Factors influencing purchase intention of sports drinks and carbonated drinks
DOI:
https://doi.org/10.51359/2526-7884.2022.250715Keywords:
bangladesh, beverage market, consumer behavior, influencer endorsement, purchase intention.Abstract
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.
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