Influence of Brand Loyalty on Purchase Intention towards Soft Drink Industry

Saraniya Devendra, R .H. Asari Tharuka Perera

Abstract


The Soft Drink Industry has high competition. Therefore it is not surprising that these providers have been enforced in challenging circumstances to focus on their customers instead of their Brand Loyalty. Consequentlythe purpose of this study is to evaluate the Brand Loyalty that influencing on Purchase Intention in relation to selective Soft Drink Manufactures. To accomplish the aim of this research, the data were collected from convenience sample of 100 customers in Colombo District. The respondents provided the data by means of a close-ended questionnaire. This study empirically examines the significant relationship between Brand Loyalty (BL) as the independent variable and Purchase Intention (PI) as the dependent variable. While both the variables individually have high level attributes, the Pearson’s correlation analysis explores a positively significant linear relationship (0.807) between BL and PI. Further analysis of regression model with intercept indicates that needs additional suitable variables to predict unexplained variation of 36% of the PI.

Keywords


Brand Loyalty, Purchase Intention and Soft Drink Industry

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References


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