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All Journal International Journal of Accounting & Finance in Asia Pasific
Suzarmie Supilit
Universiti Sains Malaysia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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That's What I like: A Study of Consumer Behavior on Purchase Intention Towards Pepsi Juliana Johari; Ee Ming Tan; Syaza Najihah; Jia Yin Tan; Fatmah Yousef Alsallal; Suzarmie Supilit; Dalal Alfarhan
International Journal of Accounting & Finance in Asia Pasific (IJAFAP) Vol 5, No 3 (2022): October Edition of International Journal of Accounting Finance in Asia Pasific
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (297.321 KB) | DOI: 10.32535/ijafap.v5i3.1516

Abstract

PepsiCo's Pepsi is one of the leading brands in the enormous soft drinks market. The company has gone through bankruptcy and survived. Pepsi is a common name globally to most age groups with a wide range of target demographics. This paper examines how five key factors, namely perceived product quality, perceived price affordability, brand awareness, perceived ease of access, and brand loyalty, lead to Pepsi's customer purchase intention in Malaysia and Kuwait. We tested hypotheses with 103 participants. The findings showed that perceived product quality and brand loyalty significantly correlate with purchase intention. Our findings provide new insights and contribute to consumer behavior.    Keywords: Brand Awareness, Brand Loyalty, Customers Perception, Purchase Intention, Perceived Ease of Access, Perceived Price Affordability, Perceived Product Quality
That's What I like: A Study of Consumer Behavior on Purchase Intention Towards Pepsi Juliana Binti Johari; Ee Ming Tan; Syaza Najihah Binti Jin Sohaimi; Jia Yin Tan; Fatmah Yousef Alsallal; Suzarmie Supilit; Dalal Alfarhan
International Journal of Accounting & Finance in Asia Pasific (IJAFAP) Vol 5, No 2 (2022): June Edition of International Journal of Accounting Finance in Asia Pasific
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (341.811 KB) | DOI: 10.32535/ijafap.v5i2.1595

Abstract

PepsiCo's Pepsi is one of the leading brands in the enormous soft drinks market. The company has gone through bankruptcy and survived. Pepsi is a common name globally to most age groups with a wide range of target demographics. This paper examines how five key factors, namely perceived product quality, perceived price affordability, brand awareness, perceived ease of access, and brand loyalty, lead to Pepsi's customer purchase intention in Malaysia and Kuwait. We tested hypotheses with 103 participants. The findings showed that perceived product quality and brand loyalty significantly correlate with purchase intention. Our findings provide new insights and contribute to consumer behavior.    Keywords: Brand Awareness, Brand Loyalty, Customers Perception, Purchase Intention, Perceived Ease of Access, Perceived Price Affordability, Perceived Product Quality
Co-Authors Dalal Alfarhan Ee Ming Tan Fatmah Yousef Alsallal Jia Yin Tan Juliana Binti Johari Juliana Johari Syaza Najihah Syaza Najihah Binti Jin Sohaimi