ASSIGNMENT

Theory of Planned Behaviour

Theory of Planned Behaviour

Introduction

A study was conducted to gain a better understanding of the role and relative impact of a number of factors on the formation of consumer purchase intention. A survey on the views and attitudes of customers related to the purchase of ALDI Products was undertaken. A questionnaire was developed based on published research. The aim of the research was to determine the most important factors in explaining intention.

Furthermore the study aimed to specifically examine the role of service quality and merchandise quality is enhancing the prediction of intention over and above the Theory of Planned Behaviour determinants. As well as explore consumers' views in two countries (the UK and Germany). The aim of this study was to test the explanatory and predictive weight of this model in relation to the behavioural intention and attitude towards ALDI Products.

The information was raised by a self-administered questionnaire with a high degree of reliability and consists of eight sections, which includes the following content derived from the theory of Planned Behaviour (adjusted data previously obtained in focus groups): behavioural beliefs associated with use of ALDI Products, the value attributed to these beliefs, normative beliefs about products, willingness to conform to normative expectations associated with substance use, personal and descriptive standard (such as additional components of the variable of subjective norm), exposure to consumption opportunities and perceived behavioural control in such circumstances.

Theory of Planned Behaviour (The theory of planned behaviour) (TPB) Icek Ajzen (1988, 1991) helps us understand how we can change people's behaviour. TPB - a theory which predicts a deliberate behaviour, because behaviour can be planned.

 Theory of Reasoned Action TPB continues the tradition of Theory of Reasoned Action (Theory of Informed) Ajzen and Fishbein (1975, 1980). Continued discovery was the result of the fact that, as it turned out, the behaviour is not 100% voluntary and controlled. This led to the addition of perceived behavioural control. With that addition, the theory became known as the Theory of Planned Behaviour (Theory of Planned Behaviour).

Literature Review

The robustness of the theory of reasoned action has been amply demonstrated (Sheppard, Hartswick and Warshaw, 1988, quoted by Madden, Ellen and Ajzen, 1992). However, it neglects the fact that our behaviours are sometimes only partially voluntary, or they are dependent on the control we think we have on our actions. To address these shortcomings qu'Ajzen and Madden (1986) propose a theory of planned behaviour. It retains elements of the theory of reasoned action by including any perceived behavioural control by the subject as an antecedent of behavioural intentions. Perceived behavioural control will itself be determined by the subject's beliefs about his behaviour. These beliefs, of course, can sometimes prove to be illusions of control. The intentions of the individual to make a given behaviour are the central factor in the theory of planned behaviour. They are supposed to capture the motivational factors that influence behaviour. The intention is not expressed in actual behaviour if it is under the control ...