Authors:

Abstract

Generally, it is accepted that the consumption of soft drinks is hazardous for human health. There are heavy involvements by some of the health authorities and the government to discourage the consumption of soft drinks specially by student community and encourage them to use indigenous options. Nevertheless, the soft drink market in Sri Lanka is huge and some popular brands have shared considerable market shares among themselves. Since there is a need for influencing the demand and consumption, it is inevitable to understand the behavior patterns of market variables. Accordingly, this study focused the relationship of few variables with ordinary consumer’s preference for buying soft drinks. The research model of the study was included four independent variables, education, status, health concerns and experience. The research model was tested in Gampaha District in Sri Lanka where there is the second highest population and largest student population. Data was collected from 300 randomly selected sample of soft drink consumers by using standard, structured measurements. The result of the study confirmed that education level and health concern negatively and perceived social status and buying experience positively related to the Sri Lankan beverage consumers’ purchase intention.

Keywords: Purchase intention, Beverage consumption, Consumer preference, Soft drinks, Sri Lanka