xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxData AnalysisLiterature reviewTheory of Planned Behaviour (TPB) is a theory that depicts the robustness and plausibility of Ajzen research on this particular business field. It mainly focuses on prediction and explanation of people’s behaviour by putting into consideration their attitude, attention, subjective norms, Perceived Behavioral Control (PBC), service quality and merchandise quality. Ajzen defines attitude as an intervening variable and a hypothetical construct that cannot be directly observed but is usually inferred. It is usually influenced by people’s likes and dislikes, environment, objects and recognition. Subjective norms are those behaviors that are influenced by organizations or persons that are of great importance to the individual.
PBC is composed of control beliefs based on objective situations such as money, time, and resources as well as the control power possessed by individuals over these factors (Armitage & Christian, 2004, p. 25). This paper will give a detailed quantitative research and analysis on attitude, intention, subjective norms, perceived behaviour control, service quality, and merchandise quality on purchasing of consumer products from ALDI. A formative research carried out on the several predictors shows that two or more predictors are likely to change if their relative weight is put into consideration when checking on intervention.
It was observed that the higher the relative weight of any factor under study, the higher the probability that the changing factors will have a positive or negative influence on one’s behavior and intentions. Attitudes, PBC, and subjective norms relative weights can be estimated by use of path coefficients or standardized regression analysis. A study carried out on measurement of belief strength shows that behavioral beliefs usually associate one’s behaviour with particular attributes and outcomes.
A strong belief is associated with increased probability that a certain outcome will be observed and the more unfavorable or favorable is the expected outcome, the higher the effect of belief on one’s attitude. The outcome of belief strength is further dependent on approval from certain referent groups or individuals as well as the power to of certain factors which contribute in facilitating or inhibiting performance of a certain behavior (Armitage & Christian, 2004, p. 54). An investigation carried out by Ajzen on the residual impacts on of past actions on later behaviour shows that past experiences can only be used in prediction of later behaviour if and only if the existing circumstances remain stable.
Any unbearable past behaviors are likely to vanish when the intentions become stronger, when the realistic expectations have been put down and when precise strategy for implementation of intention are well developed. According to Armitage & Christian (2004, p. 100) TPB tries to explain that increasing people’s knowledge do not necessarily change the behavior but can only be achieved if more emphasis is placed on perceived norms, subjective norms, attitude and PBC.
Moreover, the value based management programs that mainly concentrate on management knowledge transfer are not equally successful as those that focus on convincing people to change their operational intentions and put more emphasis on controlling their attitudes, PBC and subjective norms.