Shahbaz Sharif, S. Rehman, Zeshan Ahmad, O. Albadry, M. Zeeshan
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引用次数: 2
Abstract
PurposeThe research on consumerism has been dramatically rising in recent decades. However, in the food industry, little research has been empirically conducted in the beverage industry. This research empirically tests the consequences of consumer perceptions: perceived price (PPR), perceived quality (PQ), perceived packaging (PPG) and perceived taste (PT) on repurchase intention (RI) particularly; it unveils the consumer attributes, e.g. gender, age and ethnicity between consumer perceptions and RI of the consumers.Design/methodology/approachThe data were collected from 403 consumers of the beverage industry (e.g. Nestle, Mitchell's Fruit Farms, Murree Brewery and OMORE) in Pakistan. The researchers used online survey questionnaires followed by a cross-sectional approach because data collection physically was not possible due to COVID-19.FindingsData were analyzed by Smart partial least square structural equation modeling (PLS-SEM) 3.3.3, and the results supported the significant influence of consumer perceptions separately, e.g. PPR, PQ, PPG and PT on RI. Additionally, gender, age and ethnicity were found to have a moderating role between consumer perceptions and RI, so, the truth of having consumer attributes has been revealed.Practical implicationsThe managers of beverage industries should provide ethical and operational strategies to tackle consumer's problems based on cultural norms. Furthermore, they should make sensible measures for the quality branding of the beverage products. In this way, the consumers will have a better experience of quality, price, taste and packaging, in turn, to RI.Originality/valueThis research targeted the beverage industry that needs facts and figures based on consumer attributes, e.g. age, gender and ethnicity. This research also disclosed the behaviors of consumers according to their gender, age and area of residence.
目的近几十年来,对消费主义的研究急剧上升。然而,在食品行业,很少有人对饮料行业进行实证研究。本研究实证检验了消费者感知的后果:感知价格(PPR)、感知质量(PQ)、认知包装(PPG)和感知品味(PT)对回购意愿(RI)的影响;它揭示了消费者的属性,例如消费者认知和消费者RI之间的性别、年龄和种族。设计/方法/方法数据收集自巴基斯坦403名饮料行业消费者(如雀巢、Mitchell’s Fruit Farms、Murree Brewery和OMORE)。研究人员使用了在线调查问卷,然后采用了横断面方法,因为COVID-19导致无法实际收集数据。通过智能偏最小二乘结构方程建模(PLS-SEM)3.3.3分析了数据,结果分别支持消费者感知的显著影响,如PPR、PQ、PPG和PT对RI的影响。此外,性别、年龄和种族在消费者认知和RI之间起着调节作用,因此,具有消费者属性的真相已经被揭示。实际含义饮料行业的管理者应该根据文化规范提供道德和运营策略来解决消费者的问题。此外,他们应该为饮料产品的品牌质量制定合理的措施。这样,消费者将在质量、价格、口味和包装等方面获得更好的体验,进而达到RI。独创性/价值这项研究针对的是需要基于消费者属性(如年龄、性别和种族)的事实和数字的饮料行业。这项研究还揭示了消费者根据性别、年龄和居住面积的行为。
TQM JournalBusiness, Management and Accounting-Business, Management and Accounting (all)
CiteScore
9.10
自引率
0.00%
发文量
114
期刊介绍:
Commitment to quality is essential if companies are to succeed in a commercial environment which will be virtually unrecognizable in less than a decade. Changing attitudes, changing perspectives and changing priorities will revolutionise the structure and philosophy of future business practice - and TQM will be at the heart of that metamorphosis. All aspects of preparing for, developing, introducing, managing and evaluating TQM initiatives.