Factors Influencing Purchase Intention of Sports Drinks and Carbonated Drinks
Purpose: This study tries to identify the factors that impact a Bangladeshi carbonated drinks and sports drinks consumer if endorsers are used for brand promotion. Design/Methodology/Approach: Quantitative methodology has been adopted for the study. Survey of 460 participants from the target group...
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| Format: | Article |
| Language: | English |
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Universidade Federal de Pernambuco
2022-01-01
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| Series: | Consumer Behavior Review |
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| Online Access: | https://periodicos.ufpe.br/revistas/cbr/article/view/250715 |
| _version_ | 1811323474047664128 |
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| author | Ahnaf Chowdhury Niloy |
| author_facet | Ahnaf Chowdhury Niloy |
| author_sort | Ahnaf Chowdhury Niloy |
| collection | DOAJ |
| description | Purpose: This study tries to identify the factors that impact a Bangladeshi carbonated drinks and sports drinks consumer if endorsers are used for brand promotion.
Design/Methodology/Approach: Quantitative methodology has been adopted for the study. Survey of 460 participants from the target group provided information through a questionnaire designed in Likert scale method based on the factors – purchase intention, source attractiveness, source credibility, source familiarity and source compatibility. Data has been analyzed through multiple statistical methods including correlation and regression analysis.
Findings: The result of the study revealed purchase intention of carbonated drinks and soft drinks consumers of Bangladesh has a significant positive relationship with attractiveness, credibility, and familiarity of the endorser, but insignificant relationship with source compatibility.
Originality/Value: Study on influencer’s impact in carbonated drinks of Bangladesh has limited studies while on sports drinks of Bangladesh is yet not present. Many of the available studies are provided in a holistic approach, while this study is focused on the specific area of influencer endorsement. Such understanding strengthens and broadens the existing knowledge about consumer behavior especially in the carbonated and sports drinks market. |
| first_indexed | 2024-04-13T13:55:45Z |
| format | Article |
| id | doaj.art-b81a5185156b4dc1ab19629da6851be6 |
| institution | Directory Open Access Journal |
| issn | 2526-7884 |
| language | English |
| last_indexed | 2024-04-13T13:55:45Z |
| publishDate | 2022-01-01 |
| publisher | Universidade Federal de Pernambuco |
| record_format | Article |
| series | Consumer Behavior Review |
| spelling | doaj.art-b81a5185156b4dc1ab19629da6851be62022-12-22T02:44:12ZengUniversidade Federal de PernambucoConsumer Behavior Review2526-78842022-01-016110.51359/2526-7884.2022.25071531893Factors Influencing Purchase Intention of Sports Drinks and Carbonated DrinksAhnaf Chowdhury Niloy0East West University, Department of Business Administration, Dhaka, BangladeshPurpose: This study tries to identify the factors that impact a Bangladeshi carbonated drinks and sports drinks consumer if endorsers are used for brand promotion. Design/Methodology/Approach: Quantitative methodology has been adopted for the study. Survey of 460 participants from the target group provided information through a questionnaire designed in Likert scale method based on the factors – purchase intention, source attractiveness, source credibility, source familiarity and source compatibility. Data has been analyzed through multiple statistical methods including correlation and regression analysis. Findings: The result of the study revealed purchase intention of carbonated drinks and soft drinks consumers of Bangladesh has a significant positive relationship with attractiveness, credibility, and familiarity of the endorser, but insignificant relationship with source compatibility. Originality/Value: Study on influencer’s impact in carbonated drinks of Bangladesh has limited studies while on sports drinks of Bangladesh is yet not present. Many of the available studies are provided in a holistic approach, while this study is focused on the specific area of influencer endorsement. Such understanding strengthens and broadens the existing knowledge about consumer behavior especially in the carbonated and sports drinks market.https://periodicos.ufpe.br/revistas/cbr/article/view/250715bangladeshbeverage marketconsumer behaviorinfluencer endorsementpurchase intention. |
| spellingShingle | Ahnaf Chowdhury Niloy Factors Influencing Purchase Intention of Sports Drinks and Carbonated Drinks Consumer Behavior Review bangladesh beverage market consumer behavior influencer endorsement purchase intention. |
| title | Factors Influencing Purchase Intention of Sports Drinks and Carbonated Drinks |
| title_full | Factors Influencing Purchase Intention of Sports Drinks and Carbonated Drinks |
| title_fullStr | Factors Influencing Purchase Intention of Sports Drinks and Carbonated Drinks |
| title_full_unstemmed | Factors Influencing Purchase Intention of Sports Drinks and Carbonated Drinks |
| title_short | Factors Influencing Purchase Intention of Sports Drinks and Carbonated Drinks |
| title_sort | factors influencing purchase intention of sports drinks and carbonated drinks |
| topic | bangladesh beverage market consumer behavior influencer endorsement purchase intention. |
| url | https://periodicos.ufpe.br/revistas/cbr/article/view/250715 |
| work_keys_str_mv | AT ahnafchowdhuryniloy factorsinfluencingpurchaseintentionofsportsdrinksandcarbonateddrinks |