Investigating the Impact of Product Quality, Price Sensitivity, and Brand Reputation on Consumer Purchase Intentions in the FMCG Sector

Nova Christian Mamuaya
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Abstract

This research investigates the intricate dynamics influencing consumer purchase intentions within the fast-moving consumer goods (FMCG) sector, focusing on the impact of product quality, price sensitivity, and brand reputation. A quantitative research design was adopted, with data collected from a sample of 500 respondents through an online survey. Descriptive statistics, correlation analysis, regression analysis, and ANOVA were employed to analyze the data comprehensively. The findings reveal a strong positive correlation between perceived product quality and consumer purchase intentions, emphasizing the importance of maintaining high-quality standards. Price sensitivity was found to negatively impact purchase intentions, highlighting the need for strategic pricing strategies. Brand reputation emerged as a significant predictor of purchase intentions, emphasizing the enduring value of strong brand equity. Demographic analyses identified distinct target segments based on age and income levels. The study contributes valuable insights for FMCG companies in developing tailored marketing strategies and enhancing market competitiveness.
调查快速消费品行业产品质量、价格敏感性和品牌声誉对消费者购买意愿的影响
本研究调查了影响快速消费品(FMCG)行业消费者购买意向的复杂动态,重点关注产品质量、价格敏感度和品牌声誉的影响。研究采用定量研究设计,通过在线调查从 500 名受访者中收集数据。研究采用了描述性统计、相关分析、回归分析和方差分析等方法对数据进行综合分析。研究结果显示,感知产品质量与消费者购买意向之间存在很强的正相关性,强调了保持高质量标准的重要性。价格敏感性对购买意向产生了负面影响,突出了战略性定价策略的必要性。品牌声誉成为购买意向的重要预测因素,强调了强大品牌资产的持久价值。人口分析根据年龄和收入水平确定了不同的目标群体。这项研究为快速消费品公司制定有针对性的营销战略和提高市场竞争力提供了宝贵的见解。
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