Relationships Between Sachet-Product Usage/Attitudes and Consumer Characteristics

UM > Faculty of Business Administration > DEPARTMENT OF MANAGEMENT AND MARKETING

Status	已發表Published
	Relationships Between Sachet-Product Usage/Attitudes and Consumer Characteristics
	Pornpitakpan, C.; Li, Q.; Sy-Changco, J. A.; Chen, J.
	2016-06-01
Source Publication	38th ISMS (INFORMS Society for Marketing Science) Marketing Science Conference 2016
Abstract	Purpose - This research hypothesizes and analyzes the correlation between sachet-product usage/attitudes and personal characteristics (personality traits and demographic variables) of Chinese consumers in China. Design/methodology/approach - A face-to-face survey is conducted with a convenience sample of 468 Chinese consumers in Shanghai and Zhuhai. Findings - Many relationships between sachet-product usage/attitudes and consumer characteristics are significant. Variety seeking positively correlates with sachet usage frequency and attitudes toward products in sachet. Frugality positively correlates with sachet purchase frequency. Value consciousness positively correlates with sachet purchase frequency and sachet usage frequency, respectively. Price consciousness negatively correlates with attitudes toward products in sachet. Biological sex and age do not correlate with any of the dependent variables. Number of persons living in the household positively correlates with sachet purchase frequency, sachet usage frequency, sachet purchase intentions for home use, and attitudes toward products in sachet. Education negatively correlates with sachet purchase intentions for home use. Personal monthly income negatively correlates with sachet purchase frequency, sachet usage frequency, and
Keyword	China Consumer goods Marketing strategy Sachet marketing Piecemeal marketing Package size
Language	英語English
The Source to Article	PB_Publication
PUB ID	21426
Document Type	Conference paper
Collection	DEPARTMENT OF MANAGEMENT AND MARKETING
Corresponding Author	Pornpitakpan, C.
Recommended Citation GB/T 7714	Pornpitakpan, C.,Li, Q.,Sy-Changco, J. A.,et al. Relationships Between Sachet-Product Usage/Attitudes and Consumer Characteristics[C], 2016.
APA	Pornpitakpan, C.., Li, Q.., Sy-Changco, J. A.., & Chen, J. (2016). Relationships Between Sachet-Product Usage/Attitudes and Consumer Characteristics. 38th ISMS (INFORMS Society for Marketing Science) Marketing Science Conference 2016 .

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