CHAPTER 3

THEORETICAL AND CONCEPTUAL FRAMEWORK

Abstract

Chicken is one of the most sought after meat today. The rising increase of demand for chicken
produce gives businesses a new market for expansion. On this matter, the Theory of Planned
Behavior shows significant effects on chicken meat consumption. Subsequently there is no
study that incorporates The Theory of planned Behavior and Price and Product attributes as
motivator in the chicken meat consumption.

This chapter expounds on the theoretical foundation that guided the study. It is largely influence
by the Theory of Planned Behavior by Ajzen (1991) and Price & Product Attributes as a
motivator in chicken meat consumption. Accordingly, these theoretical underpinnings are
translated to a conceptual framework that illustrates the research model of the study.

KEYWORDS: Theory of Planned Behavior, Price, Product Attribut0065

3.1 Theory of
Planned Behavior
Theory of Planned Behavior (Ajzen, 1991) stresses in the link between beliefs and
behavior and it has been applied to studies of the relation among beliefs, attitudes,
behavioral intention and behavior. It is a theory designed to predict and explain human
behavior in specific contexts (Ajzen, 1991). Behavioral intention is an indication of an
individual's readiness to perform a given behavior, is based on attitude toward the
behavior, subjective norm, and perceived behavioral control, and it is assumed to be an
immediate antecedent of behavior (Ajzen, 1991, Wikepedia, 2010).Behavior is an
individual's observable response in a given situation with respect to a given target
(Ajzen, 1991, Wikepedia, 2010). Ajzen (1991) said a behavior is a function of
compatible intentions and perceptions of behavioral control. The Theory of Planned
Behavior is presented in xFigure 1, and it is used in this study to examine consumers’
 behavioral intention and purchasing behavior towards organic food products. These
behaviors are examined in term of how consumers’ perceived of safety, health,
environmental factors and animal welfare, and quality of the organic food products, as
discussed in the five steps consumer decision making process (Armstrong and Kotler,
2010).
Basically, purchase intention represent to what consumers think they will buy (Blackwell et.al,
2001). According to Brown (2003), consumer with intentions to buy certain product will exhibit
higher actual buying rates than those customers who demonstrate that they have no intention of
buying. Consumer’s intention of purchasing organic foods is the first step in developing demand
for organic food products. However, intention do not necessarily equate with actual purchasing.

3.1.1 Attitude
Negative or positive evaluation to perform certain behavior is referred to as attitude of the
person (Neal, Quester, & Hawkins, 2005). Attitude in the TPB framework is the degree to which
a person has a favorable or unfavorable evaluation or appraisal of the behavior in question
(Ajzen, 1991).

3.1.2 Subjective Norm

Subjective norms are the assessment of a person about thinking of people to whom he or she is
closely related to perform a particular behavior (Ajzen & Fishbein, 1980). It is the perceived
social pressure to perform or not to perform the behavior (Ajzen, 1991). Influence of SN on
buying intention is wel documented in the literature (Cheng, Tsai, Cheng, & Chen, 2011; Zhou,
Thøgersen, Ruan, & Huang, 2013; Al-Swidi, Huque, Hafeez, & Shariff, 2014). SN is a measure
of person’s perception of the social pressure and his or her motivation to comply with it
(Fishbein and Ajzen, 1975; Bagozzi, Wong, Abe, & Bergami,2000). The subjective norm is
found by the taking product of the strength of each normative belief, and motivation of the
person to comply with it and this calculation of (SN) is reoffered to as indirect measure of this
construct in TPB (Verbeke & Vackier, 2005).
3.1.3 Perceived Behavioral Control
A person’s perception about his or her own ability to perform certain behavior is referred to as
PBC (Aertsens, Verbeke, Mondelaers, & Huylenbroeck, 2009). The perceived behavioral control
ease of difficulty of performing the behavior, assumed to reflect past experience as well as
anticipated impediments and obstacles (Ajzen, 1991). PBC is a measure of person’s perception
of control belief (C) about buying and perceived power (P) of the belief. Perceived behavioral
control (PBC) is the sum of the product of each control belief of the individual with his/her
perceived power of the certain control aspect to enable or prevent performance of the behavior.
3.2 Price
Price is what the customer will pay for the purchase of product. Pricing can be cost-based,
competitor-based or customer-value based.
The reputation and image of food and food chain lead to high prices. If the food chain can
provide any intangible added value, they can charge premium

Food pricing is an essential factor that shapes individual choice (French, 2003). Conventional
wisdom indicates that high retail price which reflects immediate monetary costs are likely to
hinder consumer purchase behavior while a low price or competitive price leads to an increase
in store traffic and product sales (Pan & Zinkhan, 2006).

price could refer to the perceived value of goods and service, and the different perception of the
goods or service leads to a difference in identifying the price, especially the importance of food
price often has its effect on consumer’s income (Walters and Bergiel, 1989).
Price sensitivity and brand image.
Soba and Aydin (2012) stated that when consumers have a high income level, it means
that price sensitivity of the consumers is low because consumers with a higher income prefer to
buy products at higher prices and they also think that a higher price means higher quality.
Moreover, price sensitivity of the consumers also has an impact on brand image. For example,
the consumer with a high income is more likely to purchase any product which has a good
brand image. Dhurup et al. (2013) studied about price sensitivity and brand image and found
that there is an impact of price sensitivity on brand image.

Price sensitivity, brand image and consumer buying behavior.

Diaz (2003) conceptualized that consumers’ knowledge of prices was found to be
dependent on how much importance they placed on price. For example, if the consumer comes
from lowerincome households, they tend to spend less because their sensitivity to price is
influenced by their income level. Kanghyun and Thanh (2011) also mentioned that when
consumers do an evaluation on the price of the product, price sensitivity will occur. Brucks et al.
(2000) summarized that there is a relationship between price and consumer buying behavior.
Sial et al. (2011) mentioned that a good brand image enhances the value of the brand in the
consumer’s mind because a good image could increase the likeability and desirability of the
product. Fianto et al. (2014) also concluded that that brand image has a positive and significant
influence on consumer buying behavior.

3.3 Product Attributes

3.3.1Product is a good or service offered by company in market (Kotier et al, 2008). Kotier et al
(1999) defined product as something that can be offered to customers for attention, acquisition
or consumption, which will satisfy the needs and wants of customers.
3.3.2The quality of meat has become a key concept for both producers, who judge quality from
an objective viewpoint, based on technical indicators, and consumers, who have a more
subjective point of view towards quality concept (Sepúlvedaetal.,2011;Sepúlvedaetal.,2008).
Very complex and dynamic consumers’ definition of food quality drives the economy of the
global food industry (Papanagiotou et al., 2013; Cardello, 1995).
3.3.3Physical accessibility to the product is hindered by weak supporting infrastructure such as
poor storage facilities, telecommunications and transport, makes the distribution channels that
firms use both longer and more expensive (Nwanko, 2000; Fay and Morrison, 2006) and weak
distribution infrastructure. To enhance the interaction between consumer and firms both formal
and informal distribution channels are used. The informal distribution channels are often linked
to the social network in communities and many times controlled by Govt. (Mahajan and Banga,
2006). Informal distribution channel emerged here formal structured marketing systems are
complemented by, or co-exist with, informal systems to serve a similar set of needs (Nkamnebe,
2006).

Packaging has been gradually taking on an important role as a way to serve consumers by
providing information and delivering functions. The role of packaging is observed as a strategic
tool to influence consumer buying behavior.
Consumer buying behavior is also likely to be influenced by the technology of packaging, such
as its recyclability, microwavable, easy-to-open, easy-to-store, easyto-carry, and preventing
breakages (Silayoi and Speece, 2007).

3.3 Conceptual Framework of the Study

 perceived
behavioral
control
subjective
price
norm

product
attitude intention
attribute

Buying behavior

Sakto akong framework?

3.4 Hypothesis
3.4.1 H1. Subjective Norms and intention are motivators in buying chicken meat
3.4.2 H2. Subjective Norms are not motivators in buying chicken meat
3.4.3 H3 subjective Norms does not
TE NALIBOG KO UNSAON NI 
3.5 Definition of Terms