Mama

Research Problem
• Research objectives & Hypothesis

Main Hypothesis
Behavior intention of Mama’s consumers
can be predicted by Product, Price, Place,
Promotion.
 Research Problem
• Research objectives & Hypothesis

Sub Hypothesis
 The level of Behavior Intention and it’s related factors (Product,
Price, Place, Promotion) are high. (mean>3)
 The level of Behavior Intention on Mama’s consumers is different
between Male and Female.
 The level of Behavior Intention on Mama’s Consumers is different
between Low purchase frequency and High purchase frequency.
 There is a difference in level of Behavior Intention among Instant
noodle brands.
 There is a difference in level of Behavior Intention among Income
level.
 Research Problem
• Research objectives & Hypothesis

Sub Hypothesis
 There is different in the type of sales promotion.
 There is different in the type of instant noodle brands.
 There is a difference in level of Behavioral Intention among
Purchasing Location.
 There is a difference in level of Behavioral Intention among Age of
Respondents.
 There is a difference in level of Behavioral Intention among
Education level of Respondents.
 Research Problem
• Conceptual Model
 Brand Equity

Customer Perception

Brand Awareness
Popularity

Public relations

Promotions

Why eat
Brand Preference
Price

Quality - - Delighted

Package
MAMA?

Brand loyalty

Customer buys more

 Methodology
• Population: Thai Citizens
• Sample: 315 people
• Sampling Technique:
– Simple Random sampling (Probability): each
member of the population has an equal and k
nown chance of being selected.
 Methodology
• Data Collection Method: Questionnaire
(closed-ended questions)
Pros
– Relatively inexpensive
– Cover a large number of people
– No interviewer bias
Cons
– Problems with incomplete questionnaires
 Research Result
• Sample Profile
– Mostly female
– Age 18-22
– Occupation: Student
– Income: 5,000-10,000
– Education level: Bachelor Degree
 Research Result
• Descriptive Data Analysis

Descriptive Statistics

N Mean Meaning
Level of Satisfaction 315 4.16 Satisfied

People are satisfied with Mama’s product by mean =4.16.

 Research Result
• Descriptive Data Analysis: Product
Descriptive Statistics

N Mean Std. Deviation Rank

Variety of tastes 315 3.59 .841 1
The quality of Noodle is good 315 3.53 .897 2
The taste of Mama is good 315 3.48 .908 3
Quantity of noodles in a package is a lot 315 3.44 .957 4
The packaging is good 315 3.39 .911 5
Short Preparation time 315 3.36 .904 6

The most important factor of a product is “Variety of tastes” by mean = 3.59; which
is close to “5=strongly agree”; while the least important factor of the product is
“Short Preparation time” by mean = 3.36.
 Research Result
• Descriptive Data Analysis: Price
Descriptive Statistics

N Mean Std. Deviation Rank

The price influences the buying decision 315 3.51 .925 1
The price of Mama is suitable to its quality 315 3.47 .879 2
The price of Mama should be discounted 315 3.44 .954 3
Price has an affect on mama's image 315 3.28 .970 4

The most important factor of a price is that “The price influences the buying
decision” by mean = 3.51; which is close to “5=strongly agree”; while the least
important factor of the price is that “Price has an affect on mama's image” by mean =
3.28.
 Research Result
• Descriptive Data Analysis: Place
Descriptive Statistics

N Mean Std. Deviation Rank

You usually buy Mama from Hypermarket(Tesco, Big C) 315 3.49 .962 1
You usually buy Mama from convenient shop(7-11) 315 3.47 .968 2
You usually buy Mama from department store 315 3.43 1.021 3
You usually buy Mama from supermarket 315 3.42 .962 4
You usually buy Mama from grocery store 315 3.38 .971 5
You usually buy Mama from Warehouse Club(Makro) 315 3.29 1.033 6

The most important factor of Place is “You usually buy Mama from Hypermarket
(Tesco, Big C)” by mean = 3.49; which is close to “5=strongly agree”; while the least
important factor of Place is “You usually buy Mama from Warehouse Club (Makro)”
by mean = 3.29.
 Research Result
• Descriptive Data Analysis: Promotion
Descriptive Statistics

N Mean Std. Deviation Rank

Sampling has an influence on purchase intention 315 3.49 .935 1
Brand ambassador has an influence on purchasing
315 3.46 .978 2
intention
Premium has an effect towards purchase intention 315 3.39 .999 3
Buy 1 get 1 promotion is interesting 314 3.31 1.040 4

The most important factor of Promotion is “Sampling has an influence on purchasing

intention” by mean = 3.49; which close to “5=strongly agree”; while the least important
factor of Promotion is “Buy 1 get 1 promotion is interesting” by mean = 3.31.
 Research Result
• Descriptive Data Analysis: Behavioral Intention
Descriptive Statistics

N Mean Meaning
Behavior Intention 315 3.3968 Neutral

The behavior intention is neutral by mean = 3.3968.

Research Result

There are 41% of people purchasing Mama

at Supermarket.

There are 25% of people purchasing Mama

at Convenient Shop.

There are 18% of people purchasing Mama

at Hypermarket.

There are 9% of people purchasing Mama at

Department Store.

There are 7% of people purchasing Mama at

other places.
Research Result
Research Result
 Valid Cumulative
Frequency Percent Percent Percent
Valid Brand 66 21.0 21.0 21.0
Price 49 15.6 15.6 36.5
Advertisement 15 4.8 4.8 41.3
Sales 3 1.0 1.0 42.2
Promotion
Package 11 3.5 3.5 45.7
Quality 107 34.0 34.0 79.7
Design 2 .6 .6 80.3
Premium 14 4.4 4.4 84.8
Other Factors 48 15.2 15.2 100.0
Total 315 100.0 100.0

The most influence factor to purchase instant noodles is the quality (34.0%), followed by
brand (21.0%).Then the price is 15.6 %, the other factors is 15.2%, the advertisement is
4.8%, the premium is 4.4%, the package is 3.5%, the sale promotion is 1% and finally the
design is 0.6%.
Research Result
 Frequenc Valid Cumulative
y Percent Percent Percent
Valid Television 76 24.1 24.1 24.1
Magazine 62 19.7 19.7 43.8
Radio 81 25.7 25.7 69.5
Internet 66 21.0 21.0 90.5
Advertisement
20 6.3 6.3 96.8
Board
Words of mouth 6 1.9 1.9 98.7
Other media 4 1.3 1.3 100.0
Total 315 100.0 100.0

The most preferable media is radio (25.7%), followed by television (24.1%)Then the internet is
21%, the magazine is 19.7%, the advertisement board is 6.3%,the words of mouth is 1.9 and
the other media is 1.3%.
Research Result
 Frequenc Valid Cumulative
y Percent Percent Percent
Valid Discount 45 14.3 14.3 14.3
Sweepstake 75 23.8 23.8 38.1
Coupon 3 1.0 1.0 39.0
Buy 1 get 1 109 34.6 34.6 73.7
Premium 32 10.2 10.2 83.8
Other sale 51 16.2 16.2 100.0
promotion
Total 315 100.0 100.0

The most effective sales promotion of all brands is “buy 1 get 1free” (34.6%), followed by
sweepstakes (23.8%).Then the other sale promotion is 16.2%, the discount is 14.3%, the
premium is 10.2% and the coupon is 1 %.
 Research Result
• Hypothesis Testing & SPSS Result
H1: Behavioral Intention of Mama’s consumers can be predicted by
Product, Price, Place, and Promotion.
 Research Result
H1: Behavioral Intention of Mama’s consumers can be predicted by
Product, Price, Place, Promotion.
– 63.5 % of the total variation in Behavior Intention of Mama's consumers can explained by
Product, Price, Promotion and Place.

ANOVA(b)

Sum of
Model Squares df Mean Square F Sig.
1 Regression 63.002 4 15.751 134.310 .000(a)
Residual 36.236 309 .117
Total 99.239 313
a Predictors: (Constant), Place, Price, Promotion, Product
b Dependent Variable: Behavior Intension

Model Summary

Adjusted R Std. Error of

Model R R Square Square the Estimate
1 .797(a) .635 .630 .34245
a Predictors: (Constant), Place, Price, Promotion, Product
 Research Result
Coefficients(a)

Unstandardized Standardized
Model Coefficients Coefficients t Sig.

B Std. Error Beta

1 (Constant) -.589 .173 -3.397 .001
Product .307 .038 .306 8.084 .000
Price .274 .034 .299 7.945 .000
Promotion .317 .033 .348 9.481 .000
Place .262 .041 .249 6.438 .000
a Dependent Variable: Behavior Intension

The most influence factors for positive relationship are Promotion, Product, Price
and Place, respectively.
 Research Result
• H2: The level of Behavior Intention and its related factor (product,
Price, Place, Promotion) are high (mean>3)
One-Sample Statistics

Std. Error
N Mean Std. Deviation Mean
Product 315 3.4640 .56349 .03175
Price 315 3.4529 .61431 .03461
Promotion 314 3.4140 .61738 .03484
Place 315 3.4132 .53393 .03008
Behavior Intention 315 3.3968 .56263 .03170

One-Sample Test

Test Value = 3
95% Confidence Interval
of the Difference
Mean
t df Sig. (2-tailed) Difference Lower Upper
Product 14.615 314 .000 .46402 .4016 .5265
Price 13.085 314 .000 .45291 .3848 .5210
Promotion 11.883 313 .000 .41401 .3455 .4826
Place 13.736 314 .000 .41323 .3540 .4724
Behavior Intention 12.518 314 .000 .39683 .3345 .4592
 Research Result
• H3: The level of Behavior Intention on Mama's consumers is
different between Male and Female.
Independent Samples Test

Levene's Test for

Equality of Variances t-test for Equality of Means
95% Confidence
Interval of the
Mean Std. Error Difference
F Sig. t df Sig. (2-tailed) Difference Difference Lower Upper
Behavior Intension Equal variances
4.040 .045 1.346 310 .179 .08571 .06365 -.03954 .21096
assumed
Equal variances
1.345 306.111 .180 .08571 .06375 -.03973 .21114
not assumed

The level of Behavior Intention on Mama’s consumers has no significance difference between Male
and Female.
 Research Result
• H4: The level of Behavior Intention on Mama’s consumers is
different between Low purchasing frequency and High purchasing
frequency.
Independent Samples Test

Levene's Test for

Equality of Variances t-test for Equality of Means
95% Confidence
Interval of the
Mean Std. Error Difference
F Sig. t df Sig. (2-tailed) Difference Difference Lower Upper
Behavior IntentionEqual variances
.820 .366 -.129 312 .897 -.00849 .06560 -.13757 .12059
assumed
Equal variances
-.127 236.842 .899 -.00849 .06666 -.13980 .12282
not assumed

The level of Behavior Intention on Mama’s consumers has no difference between Low purchase
frequency and High purchase frequency.
 Research Result
• H5: There is a difference in level of Behavioral Intention among
instant noodle brands.

ANOVA

Behavior Intention
Sum of
Squares df Mean Square F Sig.
Between Groups 3.349 5 .670 2.155 .059
Within Groups 96.048 309 .311
Total 99.397 314

There is no difference in the level of Behavioral Intention among instant noodle brands.
 Research Result
• H6: There is a difference in level of Behavioral Intention among
Income level.

ANOVA

Behavior Intention
Sum of
Squares df Mean Square F Sig.
Between Groups 1.330 4 .333 1.051 .381
Within Groups 98.067 310 .316
Total 99.397 314

There is no difference in level of Behavioral Intention among Income level.

 Research Result
• H7: There is a difference in the type of sales promotion.

Test Statistics

Type of sales
promotion
a
Chi-Square 126.238
df 5
Asymp. Sig. .000
a. 0 cells (.0%) have expected frequencies less than
5. The minimum expected cell frequency is 52.5.

There is a significant difference in the type of sales promotion.

 Research Result
• H7: There is a difference in the type of sales promotion.

Type of sales promotion

Observed N Expected N Residual

Discount 45 52.5 -7.5
Sweeptake 75 52.5 22.5
Coupon 3 52.5 -49.5
Buy 1 get 1 109 52.5 56.5
Premium 32 52.5 -20.5
Other sale promotion 51 52.5 -1.5
Total 315

The respondents most prefer kind of promotion is “Buy 1 get 1 free,” with Sweepstake and Discount
followed respectively.
 Research Result
• H8: There is a difference between the instant noodle brands.

Test Statistics

Name of
Brand
Chi-Squarea 661.133
df 5
Asymp. Sig. .000
a. 0 cells (.0%) have expected frequencies less than
5. The minimum expected cell frequency is 52.5.

There is a difference between the instant noodle brands

 Research Result
• H8: There is a difference in the instant noodle brands.

Name of Brand

Observed N Expected N Residual

Mama 217 52.5 164.5
Wai-Wai 61 52.5 8.5
Yum Yum 15 52.5 -37.5
4-Me 2 52.5 -50.5
Gung Ging 12 52.5 -40.5
Other Brands 8 52.5 -44.5
Total 315

The respondents most prefer brand is Mama, with Wai-Wai and Yum Yum followed
respectively.
 Research Result
• H9: There is a difference in level of Behavior Intention among
Purchasing Location.

ANOVA

Behavior Intention
Sum of
Squares df Mean Square F Sig.
Between Groups .962 4 .240 .757 .555
Within Groups 49.232 155 .318
Total 50.194 159

There is no significant difference in level of Behavior Intention among Purchasing Location.

 Research Result
• H10: There is a difference in level of Behavior Intention among Age
of Respondents.

ANOVA

Behavior Intention
Sum of
Squares df Mean Square F Sig.
Between Groups 2.173 3 .724 2.313 .076
Within Groups 97.066 310 .313
Total 99.239 313

There is no significant difference in level of Behavior Intention among Age of Respondents.

 Research Result
• H11: There is a difference in level of Behavior Intention among
Education Level of Respondents.

ANOVA

Behavior Intention
Sum of
Squares df Mean Square F Sig.
Between Groups 1.238 3 .413 1.308 .272
Within Groups 98.159 311 .316
Total 99.397 314

There is no significant difference in level of Behavior Intention among Education Level of

Respondents.
 Brief Conclusion & Recommendation
• Conclusion
– Product, price, place, and promotion have an influence on the behavior
intention of Mama's customers
– Gender, age, purchase frequency, purchase location, education level,
and level of income have a significant difference in behavior intention.
– Target group of Mama is not specific to any group (Mass).
– The reason behind the purchasing a mama may be different. But they all
have the same behavior intention.
– We can also conclude from Chi-Square Goodness of fit that Mama is
still the number one choice among other instant noodles brands.
– Moreover, we know that there is a difference between behavior intention
and the type of sales promotion, in which “buy 1 get 1 free” promotion
influence the most.
– We should maintain the market share and create the sales promotion of
“buy 1 get 1 free” as it will attract customer the most.
 Brief Conclusion & Recommendation

• Conclusion
 Brief Conclusion & Recommendation

• Conclusion – Positioning Map

Positioning Map
10
8
Advertising

Mama
6
Wai-Wai
4
Yum-Yum
2
0
0 1 2 3 4 5 6 7 8 9
Brand
 Conclusion - Perceptual Map

Perceptual Map

8.4
8.2
Brand imgae

8
Mama
7.8
Wai-wai
7.6
Yum-yum
7.4
7.2
7
6.8 7 7.2 7.4 7.6 7.8 8 8.2 8.4
Quality
 Conclusion - Perceptual Map

Perceptual Map

9
8
7
6 Mama
Noodle

5
Wai-wai
4
3 Yum-yum
2
1
0
0 1 2 3 4 5 6 7 8 9
Product
 Brief Conclusion & Recommendation

• Recommendation
– Sampling/buy 1 get 1 free
– More advertising on Radio by FM97.5 and
89.0 and Television by channel 3 and UBC
due 18.01-24.00
– Create new different lines for each target
group ex.mama for kid
 Brief Conclusion & Recommendation

• Recommendation
– Implement of Total Quality Management
because quality is the most important factor to
influence people to purchase instant noodles
– According to the research, most of the
customer will purchase from the department
store so we should arrange events at
department store to increase the sales
Thank You