The Impact of Loyalty Value on Purchase Intention: Comparative Analysis of Healthy Food and Unhealthy Food Advertisements in Sri Lanka

Abstract

The purpose of the study is to seek the impact of loyalty on purchase intention of consumers with regard to healthy and unhealthy food advertisements in Sri Lanka. After referring to various past researches it has been identified that loyalty is one of the most influential factors in determining the purchase intention of consumers. However, when referring to past researches it has been evident that there is a lack of knowledge in the area of healthy and unhealthy food advertisements particularly in Sri Lankan context. Due to the shortfall of literature the present study concentrated on exploring the impact of loyalty towards the purchase intention of Sri Lankan consumers. Therefore, the objectives of the study were primarily achieved by analysing the data gathered via a selfadministered questionnaire that was distributed among 384 Sri Lankan consumers. Convenient sampling was the sampling method that was utilized and analytical techniques such as correlation and regression were applied. The present study indicated that loyalty has a positive impact towards purchase intention of Sri Lankan consumers when it comes to both healthy and unhealthy food advertisements. When it comes to the knowledge implications, the study is significant as it identified that that there is a strong correlation existing between the loyalty and purchase intention. It has also been apparent that brand loyalty is created through a past positive experience that a consumer has with a particular food brand.