THE DETERMINANTS OF PURCHASE INTENTION OF CUSTOMERS: IN THE CASE OF MOHA SOFT DRINKS INDUSTRIES S.C.

Abstract

Customers’ Purchasing Intention is crucial to any business for the customer to consume a product. The purpose of this study is to analyze the determinants of Purchase Intention of Moha soft drinks customers. Thus, this study evaluates the relationship between Purchase Intention and the independent variables which are quality, price, availability, promotion, competition and service providers of Moha soft drinks. To see the relationships and effect between the Independent variables and Purchase Intention, this research adopted Explanatory research method analysis. For this study primary data was collected using five-point Likert scale-based questionnaire that was constructed considering most of the dimensions that affect customers Purchasing Intention. Samples of 345 customers were selected using purposive sampling technique, and 300 customers have completed and returned. And the data was analyzed using descriptive statistics. The statistical methods of analysis included a descriptive statistic for demographic profile, and inferential statics correlation and Regression analysis presented through SPSS version 20. The result of this study revealed that, out of the six independent variables assessed: Product Quality, Product Availability, Promotion and Service Provider significantly and positively affects Purchase Intention of customers of Moha soft drinks. However, competition and Price have negative and yet statistically significant relationship with Purchase Intention.