The Impact of Brand Awareness and Perceived Quality on Purchase Intention: A Case Study of Consumers Choice of Selecting Soft Drink in Swat Region

Authors

  • Waseem Khan PhD Scholar, Center for Management and Commerce, University of Swat
  • Taskeen Haider PhD Scholar, Center for Management and Commerce, University of Swat
  • Dr. Hazrat Bilal Associate Professor, Center for Management and Commerce, University of Swat

Abstract

Organizations today are constantly attempting to interpret changing customer preferences and current trends in customer-centric marketing practices. In line with this, the current study was conducted in the context of Pakistan's beverage sectors in particularly district Swat region. The primary goal of this study was to quantify the effect of perceived quality and brand awareness on customer purchase intentions for beverage goods. Using a cross-sectional design, the data was collected from a sample of 140 correspondence by using an adapted survey methodology. Data interpretation done by statistical analysis, specifically regression analysis using SPSS. According to the findings of the regression analysis, both brand awareness and perceived quality have a positive and statistically significant influence on customer purchase intention. These findings have significant implications for beverage industry practitioners and advertisers, emphasizing the importance of coordinated efforts to increase brand awareness and improve customer perceptions of quality.

Keywords: Beverage Industry, Perceived Quality, Purchase Intention, Brand Awareness

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Published

2023-10-01

Issue

Vol. 2 No. 2 (2023): Journal of Business and Management Research

Section

Articles

How to Cite

The Impact of Brand Awareness and Perceived Quality on Purchase Intention: A Case Study of Consumers Choice of Selecting Soft Drink in Swat Region. (2023). Journal of Business and Management Research, 2(2), 540-556. https://jbmr.com.pk/index.php/Journal/article/view/43