IDEAS home Printed from https://ideas.repec.org/p/hal/journl/hal-03381729.html
   My bibliography  Save this paper

Factors Affecting the Consumer's Branded Tea Purchase Decision: A Case Study in the Western Province, Sri Lanka

Author

Listed:
  • A. M. K. R. Bandara

    (RUSL - Rajarata University of Sri-Lanka)

  • H. M. M. Gayathri

    (RUSL - Rajarata University of Sri-Lanka)

  • A. I. Y. Lankapura

    (RUSL - Rajarata University of Sri-Lanka)

Abstract

Aims: The purpose of this paper is to identify the factors influencing on consumers' purchasing decisions for branded tea in Sri Lanka. This study investigated the relationship between the factors influencing a consumer's purchase decision on branded tea and the consumer's loyalty behavior. The study concentrated primarily on the socioeconomic factors that influence consumer brand loyalty for tea.* Study Design: Multi-stage quota sampling. Place and Duration of Study: The study was carried out in the Western province, the most densely populated province, and the main administrative and commercial center of Sri Lanka in 2016 - 2017. Methodology: Both primary and secondary data were used in the study. Primary data were mainly collected from a survey using a pre-tested, structured questionnaire. Descriptive analytical techniques, factor analysis, and binary logistic regression analysis were used for data analysis. Statistical analysis was performed using both SPSS and SAS software. Results: According to the factor analysis, three main factors were recognized, such as product, marketing, and lifestyle. The product factor contributes 31 percent to the total variation that implies the prominence of product-oriented variables over the other variables considered. Among the related variables of the product, the highest factor loading (0,963) was received by the taste of the product, while the price (0,946) was the next. The results of the binary logistic regression revealed that both the level of education (ED) and the level of income (IL) had a significant impact on tea brand loyalty. Conclusion: The study concludes that both income and education have a significant impact on brand loyalty for tea, while product, marketing, and life-style attributes are the main factors influencing the purchase decision of the branded tea by the consumer. As product-related attributes contribute more to the purchase decision of branded tea, firms can increase their market share by planning their marketing strategies, focusing mainly on product-related aspects.

Suggested Citation

  • A. M. K. R. Bandara & H. M. M. Gayathri & A. I. Y. Lankapura, 2021. "Factors Affecting the Consumer's Branded Tea Purchase Decision: A Case Study in the Western Province, Sri Lanka," Post-Print hal-03381729, HAL.
    • Handle: RePEc:hal:journl:hal-03381729
    DOI: 10.9734/ajeba/2021/v21i1030432
    Note: View the original document on HAL open archive server: https://hal.science/hal-03381729
    as

    Download full text from publisher

    File URL: https://hal.science/hal-03381729/document
    Download Restriction: no
    File URL: https://libkey.io/10.9734/ajeba/2021/v21i1030432?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:hal-03381729. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.