Exploring the Factors Affecting Consumer Purchase Intention Towards Children Multivitamin Products Based on Purchase Store
The purpose of this study is to explore the factors affecting consumer purchase intention towards children multivitamin products based on purchase store at Jakarta and its surrounding cities, such as Bogor, Depok, Tangerang and Bekasi. This study was conducted in a quantitative research with descriptive purpose. The primary data was collected from 250 respondents and divided into two groups, 180 respondents of experienced consumers group and 70 respondents of potential consumers groups. The study findings indicated that ‘purchase store was closed to home or office,’ ‘cheaper price or discount,’ and ‘usually become a habit’ were the important consideration factors to make consumer purchase intention. The other findings showed that supermarket, drug store and pharmacy were the three favorite stores to purchase children multivitamin products. For practical implication, the result of this study showed a clear picture and information about the factors those could determine consumer behavior in purchase intention based on purchase store further, especially for marketers.
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Document Type: Research Article
Publication date: April 1, 2015
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