FACTORS DETERMINING INTENTION TO PURCHASE PACKAGED FRUIT JUICE: AN EMPIRICAL STUDY AMONG HEALTH-CONSCIOUS URBAN YOUTH IN BANGLADESH

This paper explores the key determinants of purchase intention of packaged fruit juice in Dhaka, Bangladesh among the health-conscious young people living in urban areas. With the industry facing a shift in consumer preferences towards the perceived healthier products in the beverage market, it will be vital that the stakeholders in the industry understand the drivers. A quantitative methodology was employed in the study whereby 240 respondents share their views on a structured questionnaire and data collected were analyzed through factor and multiple regression. The findings uncover five important determinants that include the Perceived Healthfulness and Nutritional Content, Brand Trust and Reputation, Price Sensitivity and Value Perception, Taste and Flavor Authenticity and Packaging Appeal and Convenience. Regressions prove that all five variables significantly and positively affect purchase intention, but Perceived Healthfulness proves to be the strongest predictor. The results highlight the paradigm shift to the wellness-focused consumption of the fast-moving consumer goods (FMCG) industry in Bangladesh. The research offers strategic information to the manufacturers and marketers who want to match the product development and communication with the changing values of this important group of people.