Factors Affecting to the Purchase Intention

of Fresh Milk Products with Special

Reference to the Colombo District
(A study based on the Theory of Planned Behavior)

INTEGRATED RESEARCH PROJECT

Introduction
Sri Lanka dairy market is coronary heart disease
dominated by and strokes and many
imported milk products. nutritional benefits than
Domestic fresh milk full cream milk powder
production contributes (Medical Research 2012
only 37%. Institute).
2013
36 Billion foreign Consumer behavior
exchange consume for based on purchase
2014
importing milk products. intention. By identifying
(2016 Central Bank factors affecting to
2015
Report). consumer intention
companies can
Consumption of fresh 89,354.4
improve their marketing 2016
milk products benefits
strategies.
reduction of risk for
 Research Problem
What factors influence the consumer purchase intentions towards fresh
milk products in Colombo District
Base on this problem statement following research questions are
addressed.
What are the existing level of consumer perception when
purchasing fresh milk products?
What are most important factors affecting to the consumer
purchase intention when purchasing fresh milk products
What are recommendation and suggestions to enhance
consumer purchase intention towards fresh milk Products?
 Objectives of the Research
The main objective of this research is as follows;
To determine the factors that are influencing the consumer
purchase intentions towards fresh milk products in Colombo
District.
The specific objectives of this research are as follows;
To determine the existing level of consumer perception when purchasing
fresh milk products?
To determine most important factors affecting to the consumer purchase
intention when purchasing fresh milk products
To provide recommendation and suggestions to enhance consumer
purchase intention towards fresh milk Products?
 Significance of the Study

To help the relative companys marketing decision

makers to determine the factors influencing the purchase
intention of the fresh milk products in Colombo District.
To serve as the valuable information about the local
consumers purchase intention and needs to the fresh
milk producers.
Dairy market become more and more segmented as well
as more projection about consumer potential behavior.
To use as an information resource for future relative
studies or researches
 Brief Literature Review
Title (Author/year) Variables
Consumers Purchase Intentions towards Water Buffalo product knowledge, nutritional benefits,
Milk Products(WBMPs) in the Greater Area of Thessaloniki, attitudes and social contacts
Greece (Alwinson, 2009)

Lactose Free Milk and Dairy Product Purchasing Habit in Milk Knowledge, Packaging, product
Bangkok Thailand Metropolitan Consumers (Panja et al; reputation
2015
Factors Driving Thai Consumers Intention to Purchase Subjective norms, environmental protection,
Organic Foods (Pomsanam et al; 2014) trust in labels, food quality, availability and
convenience
Analysis of Consumer Behavior of Organic Food in North Food knowledge, Health knowledge,
Sumatra Province, Indonesia (Ihsan; 2015) Subjective norms , food attributes and culture
Consumer willingness to pay for organic fresh milk in Taiwan Fresh Milk Logo, price/promotion, organic, and
(Chin and Chu; 2013) product/brand
Purchase intentions for domestic food: a moderated TPB- Attitude, Subjective norms, perceived
explanation (Mette and Harvard; 2016) behavioral control
Conceptual Framework

Attitude

Subjective
Purchase Intention
Norms

Perceived
Behavioral
Control
Operationalization

Variables Dimension Indicators Measurement of

scale
Purchase Re purchase intention Likert scale 5 point
Intention Positive word of mouth
Worth of buying

Attitude Evaluation Brand Image, Country of origin Likert scale 5 point

Behavioral Belief Belief in product attributes
Subjective Nominative beliefs Cultural status, Social relations Likert scale 5 point
Norms motivation to Religion, Information, Influence
comply of spouse, parents, friends and
reference group

Perceived Controllability Fit in daily food pattern Likert scale 5 point

Behavioral Self efficiency Control over decision
Control Expensiveness
 Methodology
Research Design
This research was an exploratory type research with a
quantitative prospective and the study setting in Colombo
District.
In this research it was most appropriate to use deductive
approach.
Population
Total population of 2.3 Million (2012 survey data, Department of
statistics and census)
1.3 Million (Age between 20-60)
Expected Sample size 100
 The Approach to Data Collection
In this research more appropriate to use deductive approach.
Target population have clearly identified. (Consumer age between
20-60 Colombo District)
Data Primary data - Consumer Survey
Secondary data Text books
Web sites
Magazines article

Sampling Method Non Probability

sampling
Convenience Sampling
Delimitations of the Study

respondents will be narrowed down; only respondents

whose age between 20-60 were considered for this
study.
This research attempt to recognize the relationship
between factors and fresh milk product purchase
intention of the consumers. There are many factors that
affect customer behavior, limited to identify purchase
intention of the consumer.
 The Time Plan
Activity September October November December January

1 2 3 4 1 2 3 41 2 3 4 1 2 3 4 1 2 3 4
Selection of area for the
study/Initial supervisor sessions
Preparation of the research
proposal
Primary data gathering

Data analyzing/

Consideration from
supervisor/discussions
Report writing

Final VIVA and Hard copy

submission
Thank You