.1186 / 1471-2458-13-967
Chisnall, P. M. (1995). Consumer Behavior. Berks: McGraw-Hill.
Crofton, E. C., Markey, A., & Scannell, AGM (2013). Consumers' expectations and needs towards healthy cereal based snacks: An exploratory study among Irish adults. British Food Journal, 115(8), 1130-1148. doi: 10.1108 / BFJ-08-2011-0213
Di Domenico, M., Tracey, P., and Haugh, H. (2009). The Dialectic of Social Exchange: Theorizing Corporate, Social Enterprise Collaboration, Organization Studies, 30, 887-907.
Defourny, J. & Nyssens, M. (2006) Defining social enterprise, in Nyssens M. (ed) Social enterprise: At the Crossroads of Market, Public Policies and Civil Society, Abingdon: Routledge, pp.3-26.
Elif Karaosmanoğlu, Ayşe Banu Elmadağ Baş, & Jingyun (Kay) Zhang. (2011). The role of other customer effect in corporate marketing: Its impact on corporate image and consumer‐company identification. European Journal of Marketing, 45(9/10), 1416-1445. doi:https://doi.org/10.1108/03090561111151835
Fan, X. & Chen, J. (2002). Measurement of Brand Image: A Brand Identity-based Integrated Model and Empirical Study. Nankai Journal, 03, pp.65–71.
Farida, N., & Ardyan, E. (2016). Repeat Purchase Intention of Starbucks Consumers in Indonesia: A Green Brand Approach Namjera Ponovljene Kupovine Potrošača Starbucksa U Indoneziji: Pristup Zelene Marke (Vol. 7).
Farmer, J., De Cotta, T., McKinnon, K., Barraket, J., Munoz, S.-A., Douglas, H., & Roy, MJ (2016). Social enterprise and wellbeing in community life. Social Enterprise Journal, 12(2), 235-254.doi:10.1108 /SEJ-05-2016-0017
Gefen, D., Straub, D., & Boudreau, M. (2000). Structural Equation Modeling And Regression: Guidelines For Research Practice. Communications of the Association for Information Systems, 4. doi:10.17705/1CAIS.00407
Girju, M. M. (2012). Variation in consumption: Supply and demand factors that affect individual consumer behavior. (3523580 Ph.D.), The University of Texas at Dallas, Ann Arbor. From Https://search.proquest.com/docview/ Retrieved 1038154458? ACCOUNTED =44800 a ProQuest Dissertations & Theses Database the Global.
Hair, J. R., Black, W. C., Babin, B., Anderson, R., & Tatham, R. L. (2010). SEM: An introduction. Multivariate data analysis: A global perspective. Multivariate Data Analysis: A Global Perspective, 629-686.
Harding, R. (2010) Hidden Social Enterprises: Why We Need to Look Again at the Numbers. London: Delta / IFF Research.
Jackson, G., & Ahuja, V. (2016). Dawn of the digital age and the evolution of the
marketing mix. Journal of Direct, Data and Digital Marketing Practice, 17 (3),
170-186. doi:10.1057/dddmp.2016.3
J. Nipha Khong Im (2018). Consumption of Thai desserts by youth in Nonthaburi Province. Bangkok: Faculty of Business Administration, Rajapruek University.
Jöreskog, K. G., & Sörbom, D. (1993). LISREL8: Structural Equation Modeling with the SIMPLIS Command Language: Scientific Software International.
Kanter, R., and Purrington, C. (1998). Lockheed Martin IMS: Making a Contribution and a Profit. Harvard Business School Case, pp.399-018.
Kelloway, E. K. (1998). Using LISREL for Structural Equation Modeling: A Researcher's Guide: SAGE Publications.
Kotler, P. (2003). Marketing Management. (11th ed.). New Jersey: Prentice-Hall International Editions.
Kotler, P. and Armstrong, G. (2001). Principles of Marketing. New Jersey: Prentice-Hall.
Krishnan, T., Koelemeijer, K., & Rao, R. (2002). Consistent Assortment Provision and Service Provision in a Retail Environment. Marketing Science, 21 (1),54-73.
Lee, N. R., & Kotler, P. (2011). Social Marketing: Influencing Behaviors for Good: SAGE Publications.
__________. (2015).Social Marketing: Changing Behaviors for Good: SAGE Publications.
Liem, D. G., & Zandstra, L. H. (2009). Children's liking and wanting of snack products: Influence of shape and flavor. The International Journal of Behavioral Nutrition and Physical Activity, 6, 38-38. DOI: 10.1186 / 1479-5868-6-38
Lien, C.-H., Wen, M.-J., Huang, L.-C., & Wu, K.-L. (2015). Online Hotel Booking: The Effects of Brand Image, Price, Trust and Value on Purchase Intentions. Asia Pacific Management Review, 20(4), pp.210-218.
Medrano, N., & Olarte-Pascual, C. (2016). An empirical approach to marketing
innovation in small and medium retailers: An application to the Spanish sector, Contemporary Economics, 10 (3). 205-216. DOI: 10.5709/ce.1897-9254.210
Ministry of Interior (2561). Summary of OTOP products, sales by provinces for the fiscal year 2017. Retrieved from http://logi.cdd.go.th/cddcenter/cdd_report/otop_r 04.php? & Year =2561 & org_group=0
Mogilner, C., Rudnick,T., & Lyengar, S. (2008). The Mere Categorization Effect: How the Presence of Categories Increases Choosers' Perceptions of Assortment Variety and Outcome Satisfaction, Journal of Consumer Research, 35 (2), 202-215.
Park, C. Whan, Jun, Sung Y., and Allan D. Shocker (1996). Composite Branding Alliances: An Investigation of Extension and Feedback Effects. Journal of Marketing Research, 33(4), pp.453-466.
Phan Thuy, X. (2015). MARKETINGs of everyday food choices. In E. Chambers, D. Chambers, K. Koppel, & DH Nguyen (Eds.), ProQuest Dissertations and Theses: ProQuest Dissertations Publishing.
Powell, M., & Osborne, S. P. (2015). Can marketing contribute to sustainable social enterprise? Social Enterprise Journal, 11(1), 24-46. DOI:10.1108 /SEJ-01-2014-0009
Sandhusen, R. L. (2000). Marketing (3rd ed.). New York, NY: Barron’s Business Review Books.
Saris, W. E., & Strnkhorst, L. H. (1984). Causal Modeling in Nonexperimental Research:
An Introduction to the Lisrel Approach: Sociometric Research Foundation.
Siegel, M., Lotenberg, L. D., & Lynne, D. (2007). Marketing Public Health: Strategies to Promote Social Change: Jones & Bartlett Learning.
Thairath Online (2018, 18 June 2018). 'OTOP Midyear 2018 ' Ends Great, Breaking Record Sales Sweeping Over 1.2 Billion. Retrieved from https://www.thairath.co.th/content/ 1311074
Williams, C. (2007). De-linking Enterprise Culture from Capitalism and its Public Policy Implications. Public Policy and Administration, 22(4),461-474
Jaturongkakul, Adul. (2000). Consumer Behavior. 6th ed. Bangkok: Thammasat University. (in Thai)
Nonglak Wiratchai (1999). Model LISREL: Analytical Statistics for Research (3 ed.). Bangkok: Chulalongkorn University Press. (in Thai)
Pawit Ontawong (2013). Strategies for Developing Snack Products of Entrepreneurs in Mueang District. Mae Hong Son Province. Ganesha Journal, 8(2), 93-105 (in Thai)
Seri Wongmontha (2011). Marketing strategy. Marketing plan. Bangkok: Duangkamol Samai. (in Thai)
Siriwan Serirat (2006). Marketing Research. Bangkok: Thammasarn Company Limited (in Thai)
___________. (2007). Consumer Behavior. Bangkok: Theerafilm and Sitex. (in Thai)