Convenience Goods: Factors Affecting Purchase Intention
Adelberto Ll. Areola[a], Al Reden S. Capili[b], Christopher JanG. Dotimas[b],
Jester Luigi B. Ferrer[b], Ma. KristineB. Dayag[b], Jether AnnF. Rizaldo[b]
ABSTRACT
With the proliferation of competing brands in the market and the ever-changing profile, attitudes and
behaviors of consumers, it behooves the marketing student to conduct marketing research both to confirm
the findings of previous researches and to detect possible new trends in consumer purchase behavior. The
purpose of this study is to investigate correlations between purchase intentions of consumers of convenience
goods with factors that, in previous studies, have shown to influence consumer decision to prefer one brand
over another; these factors are brand familiarity, brand image, perceived quality, packaging, and price.
Furthermore, this study aimed to gauge which of these factors have the strongest influence on the purchase
intention of consumers of convenience goods. Results of this study confirm previous findings that the
abovementioned factors have positive correlation with purchase intention. Among the five factors
investigated, perceived value and brand familiarity were found to have the strongest influence on purchase
intention. Relevant conclusions and recommendations are discussed for manufacturers and sellers of
convenience goods.
Keywords: convenience goods, purchase intention, brand familiarity, brand image, perceived quality, packaging,
price
[a]
Faculty, Department of Entrepreneurship, Human Resources Development Management, and
Marketing, School of Accountancy and Business Management
[b]
Student, Department of Entrepreneurship, Human Recourses Development Management, and
Marketing