Short answer

Prioritize product quality and loyalty-building initiatives over accessibility and price promotions for established brands in competitive markets.

Field
Innovation & Markets
Source
International Journal of Accounting & Finance in Asia Pasific (2022)
Method
Quantitative survey research
Sample
103 participants
Evidence
Moderate effect

For widely recognized products like Pepsi, fostering strong brand loyalty and consistently delivering on perceived product quality are more influential on consumer purchase decisions than factors like ease of access or price. This innovation & markets research insight is drawn from a 2022 study published in International Journal of Accounting & Finance in Asia Pasific. Using Quantitative survey research with 103 participants, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Prioritize product quality and loyalty-building initiatives over accessibility and price promotions for established brands in competitive markets.

Study
Innovation & MarketsHigh ImpactModerate effect

Brand loyalty and perceived quality are key drivers of purchase intention for established consumer brands.

For widely recognized products like Pepsi, fostering strong brand loyalty and consistently delivering on perceived product quality are more influential on consumer purchase decisions than factors like ease of access or price.

International Journal of Accounting & Finance in Asia Pasific · 2022

01

Key Findings

  • 01Perceived product quality has a significant positive correlation with purchase intention.
  • 02Brand loyalty has a significant positive correlation with purchase intention.
  • 03Perceived price affordability, brand awareness, and perceived ease of access did not show significant correlations with purchase intention in this study.
02

Application

Design takeaway

Prioritize product quality and loyalty-building initiatives over accessibility and price promotions for established brands in competitive markets.

How to apply

Brands in similar markets should conduct their own research to validate these findings within their specific consumer base and product category, then allocate resources to quality assurance and loyalty programs.

Project actions

  • 01When researching consumer behavior, consider the maturity of the product market.
  • 02Focus your research on the factors that are most likely to influence purchase decisions in that specific context.
03

Method & Evidence

AimTo determine the extent to which perceived product quality, price affordability, brand awareness, ease of access, and brand loyalty influence consumer purchase intention towards Pepsi in Malaysia and Kuwait.
MethodQuantitative survey research
ProcedureParticipants were surveyed to assess their perceptions of various factors related to Pepsi and their purchase intentions. Statistical analysis was used to test the correlation between these factors and purchase intention.
Sample103 participants
ContextConsumer packaged goods, specifically the soft drink market in Malaysia and Kuwait.

Variables

IV["Perceived product quality","Perceived price affordability","Brand awareness","Perceived ease of access","Brand loyalty"]
DVPurchase intention
CV["Brand (Pepsi)","Geographic location (Malaysia, Kuwait)","Age groups (implied by 'global name to most age groups')"]
04

Strengths & Limitations

Strengths

  • +Identifies key drivers of purchase intention for a well-known brand.
  • +Provides specific insights into the relative importance of different consumer behavior factors.

Limitations

Small sample size, limited geographical scope, and potential for self-reporting bias in survey responses.

Reliability & validity

Reliability could be improved with a larger, more diverse sample and standardized survey instruments. Validity is supported by the identification of significant correlations, but could be strengthened by including behavioral measures of purchase intention.

Think critically

Given that brand awareness and ease of access were not significant factors, how might a company like Pepsi leverage its existing strong brand awareness and distribution network to further enhance perceived quality and loyalty?

05

Design Principles

"For mature product categories, cultivate enduring brand loyalty and uphold high perceived product quality to drive consistent purchase intent."

This insight is crucial for brands operating in mature markets. It suggests that marketing efforts should prioritize reinforcing existing positive perceptions of the product itself and nurturing emotional connections with the brand, rather than solely focusing on distribution or price competitiveness.

06

What This Means for Your Design

For well-known products, people buy them because they trust the quality and are loyal to the brand, not necessarily because it's cheap or easy to find.

How to use in your project

  • 1.This study can inform your research question by highlighting the importance of specific consumer perception factors.
  • 2.Use the findings to justify your choice of independent and dependent variables in a user research project.
07

Add to My Project

08

Quick Cite

Paragraph starter

This research indicates that for established brands like Pepsi, perceived product quality and brand loyalty are significant predictors of purchase intention. This suggests that design and marketing efforts should prioritize reinforcing these aspects over factors such as price or accessibility, especially in competitive markets.

09

Source

International Journal of Accounting & Finance in Asia Pasific

That's What I like: A Study of Consumer Behavior on Purchase Intention Towards Pepsi

journal · 2022

View source

Questions About This Research

What does the research say about brand loyalty and perceived quality are key drivers of purchase intention for established consumer brands?
Prioritize product quality and loyalty-building initiatives over accessibility and price promotions for established brands in competitive markets. Evidence: International Journal of Accounting & Finance in Asia Pasific (2022).
Why does "Brand loyalty and perceived quality are key drivers of purchase intention for established consumer brands." matter for design?
This insight is crucial for brands operating in mature markets. It suggests that marketing efforts should prioritize reinforcing existing positive perceptions of the product itself and nurturing emotional connections with the brand, rather than solely focusing on distribution or price competitiveness.
How can designers apply this research?
Prioritize product quality and loyalty-building initiatives over accessibility and price promotions for established brands in competitive markets.
What were the main findings?
Perceived product quality has a significant positive correlation with purchase intention.. Brand loyalty has a significant positive correlation with purchase intention.. Perceived price affordability, brand awareness, and perceived ease of access did not show significant correlations with purchase intention in this study.
What research method was used?
Quantitative survey research with 103 participants.
How strong is the evidence?
Evidence strength is rated Moderate effect, based on a 2022 journal from International Journal of Accounting & Finance in Asia Pasific.
What should I do differently in my next project?
Brands in similar markets should conduct their own research to validate these findings within their specific consumer base and product category, then allocate resources to quality assurance and loyalty programs.
What are the limitations?
The study was limited to two specific geographic regions (Malaysia and Kuwait) and a relatively small sample size, which may limit the generalizability of the findings. The focus was solely on Pepsi, not a comparative analysis.