Consumer Choice of Soft Drinks: A Causal Path Analysis

Abstract

This paper presents a framework for assessing consumer perceptions on soft drinks evaluation. This study clarifies the roles of perceived quality, perceived product attributes, perceived product availability and perceived product price in evaluating process of consumers’ soft drinks choice. To test hypotheses, data were collected from 592 respondents. Data were analyzed via structural equation models using Amos 5.0. Results from structural equations analysis revealed consumer perceived quality in Bangladesh as shown in the model-fit. In particular, it was found that when consumers evaluate the quality of a product, they may retrieve the constructs directly related to quality. One of the shortcomings of this study is that variables like brand image, packing, advertising techniques may play important roles in understanding consumer perception about choosing soft drinks that were not included.