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918 Tan Yi Ting & Dr Adaviah (2022)

CC .321 .068 .345 4.705 .000
SE .057 .069 .054 .834 .406
PC .241 .061 .238 3.950 .000
a. Dependent Variable: Customer Purchase Intention

4.6 DISCUSSION OF FINDINGS

All the findings obtain from various data analysis methods include descriptive analysis, normality test,
reliability test as well as multiple regression will be discussed in this section.

4.6.1 PRICE HISTORY

Since the p-value for price history is less than 0.05 at 0.04 (as shown at Table 4.7.1), thus it shows that
the positive relationship as price history will positively and significantly influence customer purchase
intention. The result is supported by Wenzel and Martin’s (2011) research. As mentioned in Wenzel
and Martin’s (2011) research, past price’s trend, range and variance will influence customer purchase
intention as pricing patterns observed by consumers over time tends to vary (increase, decrease, remain
same) but consumers will automatically create their own price expectation based on the situation.
They will have their own forecasting rules for the price of particular products or services. Customer
purchase intention is always being influenced by their price expectation. Customer purchase
intentions vary based on the kind of price expectation that exists in consumers’ minds. For example, if
consumers encounter the promotion for discounted price frequently in certain shops, they might adjust
to the lower price and may be adverse to paying the normal price during the promotion campaign. As
consumers come along with its past price memories, thus they will develop their own decision rules
which may alter their purchase intention in either way, buying or not buying for their current purchase.
Due to the increase of raw material cost, manufacturers have increased the product selling price which
might affect consumer buying intention if they realize the changes of the price compared to past price.
Therefore, price history will significantly influence customer purchase intention as proposed in this
study.

Table 4.7.1: Summary of Hypothesis Testing - Price History
Independent Variable Hypothesis Result
Price History H1: Price history will p-value = 0.04 < 0.05
positively and significantly Accepted
influence customer purchase
intention.

4.6.2 STORE VISIT HISTORY

As the p-value of store visit history is less than 0.05 at 0.0031 (as shown at Table 4.7.2). Hence, the
result shows that this independent variable will influence the dependent variable positively and
significantly. High visiting frequency to familiar stores will definitely increase consumers’ knowledge
or familiarity with the products and expertise, especially the interactions of reference price effects
(Bell and Bucklin, 1999). As stated by Urbany and Dickson (1991), usually inexperienced/infrequent
buyers tend to rely on the observed price as an indicator for the quality of the products compared to
those consumers who have the knowledge of the product. This might affect their price estimation. This
is because not all of the products with high price could be categorized as high quality. The price range
for the frozen foods manufactured by Restaurant Vegetarian S.I. Jin

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