HOW CONSUMERS GIVE PURCHASE INTENTION TOWARD NON-BRANDING OF PALM OIL

Abstract

Nowadays, everything has branding but my family business product is palm oil without branding. I would like to know how branding will be related to our sales volume or customer loyalty on our product. So I try to perform the research by use questionnaire to be my tools for collecting data. The data I get stated that in customer perception, branding has relation to quality of palm oil. They will purchase palm oil with have the reliable packaging with branding on it. However, some of them choose the price to be the bigger important criteria to help on making decision when they intend to purchase palm oil. This result helps us to know how we should develop our product to make customer get an intention to purchase our product and how to get more customer. KEY WORDS: Palm Oil / Non-Branding / Purchase Intention / Customer behavior