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The Relationship of Health Consciousness and Obesity Perception with Purchase Intention for Coca Cola Pakistan

Author

Listed:
  • Hina Sultan
  • Dr. Azeem Ahmad

    (Barani Institute of Sciences, Sahiwal, Pakistan)

  • Dr. Arshia Hashmi

    (The University of Faisalabad, Pakistan)

Abstract

In the vilest competitive market, the purchaser goods manufacturing industries pay devotion to purchasing intention to continue their market status and boost their goodwill. This research study was agreed out to clarify the factors affecting the purchase intention of Coca Cola. This study aims to observe the effect of the independent variable (Health Consciousness and Obesity perception) on the dependent variable (purchase intention). The study describes that the relation between the dependent variable has an insignificant relationship with Health Consciousness and Obesity Perception. This study is based on quantitative estimates, and the sample size of this study is 384. And 550 questionnaires were used for the collection of data. This study shows that health consciousness and obesity perception have an insignificant relationship with purchase intention. The results revealed from SPSS and PLS-SEM showed two out of two insignificant hypotheses, and the remaining are insignificant. Moreover, this study's results have key implications for the beverage sector as they strain the beverage industry's vital role.

Suggested Citation

  • Hina Sultan & Dr. Azeem Ahmad & Dr. Arshia Hashmi, 2019. "The Relationship of Health Consciousness and Obesity Perception with Purchase Intention for Coca Cola Pakistan," iRASD Journal of Management, International Research Alliance for Sustainable Development (iRASD), vol. 1(2), pages 74-86, December.
    • Handle: RePEc:ani:irdjom:v:1:y:2019:i:2:p:74-86
    DOI: 10.52131/jom.2019.0101.0007
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    References listed on IDEAS

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    1. Rana, Jyoti & Paul, Justin, 2017. "Consumer behavior and purchase intention for organic food: A review and research agenda," Journal of Retailing and Consumer Services, Elsevier, vol. 38(C), pages 157-165.
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