The Theory of Reasoned Action - Essay Example

? The Theory of Reasoned Action in the Case of Aldi Review of Related Literature Theory of Reasoned Action According to the theory of reasoned action, the behaviour of individuals can be influenced by their intention of performing a certain behaviour. This intention is often a combination of attitudes toward the behaviour and subjective norms. The strongest factor that influences behaviour is intention that demonstrates the individual’s willingness in carrying out a particular behaviour. Behavioural intentions can be influenced by several factors, including the attitude towards the behaviour, subjective norms, as well as perceived behavioural control. Subjective norms refer to the beliefs about how other individuals in the society will perceive the particular behaviour whereas perceived behavioural control is characterized by the person’s perceptions with regards to their own ability in performing the specific behaviour. It has been considered that a more positive attitude and subjective norm along with a stronger behavioural control can significantly increase the person’s intentions of carrying out the behaviour (Fishbein and Ajzen, 1975). The application of the theory of reasoned action in various studies has shown the relevance of each of the variables as explained by the model. The findings of Ryu and SooCheong (2006) showed how subjective norms were insignificantly related to tourist intentions with regards to local cuisine whereas customer attitudes had a significant impact on behavioural intentions. Personal beliefs also had a positive impact on the intentions of customers. Therefore, it is of great importance that efficient strategies in marketing should be carried out, especially in yielding positive outcomes on tourist attitudes towards local cuisine. Bellman et al (2009) also found out that, among female shoppers, their attitudes along with subjective norms helped influence behavioural intentions when purchasing products. Their personal beliefs were also shown to be influenced by external pressures, such as social perceptions. Service Quality The SERVQUAL has been proposed as a means for measuring this gap and identifying possible areas in service quality that may need further improvements, as explained by Parasuraman, Zeithaml, and Berry (1988). In order to measure the perceptions of customers regarding the quality of services, their expectations can be compared with the actual delivery of services. Five dimensions were proposed- reliability that refers to the employees’ ability of delivering consistent services; responsiveness that refers to the employees’ ability to provide timely assistance to their customers; empathy which is demonstrated through special care and attention for customers; assurance which is the ability of employees to establish trust and confidence among customers; and tangibles that refer to the physical surroundings and resources. It has been asserted that when customers are satisfied with services, they may perceive these to have high quality (Parasuraman et al 1985) or vice versa. Other researchers such as Bolton and Drew (1991) had been in agreement with this notion and asserted that customer satisfaction is associated with service quality, although there have been dissimilar views on the relationship between these two concepts. Thus, it is of great importance that organisations and researchers alike be able to effectively identify the relationship between customer satisfaction and the dimensions of service quality. Customer loyalty has also been shown to be related to perceived service quality; this form of loyalty is characterized by the attitudes demonstrated by the customers regarding repeat purchases and patronization of product. Several service quality dimensions, such as empathy, responsiveness, and reliability have all been proven to influence loyalty among customers (Caruana, 2002; Ehigie, 2006; Ndubisi, 2006; Nguyen and LeBlanc, 2001). Yu Sum and Hui (2007) also concluded that perceptions of service quality can further be influenced by the price of services or demographic characteristics of the customers (e.g. age, gender, culture, and education). 2A. Sample Profile Table 1. Descriptive statistics: Age. N Minimum Maximum Mean Std. Deviation Age 150 18 81 34.17 12.297 Valid N (listwise) 150 In terms of age, the mean is 34.17 years (sd=12.30 years). Table 2. Frequency and percentage breakdown: Gender. Frequency Percent Valid Percent Cumulative Percent Valid Female 71 47.3 47.3 47.3 Male 79 52.7 52.7 100.0 Total 150 100.0 100.0 There are 53% males, while the remainder 47% are females. Table 3. Frequency and percentage breakdown: Relationship status. Frequency Percent Valid Percent Cumulative Percent Valid single 59 39.3 39.3 39.3 married or in a relationship 91 60.7 60.7 100.0 Total 150 100.0 100.0 On relationship status, those who are either married or in a relationship account for 61% of the sample, while 39% are single. Table 4. Frequency and percentage breakdown: Weekly spend. Frequency Percent Valid Percent Cumulative Percent Valid 0-39 ?/€/week 49 32.7 32.7 32.7 40-79 ?/€/week 69 46.0 46.0 78.7 80-119 ?/€/week 27 18.0 18.0 96.7 120+ ?/€/week 5 3.3 3.3 100.0 Total 150 100.0 100.0 In terms of spend per week, 46% spend from 40-79 ?/€, while 33% spend between 0-39 ?/€ weekly. 18% have an average spend between 80-119 ?/€, and 3% spend 120 ?/€ or greater on a weekly basis. Table 5. Frequency and percentage breakdown: Annual income. Frequency Percent Valid Percent Cumulative Percent Valid 0-14??/€ 45 30.0 33.8 33.8 15-24??/€ 35 23.3 26.3 60.2 25-39??/€ 32 21.3 24.1 84.2 40+??/€ 21 14.0 15.8 100.0 Total 133 88.7 100.0 Missing System 17 11.3 Total 150 100.0 Average yearly income in thousand ?/€ percentage breakdown shows that 30% fall within the 0-14 ?/€ range. Moreover, 23% are within the 15-24 ?/€ income category. 24% have incomes within the 25-39 ?/€ range, and 14% fall within the 40+ ?/€ category. 11% did not respond to the item. Table 6. Frequency and percentage breakdown: Where They Buy Most of Their Daily Consumed Products (UK Sample). Frequency Percent Valid Percent Cumulative Percent Valid Tesco 25 16.7 31.6 31.6 ASDA 19 12.7 24.1 55.7 Sainsbury?s 20 13.3 25.3 81.0 ALDI 10 6.7 12.7 93.7 LIDL 4 2.7 5.1 98.7 Other 1 .7 1.3 100.0 Total 79 52.7 100.0 Missing System 71 47.3 Total 150 100.0 For the UK sample, when asked where they buy most of their daily consumed products, 47% did not respond. 17% answered Tesco; 13% responded Sainsbury?s; 13% said ASDA; 7% has ALDI as response; 3% expressed LIDL; and 1% answered Other. Table 7. Frequency and percentage breakdown: Where They Buy Most of Their Daily Consumed Products (Germany Sample). Frequency Percent Valid Percent Cumulative Percent Valid LIDL 23 15.3 32.4 32.4 EDEKA 6 4.0 8.5 40.8 REWE 18 12.0 25.4 66.2 ALDI 11 7.3 15.5 81.7 NETTO 6 4.0 8.5 90.1 OTHER 7 4.7 9.9 100.0 Total 71 47.3 100.0 Missing System 79 52.7 Total 150 100.0 For the Germany sample, when asked where they buy most of their daily consumed products, 53% did not respond. 15% answered LIDL; 12% responded REWE; 7% said ALDI; 5% has Others as response; and 4% each expressed either Edeka or Netto. 2B. Differences in the TPB variables (Intention, Attitude, Subjective Norm and Perceived Behavioural Control) and in Service Quality and Merchandise Quality across Country Table 8. T-tests: Intention. t df Sig. (2-tailed) Intention - I will purchase at ALDI the next time I need a product 1.367 148 .174 Intention - I will try ALDI within the next month .579 148 .563 int_avg -.072 148 .943 There are no significant differences between the two countries when compared by the individual items of Intent to purchase from Aldi and its average (see Table A1 in Appendix A for descriptive statistics of intention) . Table 9 T-tests: Attitudes. T df Sig. (2-tailed) Attitude ALDI - good to bad -.160 148 .873 Moreover, there are no significant differences between UK and German consumers in terms of attitudes towards Aldi (see Table A2 in Appendix A for descriptive statistics of attitudes). Table 10. T-tests: Subjective norms. t df Sig. (2-tailed) Subjective Norms - People who are important to me think that I should buy at ALDI 4.243 148 .000 Subjective Norms - People who influence my decisions think that I should buy at ALDI 2.991 148 .003 Subjective Norms - People who are important to me buy at ALDI 3.982 148 .000 Subjective Norms - People who are important to me do approve of me buying at ALDI 4.663 148 .000 sn_avg 4.512 148 .000 All of the items in the Subjective Norms cluster yielded significant differences. Looking at the means of the two counties, UK consumers garnered higher ratings on all the items of the cluster and its overall average (see Table A3 in Appendix A for descriptive statistics of subjective norms). Table 11. T-tests: Perceived behavioural control. t Df Sig. (2-tailed) Perceived Behavioural Control - It does fully depend on me whether I buy at ALDI or not -6.408 148 .000 Perceived Behavioural Control - It is fully under my control whether I buy at ALDI or not -3.939 148 .000 Perceived Behavioural Control - I have the capability to buy at ALDI -2.402 148 .018 pbc_avg -5.429 148 .000 Perceived Behavioural Control also yielded higher ratings on all items of the cluster, including its overall average. The means of the two countries suggest that German consumers gave higher ratings on all the items and the overall average (see Table A4 in Appendix A for descriptive statistics of perceived behavioural control). Table 12. T-tests: Service quality. t df Sig. (2-tailed) Service Quality ALDI - customer could expect be treated well 1.739 148 .084 Service Quality ALDI - employees could be expected to give customers personal attention 2.494 148 .014 Service Quality ALDI - employees would be willing to help customers .052 148 .959 Service Quality ALDI - ALDI would offer high-quality service 2.788 148 .006 Service Quality ALDI - employees would respond to customers? requests promptly 1.365 148 .174 service_quality_avg 1.909 148 .058 On Service Quality, only two statements received significant results, as follows: Employees could be expected to give customers personal attention (t=2.49, p=.014); and ALDI would offer high-quality service (t=2.79, p=.006) (see Table A5 in Appendix A for descriptive statistics of service quality). Table 13. T-tests: Merchandise quality. t df Sig. (2-tailed) Merchandise Quality ALDI - Products purchased from ALDI would be high in quality .689 148 .492 Merchandise Quality ALDI - Products purchased from ALDI have an acceptable standard of quality -2.146 148 .034 merchandise_quality_avg -.729 148 .467 Merchandise Quality received significant results only for one statement: Products purchased from ALDI have an acceptable standard of quality (t=-2.146, p=.034), with German consumers giving higher ratings to the item (see Table A6 in Appendix A for descriptive statistics of merchandise quality). 2C) Regression of Intention on Attitude, Subjective Norm and Perceived Behavioural Control Table 14. Coefficient of Determination: Attitude, Subjective Norm and Perceived Behavioural Control. Model R R Square Adjusted R Square Std. Error of the Estimate 1 .572(a) .327 .313 1.21219 a Predictors: (Constant), pbc_avg, sn_avg, Attitude ALDI - good to bad 31% of the variance in intent to purchase Aldi is accounted for by the independent variables of Attitude, Subjective Norm and Perceived Behavioural Control, as shown by the adjusted R2 in Table 14 above. Table 15. One-way ANOVA: Attitude, Subjective Norm and Perceived Behavioural Control. Model Sum of Squares df Mean Square F Sig. 1 Regression 104.142 3 34.714 23.625 .000(a) Residual 214.531 146 1.469 Total 318.673 149 a Predictors: (Constant), pbc_avg, sn_avg, Attitude ALDI - good to bad b Dependent Variable: int_avg The one-way ANOVA table shows that there are independent variables in the model that significantly predict Intent to Purchase (F=23.62, p=.00). Table 16. Beta coefficients: Attitude, Subjective Norm and Perceived Behavioural Control. Model Unstandardized Coefficients Standardized Coefficients t Sig. B Std. Error Beta 1 (Constant) .413 .969 .426 .670 Attitude ALDI - good to bad .420 .103 .292 4.098 .000 sn_avg .419 .071 .421 5.931 .000 pbc_avg .035 .165 .015 .210 .834 a Dependent Variable: int_avg From the three independent variables, attitudes towards Aldi (B=.292, p=.00) and subjective norms (B=.421, p=.00) are both significantly and positively correlated with intent to purchase from Aldi as shown by the positive Beta coefficients in Table 16. They are both significant predictors of the latter. 2D) The additional contribution of Service Quality and Merchandise Quality to the TPB model Table 17. Coefficients of Determination: Models 1 and 2. Model R R Square Adjusted R Square Std. Error of the Estimate 1 .572(a) .327 .313 1.21219 2 .611(b) .373 .352 1.17754 a Predictors: (Constant), pbc_avg, sn_avg, Attitude ALDI - good to bad b Predictors: (Constant), pbc_avg, sn_avg, Attitude ALDI - good to bad, service_quality_avg, merchandise_quality_avg Table 17 shows that whereas the variables in Model 1, attitudes, subjective norms, and perceived behavioural control account for 31.3% in the variance of Intent to Purchase from Aldi, the additional variables of Service Quality and Merchandise Quality in Model 2 make for 35.2% of the variance in the dependent variable. Given this, explain only an additional 3.9% of the variance in Intent to Purchase. This is the difference between the two R2 values representing the models or variable sets regressed against Intent to Purchase. Table 18. Beta coefficients: Models 1 and 2. Model Unstandardized Coefficients Standardized Coefficients t Sig. B Std. Error Beta 1 (Constant) .413 .969 .426 .670 Attitude ALDI - good to bad .420 .103 .292 4.098 .000 sn_avg .419 .071 .421 5.931 .000 pbc_avg .035 .165 .015 .210 .834 2 (Constant) -.227 .962 -.236 .814 Attitude ALDI - good to bad .310 .106 .215 2.923 .004 sn_avg .315 .076 .316 4.153 .000 pbc_avg .001 .162 .001 .009 .993 service_quality_avg .147 .099 .119 1.478 .142 merchandise_quality_avg .268 .133 .176 2.007 .047 a Dependent Variable: int_avg 3) Discussion The results of the statistical analyses suggest that there are no significant differences from the intent to purchase Aldi from consumers of the UK and Germany. The means (Table A 1, Appendix A) reveal neutral ratings on intent to purchase. Attitudes towards Aldi reveal similar trends (Table A2). Subjective norm outcomes, however, suggest that UK consumers seem to be more influenced by these considerations compared to their German counterparts (Table A3). In contrast, perceived behavioural control is stronger among German consumers, as attested to by the higher ratings of German consumers on all statements of this cluster (Table A4). Personal attention and expectation of high quality service were higher among UK consumers (Table A5). Merchandise quality , specifically products from ALDI having an acceptable standard of quality was higher for German consumers (Table A6). Overall, attitudes, subjective norms, and perceived behavioural control explained 31.3% of the variability in intent to purchase Aldi products. Attitudes towards Aldi and subjective norms were significant predictors of intent to purchase these products. Service quality and merchandise quality explained only a small percentage of the variance in the latter, accounting for an additional 4% in the coefficient of determination. The theory of reasoned action emphasizes the concept of behavioural intentions along with the ways with which these intentions can affect and determine the behaviour of the person. As shown by the present study, behavioural intentions are brought about by the attitudes along with the subjective norms of the individual, consequently influencing his/her actions and behaviours. There have been various factors that were suggested to be associated with behavioural intentions, such as personal norms, social pressures and perceptions, and the individual’s possible behaviour in the future (Fishbein and Ajzen, 1975). In the case of the current study, attitudes and subjective norms were particularly potent at influencing purchase intent of Aldi consumers. Ryu and SooCheong’s (2006) study showed that subjective norms do not have a significant effect on tourist intentions, although the attitudes of an individual can positively influence behavioural intentions, thereby affecting the behaviour that is exhibited. These were partly similar to the outcomes garnered in the present study – subjective norms proved to be a significant predictor of intent to purchase. While it is of great importance to provide satisfactory service that meets the needs and demands of customers (Bellman et al 2009), the present study shows that service quality is not a significant predictor of purchase intent. Bellman et al (2009) further indicated that the beliefs of a customer were not significantly related to his/her behaviour, most probably because of the possibility that these individuals were still unable to create and hold their own personal beliefs. Nonetheless, it was found out that there was a significant relationship between subjective norms and the customer’s attitude towards behaviour, as with the present study. On the whole, the customers’ attitudes towards behaviours were shown to have a positive link with their behavioural intentions, consistent with the findings of the current research. Zeithaml et al (1993) suggests that there exists a gap between the customers’ expected quality of services and the actual delivery of services by employees. Service quality is characterized by an individual’s perception of a service and its quality; and in the present study, this was shown to have minimal impact on intent to purchase. However, it is possible that it has an indirect influence on this variable because it may influence attitudes, which is a significant predictor of purchase intent. Thus, reliability, assurance, responsiveness, empathy, and tangibles, must all be addressed still, to ensure that positive attitudes about the Aldi brand are formed. Recommendations Given these findings, it is important for Aldi to strive to form positive attitudes among its consumers. Moreover, they should leverage on the influence of subjective norms on purchase intent. Word-of-mouth from significant others is a powerful marketing medium for Aldi. Personal beliefs also played an important role when making decisions, including those that were influenced by family members. The retail industry should be able to implement effective marketing strategies that can yield positive outcomes on the attitudes of retail consumers towards the Aldi brand. Ensuring customer satisfaction is key in eliciting customer loyalty. Customer loyalty can be influenced by certain service quality dimensions, such as reliability, empathy, assurance, and tangibles (Caruana, 2002; Ehigie, 2006; Ndubisi, 2006; Nguyen and LeBlanc, 2001). Loyal customers tend to favourably respond to products and services, and provide positive recommendations about these to other people. However, customer loyalty may not always be brought about by perceived service quality as it is different from satisfaction. Furthermore, other factors besides attitudes and subjective norms can influence customers to remain loyal to Aldi, such as location constraints, lack of alternatives, and financial constraints. Customers’ demographic attributes, such as race, gender, age, educational attainment, and culture are worth examining in future research. References Bellman, L. Teich, I., and Clark, S. (2009) Fashion accessory buying intentions among female millenials, Review of Business, 30 (1), 46-57. Bolton, R. N., and Drew, J. H. (1991). A longitudinal analysis of the impact of service changes on customer attitudes. Journal of Marketing, 55, 1-9. Caruana, A. (2002). Service loyalty. The effects of service quality and the mediating role of customer satisfaction. European Journal of Marketing, 36(7/8), 811-828. Ehigie, B. O. (2006). Correlates of customer loyalty to their bank: a case study in Nigeria. International Journal of Bank Marketing, 24(7), 494-508. Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention, and behaviour: An introduction to theory and research. Reading, MA: Addison-Wesley. Ndubisi, N. O. (2006). A structural equation modeling of the antecedents of relationship quality in the Malaysia banking sector. Journal of Financial Services Marketing, 11(2), 131-141. Nguyen, N., and Leblanc, G. (2001). Corporate image and corporate reputation in customers' retention decisions in services. Journal of Retailing and Consumer Services, 8(4), 227-236. Parasuraman, A., Zeithaml, V. A., and Berry, L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing. 49, 41-50. Parasuraman, A., Zeithamal, V.A. and Berry, L.L. (1988) SERVQUAL: a multiple-item scale for measuring consumer perceptions of service quality, Journal of Retailing, 64(1), 12-40. Ryu, K. and SooCheong, S.J. (2006) Intention to experience local cuisine in a travel destination: the modified theory of reasoned action, Journal of Hospitality & Tourism Research, 30, 507. Yu Sum, C., and Hui, C.L. (2007). Salespersons’ service quality and customer loyalty in fashion chain stores: a study in Hong Kong retail stores. Journal of Fashion Marketing and Management, 13 (1), 98-108. Appendix A – Selected Statistical Tables Table A1. Descriptive statistics: Intention. Country N Mean Std. Deviation Std. Error Mean Intention - I will purchase at ALDI the next time I need a product United Kingdom 79 3.04 1.531 .172 Germany 71 2.69 1.582 .188 Intention - I will try ALDI within the next month United Kingdom 79 4.08 1.421 .160 Germany 71 3.92 1.955 .232 int_avg United Kingdom 79 3.6118 1.30791 .14715 Germany 71 3.6291 1.62671 .19306 Table A2. Descriptive statistics: Attitudes. Country N Mean Std. Deviation Std. Error Mean Attitude ALDI - good to bad United Kingdom 79 3.99 1.080 .122 Germany 71 4.01 .949 .113 Table A3 Descriptive statistics: Subjective norms. Country N Mean Std. Deviation Std. Error Mean Subjective Norms - People who are important to me think that I should buy at ALDI United Kingdom 79 3.48 1.526 .172 Germany 71 2.38 1.651 .196 Subjective Norms - People who influence my decisions think that I should buy at ALDI United Kingdom 79 3.28 1.601 .180 Germany 71 2.48 1.672 .198 Subjective Norms - People who are important to me buy at ALDI United Kingdom 79 3.87 1.234 .139 Germany 71 2.92 1.697 .201 Subjective Norms - People who are important to me do approve of me buying at ALDI United Kingdom 79 4.04 1.523 .171 Germany 71 2.82 1.684 .200 sn_avg United Kingdom 79 3.6677 1.19944 .13495 Germany 71 2.6479 1.56101 .18526 Table A4 Descriptive statistics: Perceived behavioural control. Country N Mean Std. Deviation Std. Error Mean Perceived Behavioral Control - It does fully depend on me whether I buy at ALDI or not United Kingdom 79 5.00 .906 .102 Germany 71 5.79 .532 .063 Perceived Behavioral Control - It is fully under my control whether I buy at ALDI or not United Kingdom 79 5.39 .791 .089 Germany 71 5.80 .401 .048 Perceived Behavioral Control - I have the capability to buy at ALDI United Kingdom 79 5.41 .777 .087 Germany 71 5.70 .744 .088 pbc_avg United Kingdom 79 5.2658 .66320 .07462 Germany 71 5.7653 .42312 .05021 Table A5 Descriptive statistics: Service quality. Country N Mean Std. Deviation Std. Error Mean Service Quality ALDI - customer could expect be treated well United Kingdom 79 3.73 1.337 .150 Germany 71 3.37 1.245 .148 Service Quality ALDI - employees could be expected to give customers personal attention United Kingdom 79 3.47 1.289 .145 Germany 71 2.93 1.356 .161 Service Quality ALDI - employees would be willing to help customers United Kingdom 79 3.53 1.348 .152 Germany 71 3.52 1.119 .133 Service Quality ALDI - ALDI would offer high-quality service United Kingdom 79 3.77 1.467 .165 Germany 71 3.15 1.215 .144 Service Quality ALDI - employees would respond to customers? requests promptly United Kingdom 79 3.59 1.455 .164 Germany 71 3.30 1.200 .142 service_quality_avg United Kingdom 79 3.6203 1.26109 .14188 Germany 71 3.2535 1.07062 .12706 Table A6 Descriptive statistics: Merchandise quality. Country N Mean Std. Deviation Std. Error Mean Merchandise Quality ALDI - Products purchased from ALDI would be high in quality United Kingdom 79 3.94 1.202 .135 Germany 71 3.82 .883 .105 Merchandise Quality ALDI - Products purchased from ALDI have an acceptable standard of quality United Kingdom 79 4.10 1.150 .129 Germany 71 4.45 .789 .094 merchandise_quality_avg United Kingdom 79 4.0190 1.12502 .12657 Germany 71 4.1338 .74142 .08799 Read More