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    This document outlines a research study on the behavioral intentions of customers of the brand Mama instant noodles. The research question examines whether product, price, place, and promotion affect customer behavioral intention. The main objective is to understand and explain the relationship between these 4Ps and behavioral intention. Other objectives include determining the level of behavioral intention and differences between demographic groups. The main hypothesis is that behavioral intention can be predicted by the 4Ps, while other hypotheses predict differences in intention between factors like gender, purchase frequency, brand, income, promotion type, purchase location, and age.

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    This document outlines a research study on the behavioral intentions of customers of the brand Mama instant noodles. The research question examines whether product, price, place, and promotion affect customer behavioral intention. The main objective is to understand and explain the relationship between these 4Ps and behavioral intention. Other objectives include determining the level of behavioral intention and differences between demographic groups. The main hypothesis is that behavioral intention can be predicted by the 4Ps, while other hypotheses predict differences in intention between factors like gender, purchase frequency, brand, income, promotion type, purchase location, and age.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOC, PDF, TXT or read online from Scribd
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    Download as doc, pdf, or txt
    17 views3 pages

    Assignment 3

    Uploaded by

    api-3719928
    This document outlines a research study on the behavioral intentions of customers of the brand Mama instant noodles. The research question examines whether product, price, place, and promotion affect customer behavioral intention. The main objective is to understand and explain the relationship between these 4Ps and behavioral intention. Other objectives include determining the level of behavioral intention and differences between demographic groups. The main hypothesis is that behavioral intention can be predicted by the 4Ps, while other hypotheses predict differences in intention between factors like gender, purchase frequency, brand, income, promotion type, purchase location, and age.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOC, PDF, TXT or read online from Scribd
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    of 3

    “MAMA”

    (Behavioral Intention)

    Member list

    Tanes P. 481-7633 Sec 423

    Nicha S. 482-5137

    Chanon S. 483-7538

    Nongnut L. 484-6809

    Suphathep S. 491-1813

    Nodtaporn C. 491-2510

    Wijitra J. 491-4204

    Kitti S. 491-5493

    Manoj G. 491-6894

    Yanping C. 491-6896

    MAMA MGT3940 Sec. 423 Page 1


    Research Problems

    Research Question

    We are aiming to learn whether the product, price, place, and promotion have
    an effect on behavioral intention of Mama’s customers.

    Research Objectives

    Main Objective

    1. To understand and explain relationship between product, price, place, and


    promotion and behavioral intention of Mama’s customers.
    2. To find out if there is a difference in level of behavioral intention among each
    demographic of Mama’s customers.

    Other Related Objectives

    1. To find out that the level of behavioral intention and its related factors
    (product, price, place, and promotion) are high or low.
    2. To find out if there is different level of behavioral intention between male and
    female.
    3. To find out if there is different level of behavioral intention between low
    purchase frequency and high purchase frequency customers.
    4. To find out if there is different level of behavioral intention among instant
    noodle brands.

    Hypotheses

    Main Hypothesis:

    1. Behavioral intention of Mama’s consumers can be predicted by Product, Price,


    Place, and Promotion.

    Other Related Hypotheses:

    1. The level of behavioral intention and its related factors (product, price, place,
    and promotion) are high.
    2. The level of behavioral intention on Mama's consumers is different between
    male and female.
    3. The level of behavioral intention on Mama's consumers is different between
    low purchase frequency and high purchase frequency.
    4. There is a difference in level of behavioral intention among instant noodle
    brands.
    5. There is a difference in level of behavioral intention among income levels.
    6. There is a difference in the type of sales promotion.
    7. There is a difference in level of behavioral intention among purchasing
    locations.

    MAMA MGT3940 Sec. 423 Page 2


    8. There is a difference in level of behavioral intention among age of
    respondents.

    MAMA MGT3940 Sec. 423 Page 3

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