Determinants of Consumer Attitude for Nutritional Drinks: Evidences from Pakistan

Mal Nutrition has been a one of the biggest issues in the world over the last years. The prime purpose of this study is to explore the influencing factors of consumer attitude towards nutritional drinks. This study has taken into account the factors that influence consumer attitude as it is of immense importance for any company. This study is basically revolves around Nutritional drinks market of Karachi. The variables included in the research are Word of mouth (WOM), advertisement, celebrity endorsement, price and perceived risk. A Likert-scale questionnaire is distributed to the consumers. The questionnaire consists of the questions related to the dependent variable i.e. consumer attitude and predictors i.e. Word of mouth (WOM), advertisement, celebrity endorsement, price and perceived risk. Once the questionnaire is filled by the 350 customers, statistical tools are applied to the data. Reliability test, factor analysis and regression analysis are applied. The finding of the analysis reveals that word of mouth, advertisement, and perceived risk are positively affecting the customer attitude. From findings it becomes evident that word of mouth and perceived risk are the two most influential factors effecting customer attitude in Karachi. Nutritional drinks industries can increase customer attitude through getting product/brand endorsed by authentic certified organization, customer research, and differentiation strategy.