Consumers' Perceptions And Purchase Intention Towards Packaged Fruit Juice In Addis Ababa, Ethiopia

Mulualem Ashenafi
This research focused on factors that may influence consumers' intention to purchase packaged fruit juice product in Addis Ababa. Factors examined are intrinsic factors (i.e. perceived quality, perceived risk and perceived value) and extrinsic factors which include perceived price, packaging, advertisement and store image. All responses were collected by using questionnaire through convenience sampling (n=350).closed ended Questionair was employed to gather data. The research instrument for the
more » ... study is designed through conducting the quantitative method. Data was analyzed through descriptive statistics, comparing mean analysis (i.e. independent t-test and ANOVA) and other analyses (i.e. correlation analysis and multiple linear regressions).According to the study findings, four factors: advertisement, perceived value, perceived quality, and store image were identified as critical factors that consumers of packaged fruit juice products perceive to be important in influencing their purchase intention towards packaged fruit juice products. However, the influences of advertisement, perceived value and perceived quality, in their purchasing decision, were more important than the other factor. The study also finds out that perceived risk, perceived price and packaging have no significant effect on consumers purchase intention of packaged fruit juice products in Addis Ababa. The Finding of the study also shows that there is a significance difference between consumers of packaged fruit juice products who belongs to different age groups with regard to packaging and store image, perceived quality, perceived price and advertisement. The study also concludes that there is significant difference between the respondents" educational level and the factors they consider to be important in influencing their purchase intention. Perceived quality, perceived value, perceived risk and packaging perceived differently among different respondents with different income group. Those respondents who have a larger family size give more atte [...]
doi:10.20372/nadre/17748 fatcat:wcaqawy3sff3hlcsus67pf3hte