Abstract:
With the continuous growth of competition in the market place, understanding customers has become more and more important in marketing. The main purpose of this study was to examine whether there is customer Purchase Intention in the Carbonated Soft Drink brand; and if so, what are the factors that contributed for customers’ Purchase Intention. In this study factors examined are intrinsic factors which include Perceived Quality, Perceived Value, Perceived Risk and Extrinsic Factors which include perceived price, Packaging, Brand Image and Advertisement. A quantitative method was applied where for data collection structure questionnaires were used. 200 questionnaires were issued and collected data were analyzed using SPSS v.19.0 Descriptive analysis was used for data analysis. Result shows that Intrinsic and Extrinsic Factors significantly positively correlated with customer Purchase Intention and by 72.8% intrinsic and extrinsic factors impact on customer Purchase Intention concluded by recommending that marketers should focus more attention on extrinsic factors, because of its effects on customer retention. Brand image’ becomes prominent in consumers’ purchasing of Carbonated Soft Drink brand, followed by other factors Advertisement, Perceived Quality, Price, Perceived Risk, Perceived Value and Packaging. The findings proposed useful information to marketers to help them develop effective marketing strategies to enhance the purchasing behavior toward Carbonated Soft Drink brand.
