Determinants of Consumer Attitude for Nutritional Drinks: Evidences from Pakistan

Abstract

Mal Nutrition has been a one of the biggest issues in the world over the last years. The prime purpose of this study is to explore the influencing factors of consumer attitude towards nutritional drinks. This study has taken into account the factors that influence consumer attitude as it is of immense importance for any company. This study is basically revolves around Nutritional drinks market of Karachi. The variables included in the research are Word of mouth (WOM), advertisement, celebrity endorsement, price and perceived risk. A Likert-scale questionnaire is distributed to the consumers. The questionnaire consists of the questions related to the dependent variable i.e. consumer attitude and predictors i.e. Word of mouth (WOM), advertisement, celebrity endorsement, price and perceived risk. Once the questionnaire is filled by the 350 customers, statistical tools are applied to the data. Reliability test, factor analysis and regression analysis are applied. The finding of the analysis reveals that word of mouth, advertisement, and perceived risk are positively affecting the customer attitude. From findings it becomes evident that word of mouth and perceived risk are the two most influential factors effecting customer attitude in Karachi. Nutritional drinks industries can increase customer attitude through getting product/brand endorsed by authentic certified organization, customer research, and differentiation strategy.

Authors and Affiliations

Muhammad Ibrahim Ansari, Mansoor Mumtaz, Niaz Hussain Buriro

Keywords

Related Articles

Factors Influencing Employee Service Quality in a Local Municipal Council in Malaysia

This paper aims to analyse the relationship between job satisfaction, transfer of training, perceived organizational support and service quality. Focusing on the factors that influence service quality of employees, the r...

Holistic Methods to the Formation of Integrity: Their Significance in Civilizing the Community by Imam Al-Juwayni

This paper aims to shed light on the integrity value ideas that were specifically developed by Imam al-Juwayni since the fifth decade in the Hijri calendar through a holistic usuli thought method. It indeed has become a...

Attributes for Multi-Ethnic Students’ Acceptance towards the Cultivation of the Implementation of Citizenship Values in Secondary School

The element of citizenship is very significant in forming a nation especially in a country such as Malaysia which is a unique country for its multiracial and multi-ethnic society. All citizens should have the competency...

Assessing the Impact of Corporate Social Responsibilities (CSR) of Multi-National Companies in the Niger Delta Region Nigeria

This study examines the corporate social responsibilities (CSR) of multi-national companies operating in the Niger Delta Region. Data were obtained from questionnaires administered to 400 respondents drawn from the host...

Theory of Planned Behaviour and Halal Compliance

The objective of this paper is to examine the relationship between factors influencing Halal compliance among food truck traders. The factors influencing Halal compliance include behavioural factors (intends, attitude, s...

Download PDF file
  • EP ID EP603164
  • DOI 10.6007/IJARBSS/v7-i2/2609
  • Views 48
  • Downloads 0

How To Cite

Muhammad Ibrahim Ansari, Mansoor Mumtaz, Niaz Hussain Buriro (2017). Determinants of Consumer Attitude for Nutritional Drinks: Evidences from Pakistan. International Journal of Academic Research in Business and Social Sciences, 7(2), 1-16. https://europub.co.uk/articles/-A-603164