Factors influencing purchase intention of wooden toys in the European market : a study for Timb Toys Ceylon
Wijewantha Wellala, Rachika Prabodhi Wijewantha (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024112630474
https://urn.fi/URN:NBN:fi:amk-2024112630474
Tiivistelmä
The major goal of the thesis was to identify and examine which factors influence the purchase intention of wooden toys in the European market. The research was commissioned by Timb Toys Ceylon Pvt Ltd, a Sri Lankan company. A plan to enter the EU market has been developed by Timb Toys Ceylon. Therefore, this study was implemented to understand and gain better knowledge about the process of decision making of the EU consumers toward wooden toys due to a lack of information about EU consumer purchase intentions.
The parent data was gathered from a quantitative approach. A sample size of 250 parents in the EU market was selected. The TPB was the base of this study, and the research model was created by referring to model of TPB. Other than subjective norms, attitude, and the last factor of TPB, which is perceived behavioural control, four more factors were added. Perceived product quality, environmental control, toys-related perceived product risk, and especially consumer value for money were included as independent variables to check their influence on the purchase intention of wooden toys. The regression analysis model was implemented for data analysis and result generation of the thesis.
The results of the thesis and findings were showed that perceived behavioural control was the most influential and significant factor, followed by attitude as the next most significant factor. Subjective norms were identified as a significant factor with a moderate influence on purchase intention of wooden toys compared to perceived behavioural control and attitude factors. Environmental concern was indicated little impact on purchase intention of wooden toys, followed by perceived value for money. Especially two other factors, perceived product quality and perceived product risk, weren’t identified as significant factors in this study. These findings suggested that strategies should be prioritized by Timb Toys to promote positive attitudes toward their brand and products and to enhance positive behavioural control toward their products. Additionally, subjective norms, environmental concern, and value for money should be focused on when strategies are developed.
As a suggestion, more diverse sampling methods than convenience sampling should be employed to achieve more generalizable effects. The influence of culture on purchase intention can be explored, and consideration should be given to why perceived risk and product quality are insignificant. Considering these factors, strategies can be developed to align with European consumer perceptions.
The parent data was gathered from a quantitative approach. A sample size of 250 parents in the EU market was selected. The TPB was the base of this study, and the research model was created by referring to model of TPB. Other than subjective norms, attitude, and the last factor of TPB, which is perceived behavioural control, four more factors were added. Perceived product quality, environmental control, toys-related perceived product risk, and especially consumer value for money were included as independent variables to check their influence on the purchase intention of wooden toys. The regression analysis model was implemented for data analysis and result generation of the thesis.
The results of the thesis and findings were showed that perceived behavioural control was the most influential and significant factor, followed by attitude as the next most significant factor. Subjective norms were identified as a significant factor with a moderate influence on purchase intention of wooden toys compared to perceived behavioural control and attitude factors. Environmental concern was indicated little impact on purchase intention of wooden toys, followed by perceived value for money. Especially two other factors, perceived product quality and perceived product risk, weren’t identified as significant factors in this study. These findings suggested that strategies should be prioritized by Timb Toys to promote positive attitudes toward their brand and products and to enhance positive behavioural control toward their products. Additionally, subjective norms, environmental concern, and value for money should be focused on when strategies are developed.
As a suggestion, more diverse sampling methods than convenience sampling should be employed to achieve more generalizable effects. The influence of culture on purchase intention can be explored, and consideration should be given to why perceived risk and product quality are insignificant. Considering these factors, strategies can be developed to align with European consumer perceptions.