CONSUMER PURCHASE INTENTION: A BIG CHALLENGE FOR PIZZA HUT
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Date
2023-06-13
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DEPARTMENT OF BUSINESS ADMINISTRATION KINNAIRD COLLEGE FOR WOMEN UNIVERSITY LAHORE,
Abstract
Pizza Hut is facing increased competition over the past few years due to which consumer purchase intention become a challenge for Pizza Hut. The primary aim of this research is to explore which factors became the cause of purchase intention. The intention of the current research was to understand the factors affecting the customers purchase intentions towards Pizza Hut. This study analyzes how the factors affect the customers in purchasing the Pizza Hut’s products. Other main reason to carry out this research is to know whether Brand experience and Customer engagement satisfy customer requirements or not. Brand experience supports clients to foster a positive or negative position toward the brand, considering that it includes mentalities, decisions, and different parts of consumer behavior. Brand experience in its easiest structure can be characterized as a bunch of factors that all in all shape the attitude of clients toward a product or service. The brand identity is a lengthy process that involves the target market to be identified and required deep knowledge to understand the preferences of customers. These all factors when combined better analyze the purchase intention of the customer. Purchase intention is responsible in determining if a product meets customers’ expectations and need to further explore their assessment on goods and services. More importantly, purchase intention is the key to promote a long-term business success which helps to keep customers and collect customer lifetime value. It is important to determine purchase intention because it is hard to assess customers’ expectations. From past few years Pizza Hut has not remain popular among the people and the reasons of their decline are numerous such as quality, taste, customer satisfaction, basically they are unable to meet the customers requirement, instead of buying from pizza hut, the loyal customers of this brand have changed their buying behavior and shifted to other various pizza brands such as Dominos etc. This study will identify the root causes of this downfall and help them to understand the customer needs. To identify the root cause this study uses descriptive research that employs quantitative data. It is being carried out in order to gather information on the factors that influence customer purchase intention towards Pizza Hut in Lahore. Questionnaires were distributed to 360 Pizza Hut consumers in Lahore where 300 consumers responded to the survey (response rate is 83.3%). The SPSS statistic is used to examine the data analysis procedure for this study. Several approaches were used to test the data. At the end results identified that all factors were significant towards consumers purchase intention. There is also a discussion of the theoretical and practical implications. The study concludes with limitations and future directions.