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Consumer quality management for Consumer

quality
beverage food products: analyzing management for
food products
consumer’ perceptions toward
repurchase intention 431
Shahbaz Sharif Received 11 January 2022
Revised 24 August 2022
School of Business and Management Sciences, Minhaj University, Lahore, Pakistan 15 October 2022
Shafique Ur Rehman Accepted 2 January 2023

Research Institute of Business Analytics and Supply Chain Management,

College of Management, Shenzhen University, Shenzhen, China
Zeshan Ahmad
Department of Management, Faculty of Business and Economics, Universiti Malaya,
Kuala Lumpur, Malaysia
Omaima Munawar Albadry
College of Business Administration, Jazan University, Jazan, Saudi Arabia, and
Muhammad Zeeshan
Department of Economics, University of the Punjab, Lahore, Pakistan

Abstract
Purpose – The research on consumerism has been dramatically rising in recent decades. However, in the food
industry, little research has been empirically conducted in the beverage industry. This research empirically
tests the consequences of consumer perceptions: perceived price (PPR), perceived quality (PQ), perceived
packaging (PPG) and perceived taste (PT) on repurchase intention (RI) particularly; it unveils the consumer
attributes, e.g. gender, age and ethnicity between consumer perceptions and RI of the consumers.
Design/methodology/approach – The data were collected from 403 consumers of the beverage industry
(e.g. Nestle, Mitchell’s Fruit Farms, Murree Brewery and OMORE) in Pakistan. The researchers used online
survey questionnaires followed by a cross-sectional approach because data collection physically was not
possible due to COVID-19.
Findings – Data were analyzed by Smart partial least square structural equation modeling (PLS-SEM) 3.3.3,
and the results supported the significant influence of consumer perceptions separately, e.g. PPR, PQ, PPG and
PT on RI. Additionally, gender, age and ethnicity were found to have a moderating role between consumer
perceptions and RI, so, the truth of having consumer attributes has been revealed.
Practical implications – The managers of beverage industries should provide ethical and operational
strategies to tackle consumer’s problems based on cultural norms. Furthermore, they should make sensible
measures for the quality branding of the beverage products. In this way, the consumers will have a better
experience of quality, price, taste and packaging, in turn, to RI.
Originality/value – This research targeted the beverage industry that needs facts and figures based on
consumer attributes, e.g. age, gender and ethnicity. This research also disclosed the behaviors of consumers
according to their gender, age and area of residence.
Keywords Consumer perceptions, Consumer attributes, Beverage industry, Repurchase intention, Pakistan
Paper type Research paper

1. Introduction
The beverage industry is the second largest industry in Pakistan after textiles. The beverage The TQM Journal
industry is one of the emerging and rapidly growing sectors in Pakistan. Pakistan contributes Vol. 36 No. 2, 2024
pp. 431-459
to one of the leading markets in the Asia-Pacific region, having a population of nearly 208.57 © Emerald Publishing Limited
1754-2731
million, for hand-made, manufacturing goods and workforce including hospitality services DOI 10.1108/TQM-01-2022-0012
TQM and products. Consumers of this region like soft drinks and beverages. These beverages and
36,2 soft drinks are considered essential elements of their lives and are part of day suppers or
festive lunches and dinners. These products provide supplementary satisfaction to the
country’s consumers and are essential refreshments in daily-life activities throughout the
nation (Clemes et al., 2020) because consumer behavior is the central point where the product
attracts consumers (Lascu et al., 2020). This is the consumer behavior that interacts the
consumers with the products and services and makes them willing to buy (Lascu et al., 2020).
432 The buyers’ analyses would authorize the producers, merchants and wholesalers to arrange
prospering deals and promoting practices (Lascu et al., 2020). Therefore, this consumer
behavior should be based on identifying and predicting the consumers’ demands and desires
for the products and services (Clemes et al., 2020). The makers attempt to attract individuals
by making a gift of what has been in demand, to boot the need to have their support by
meeting their fulfillment systematically. Resultantly, their repurchasing intentions push
them to re-buy (Akhtar et al., 2020).
A carbonated drink is stated as a drink that contains air pockets and bubbles with
greenhouse emission gases (Sridhar and Mishra, 2011). This development in enhancing
product appearance had emerged over the period, and efforts that the organization takes
while envisioning the higher needs of the consumers are understood as change. Moreover, it
depends upon human instincts and characteristics where the desires change and upon
specific rivals of the prevailing products. Thus, the soft and beverage trades within the most
developed countries have expanded the degree of the competitive trade (Chandra Sekhar,
2012). However, contrary to these facts, the nationwide beverage industry’s operational
working has extraordinarily been competitive with the external beverage industries (Hurley
et al., 2017). They need to decide whether they struggle enough to achieve the targeted goals
or quit the market in the presence of competitive products. To retain and maintain the market
monopoly, the organizations must be compelled to return to their business methodology
(Akhtar et al., 2020; Spence et al., 2019). Studies demonstrate the colossal potential during this
portion, and its quickly developing category, the most up-to-date, “Murree Brewery,”
propelled seasoned beverages seven years back. In contrast, within the potential currently,
there are different unit organizations that area units likewise leading to these gift
circumstances field like Nestle, Pakistan. Al-Hilal Industries, gourmet and Sufi area units a
number of the key examples and it is an immediate result of possible gaps within the food and
beverage industries. Eid (2015) found that Muslim customers perceived value, satisfaction,
and loyalty positively affect their intention to return to a tourist destination, highlighting the
importance of catering to the specific needs and values of Muslim customers in the tourism
industry.
To win the market competition, the consumers ought to purchase the products at once
and plan to repurchase them shortly (Sarker et al., 2012; Lascu et al., 2020; Clemes et al.,
2020). Beverage and soft drink industries like Murree Brewery, Nestle, connoisseur Cola,
Sufi Cola, Al Hilal and King Beverages have struggled to compete in the market. The
charter of explaining the need for beverages and soft drinks has been continuously
growing but has not been explored in the literature studies that support the relationship
among the individual characteristics toward consumers’ perceptions and repurchase
intention (RI) in Pakistan (Mantzari et al., 2017). Satisfying consumer perceptions is the key
aims of every food industry because the marketers identify a product or service in the
market, expect them to use their product and be willing to transact shortly. Furthermore,
this is requested by the objectives of consumer perceptions and RI in which the demand
and utilization of soft drinks and beverages would be deviated based on individual
characteristics (Farah et al., 2017).
Moreover, this study examines the condition that no former researchers have been
employed in any of the studies while learning the connection between age, gender and quality
on the buyer or client purchase intention (Tektas et al., 2017). Moreover, the study explores Consumer
within the literature whether the organization will improve or enhance the merchandise to quality
urge sustained competitive advantage once it competes with the opposite organizations as a
result of it (Wang et al., 2016). Additionally, this study endeavors to develop a view/
management for
perception of people toward the products of the beverage and soft drinks industries. The food products
researchers conducted a study in the US context and argued that inexpensive thoughts of
consumers are focused on individuals’ recognition and perceptions toward repurchasing soft
drinks and beverages (Concerto et al., 2017). Nevertheless, these demographic factors are 433
always positioned among consumer’s perceptions and RI. Unfortunately, the proper answer
to these questions has always been tested in the literature studies; the gender, age and
ethnicity in consuming the beverage and soft drinks have not been explored yet. Thus,
several researchers have suggested the results of exploring the link between consumer
perceptions and RI from individual perspectives (Dodd et al., 2013; Lanier et al., 2005; Mathew
et al., 2020; Ranawana and Henry, 2010).
The fundamental aim of this study was to assess what consumers perceived or assumed
and how their demographic characteristics urge them to repurchase soft drinks and beverage
products. The study was conducted to test the consumer’s perception of repurchasing
products and services in the open market. Unfortunately, they failed to distinguish product
consumption based on individual characteristics (Sridhar and Mishra, 2011). Therefore, it
was necessary to examine the factors that play an important and key role in attracting the
minds of consumers to soft drinks and beverage products in Asian countries (Lanier et al.,
2005). Meanwhile, awareness of the consumers’ patterns of behaviors could be more
attractive to the product markets of soft drinks and beverages within the nation.
Furthermore, influential human characteristics distinguish consumers’ perception toward
the RI of the products in the future (Mathew et al., 2020; Lascu et al., 2020). Therefore, this
study sets an image of examining the perceptions of consumers to look at those factors and a
set of variables such as perceived price (PPR), perceived quality (PQ), perceived packaging
(PPG) and perceived taste (PT) influence RI by the consumers.
Out of consumer perceptions, packaging incorporates the size and condition of the bottles,
including different flavors on which the products are based. Price signifies the purchasing
power of the consumers toward buying the products. Price refers to something that pays in
exchange for products and services. Furthermore, packaging and price are the key factors of
consumer perceptions that urge them to repurchase those carbonated and beverage products
(Aldousari et al., 2017; Sabri et al., 2020). Concerning the tangible characteristics of the
products, the present study concentrates on the intangible qualities of the consumers and the
states of their minds, e.g. What are they? Where do they belong? Moreover, how old are they?
Consumer perceptions have also been gauged about competition and what should be done to
enhance the human characteristics of the products.
Previous literature studies have tested the relationship between consumer behavior,
e.g. RI and perception of consumers (Anojan, 2015), PPR (Aldousari et al., 2017; Farah et al.,
2017; Haverkamp and Moos, 2017), PQ (Concerto et al., 2017; Haverkamp and Moos, 2017),
PPG (Jinkarn and Suwannaporn, 2015) and PT (Ashfaq et al., 2019). Furthermore, Shah et al.
(2020) supported consumer perceptions on RI through the moderation of customer expertise
and the mediation of brand image by targeting 307 consumers in the fast-food industry in
Pakistan. Hidayat et al. (2020) supported the influence of product quality on RI through the
mediating role of consumer satisfaction by targeting fast-food restaurants. Salleh et al. (2010)
examined the influence of environmental consumer perceptions on RI by targeting 136
consumers of organic products. Besides, Mathew et al. (2020) tested the theory of planned
behavior (TPB) through perceived behavioral intentions on Chinese RI of green products.
Purchasing intentions and buying habits based on consumer perceptions are typically
demographically distinct from one another (Kim et al., 2012). Customer segmentation is used
TQM by organizations that sell goods or services via the Internet to enhance their results. In most
36,2 cases, age, gender, education level, income level and nationality disparities indicate consumer
demographic traits (Kim et al., 2012; Sorce et al., 2005).
In turn, a high degree of consumer quality management influences customers’ purchase
intention to purchase products and services. That is to say, both hedonic and utilitarian
values produced from the value co-creation processes boost the satisfaction of e-commerce
customers, leading to their intention to repurchase the product (Dodd et al., 2013).
434 A considerable amount of a customer’s quality management can be attributed to factors such
as the quality, price, packaging and taste of the products, the level of trust established and the
total advantages received (Haverkamp and Moos, 2017). Therefore, this study tests the
consumers’ quality management towards addressing RI. However, individual cohorts have
always been untouched and unexplored while testing customer perceptions, e.g. PPR, PQ,
PPG and PT toward RI. Furthermore, the researchers suggested underpinning how
individual characteristics make distinctive perceptions towards their RI, i.e. Ranawana and
Henry (2010) claimed that men and women have distinctive choices for liking and disliking
the products, Lanier et al. (2005) claimed that the customers’ experiences of using the products
have a great impact on repurchasing intention. Dodd et al., (2013) argued that customers
living in rural and urban areas have distinctive perceptions of products and repurchase
intentions. By covering the above research gaps, this study tests the individual
characteristics, e.g. gender, age and ethnicity, as the moderating variables towards
customer perceptions and repurchases intention about the beverage industry in Pakistan.
TPB is one of the most extensively used theories to explain the behavior advantageous to
demographic information such as gender, age, education level and income level (Abrahamse and
Steg, 2011). Moreover, researchers stated that TPB is the best theory that can predict consumer’s
behavior (Taylor and Todd, 1995). One of the prior researchers recommended that TPB is good
rather than the theory of reasoned action in predicting individual intentions (Chang, 1998). The
literature paid a scant concentration on how TPB components interact with the demographic
variables (Botetzagias et al., 2015). This study tries to cover this gap by applying TPB theory to
explain the relationship between PPR, PQ, PPG, PT, age, gender, ethnicity and RI.

2. Literature review and conceptual model

2.1 Theory of planned behavior (TPB)
The TPB deals with human psychology concerning social trades as a driving force in social
conduct (Mathew et al., 2020). The key idea of TPB signifies the cost and rewards system that
unveils human communications through their psychological intentions (Lascu et al., 2020; Sridhar
and Mishra, 2011). The researchers claimed that human psychology and cost-driven forces urge
him to conduct social trade because dealing with social trade keeps human perceptions more
likely to recreate the needs (Mathew et al., 2020). In this way, an individual acknowledges the
persistence of purchasing the social needs and wants to accomplish them accordingly because
exchanging something puts an individual to take a final decision to recreate the demand of social
needs (Cook et al., 2013). Furthermore, TPB claims that individuals settle their choices in light of a
particular desire. For this purpose, they expect positive rewards and long-haul advantages by
alternating their choices from one product to another (Clemes et al., 2020). Resultantly, they pick
the choices that may be the outcome of the least cost product (Yang et al., 2019). Also, TPB
assumes that an unpredictable choice may keep an individual busy selecting distinctive-natured
expenses and rewards (Mathew et al., 2020). Therefore, the relationship between consumer
perceptions and RI is explained and supported by the TPB.
Among the most important and widely utilized psychological theories to explain behaviors
that are beneficial to demographic information (i.e. gender, age, education and income) is called
the TPB. The literature pays scant attention to how the TPB components interact with
demographic variables (including age, gender, educational level and socioeconomic
background), such as age, gender, educational level and education (Botetzagias et al., 2015). In Consumer
addition, and possibly even more notably, this focus could also be credited to the notion that the quality
TPB will have assumed that variables, including such demographics, impact intentions and
behavior indirectly through the TPB key constructs. This assumption has led to the limited
management for
attention paid to this topic (Fishbein et al., 1980). In those words, it is expected that food products
psychological variables will act as a mediator between the impact that demographic variables
(such as age) have on intents and behaviors and the psychological variables themselves
(Botetzagias et al., 2015). As Abrahamse and Steg (2011) noted, the study concluded that 435
demographic factors pose or impact good prospects and restrictions that individual’s
experience, compared with the perception nature of the psychological characteristics.
Literature confirmed that TPB theory is one of the most widely used to enlighten behavior
(Abrahamse and Steg, 2011). Few researchers recognized that scant attention has been paid to
how the TPB interacts with demographics (Botetzagias et al., 2015). This study used TPB as
this theory is better at explaining individual intention (Knowles et al., 2012). The reason to use
the TPB theory is that researchers paid less attention to seeing the influence of demographics
using this theory. Hence, this study follows TPB to explain the research framework.

2.2 Consumer perceptions and repurchase intention

The behavior of switching one product to another fundamentally depends upon consumers’
perception, e.g. PPR, PQ, PT and PPG. Sridhar and Mishra (2011) analyzed the phenomenon
in the real market to assess the needs of the consumers in the rural markets. They claimed
that rural consumers acted differently when perceived product characteristics and RI.
Chandra Sekhar (2012) investigated consumer buying behavior and brand loyalty by
assessing the rural markets and found that consumers of the Badangpet and Nadergul
regions were more loyal than the consumers of Chintulla towards fast-moving consumer
goods. The major consequence encountered by most companies nowadays is that they have
to look into new ways to attract the consumer’s mind and compete accordingly (Slack et al.,
2020). However, these strategies have no longer prevailed in the market. Although, a satisfied
consumer must devote time to seeing them (Akhtar et al., 2020). So, we can say that the
satisfaction of the consumers always matters because consumer satisfaction urges them to
repurchase the products soon (Hurley et al., 2017). Spence et al., (2019) argued that perception
about the product or service is that organizing, selecting, choosing and translating
sensational behaviors urge individuals to achieve something.
Held and Germelmann, 2019 claimed that several factors are involved in deciding and
manipulating consumer perceptions that, in turn, enhance the RI because the perception of
getting again is affected by individual factors and characteristics (Hossain et al., 2016; Lascu
et al., 2020; Yang et al., 2019). Likewise, Cook et al. (2013) supported the significant effect of
customer perceptions on RI. If the clients’ behavior changes, their requirements and
predispositions are regularly changed. Meanwhile, competitors’ offerings may change when
the consumers analyze the products appearance. Thus, consumers’ perception diverts to a
competitive product or service (Rahman and Reynolds, 2016). Additionally, Mishra et al.
(2012) supported that the major determinants of consumer perceptions about the advantages
they extract from the different kinds of re-buying the products and establishing a good
relationship between the perceptions of the consumer and RI. The results concluded that
consumer perceptions regarding savings, high quality of product, practical advantages and
value creation about using the products further urge the consumers to repurchase the
products. These consumer perceptions are based on the quality of the product, price of the
product, packaging of the product and taste of the product (Dang et al., 2020).
Chind and Sahachaisaeree (2012) define RI as the state of the consumers who purchased a
product, service, or brand and expect to repurchase it. Jaeger et al. (2017) notify that RI is a
TQM behavioral intention of individuals that measures the tendency to increase and decrease the
36,2 perception to repurchase that product or service. Moreover, the researchers supported the
notion that consumer perceptions may be higher toward repurchasing intention if
the products or services meet the needs of the consumers. However, the objective to bind
up a strong relationship between consumer perceptions and RI is alluded to and supported by
social exchange theory (Zhang et al., 2011) because consumer RI is alluded to and supported
by the social exchange theory that creates a link between the marketers and the consumers
436 according to their behavioral contents. Wen et al. (2011) investigated the significant
relationship between consumer perception and RI. Furthermore, the dimensions of
consumers’ perceptions are synthesized below:

2.3 Perceived price and repurchase intention

Price measures cash consumer expenses to get the item (Aldousari et al., 2017). Price is
categorized into two formats, e.g. objectivity and perceived cost. The accurate price is the
actual cost of the product, while the PPR is more related to the consumer’s perception of
wherever they will pay for it. Thus, these are both significantly linked with each other (Wang
et al., 2016). The researchers advocated that consumer perception or recognition may
positively or negatively influence RI (Aldousari et al., 2017) because the price is a distinctive
feature concerning product quality. Salinero et al. (2014) monetary retreat affects purchasing
intention when pay diminishes customers’ move towards spending the awareness of product
value and inclinations to mark or demark the picking products of national brands privately.
Aldousari et al. (2017) supported that the purchasers are termed value searchers who search
for a product for price, thus paying for it according to their perceptions. Furthermore, they
claimed that the higher cost of the products has a significant and positive link with RI while
re-buying the products and services. If the monetary circumstance is valuable for all, a
greater part of the need to eat great nourishment is accomplished. Moreover, Wang et al.
(2016) supported the positive and significant influence of PPR on RI among consumers.
Therefore, based on the above pieces of evidence, this study proposes the research
hypothesis:
H1. Perceived price significantly and positively influences repurchase intention.

2.4 Perceived quality and repurchase intention

PQ refers to an approach that illuminates the product quality from the consumers point of
view by making product quality a subjective measure depending on the circumstances of
perception, recognition, objectives and needs of the individuals. PQ specifically impacts
buying a goal. Consumers pay more attention to product quality instead of cost or price and
style before going to re-buy. In the wake of consuming the products, re-buy aims increases
and contrary decreases the utilization of the products because it has a personal relationship
with each other. On the off chance, the quality is high and the consumer’s buy expectation is
also high, there is the impact of PQ on repurchases intention (Jaeger et al., 2017). Accordingly,
it is suggested to review quality as a general appraisal at one point and quality as the
wellspring in the fulfillment of needs at another point further, it has a positive and significant
relationship between PQ and repurchasing intention (Concerto et al., 2017). Additionally,
Haverkamp and Moos (2017) supported the significant influence of quality perception on
consumers’ re-buying.
Furthermore, Salinero et al. (2014) define PQ as an incomparable class of association
because it mostly influences mark relationships in the shade of particular circumstances such
as RI. PQ may act as a picking behavior of a particular product among the numerous products
because when the consumers consider the product quality good, they would agree to
repurchase that product soon (Dietrich and Burlingame, 2015). Based on the literature Consumer
supports, the study proposes a research hypothesis: quality
H2. Perceived quality significantly and positively influences repurchase intention. management for
food products
2.5 Perceived packaging and repurchase intention
Packaging is termed as the most important element of the product that induces the
consumers to repurchase a product and a critical segment of establishing interchanges at the 437
time of offering a product or service (Jinkarn and Suwannaporn, 2015), a central point
the consumer revolves around it (Sabri et al., 2020). Packaging unveils market engagement
and long-drawn-out competition, which are the key factors that change consumers’
perceptions of product packaging and repurchase. Accordingly, important pressing elements
are more likely to influence product RI when consumers are more likely to focus on product
packaging (Kim et al., 2012). They further supported the significant and positive influence on
RI by targeting the VinaMilk dairy company in Vietnam. Likewise, Siegrist et al. (2008) also
supported the significant influence of product packaging on RI about re-buying the products.
Jinkarn and Suwannaporn (2015) stylishly examined the influence of packaging-based clients
on RI by following the notion that it is beautifying and presuming the products wonderfully
increase consumer’s attention who repurchase them a priority and choice. Wonderfully, the
packaging of products contributes a positive role in re-buying the products by consumers.
Therefore, the study may support the effect of PPG on RI and proposes a research hypothesis.
H3. Perceived packaging significantly and positively influences repurchase intention

2.6 Perceived taste and repurchase intention

Consumer measures the product through taste, smell, shape and size. Whenever consumers
do not distinguish between two competitive products, they pay more importance to decide on
their choice and judgment of taste (Shah et al., 2020). Further, they supported a significant
influence of product taste on RI by targeting 307 consumers of fast food in Pakistan. In this
way, the product’s taste seems more important in the sight of the consumers and more
comfortable while repurchasing the products and services. This factor has brought new
positive changes in fulfilling the needs of consumers. People translate in connection to
transmit understanding, center and external variables. Prolonged brand harmony might be
because of an overview of the brand in upgrading or storing the products, particularly the
response of the brand name and earlier buy and the usage of the brand (Ashfaq et al., 2019).
Furthermore, they found the influence of PT on RI. On the other hand, Siegrist et al., (2008)
also supported the direct relationship between PT and re-buying behavior by consumers.
Jinkarn and Suwannaporn (2015) found that RI is the substantial outcome of the consumers’
PT. Therefore, based on the pieces of evidence, this study proposes a research hypothesis:
H4. Perceived taste significantly and positively influences repurchase intention

2.7 Moderation of individual cohorts (gender, age and ethnicity)

Gender, age and ethnicity may segregate the influence of consumer perceptions on RI.
Ranawana and Henry (2010) explained that both genders, e.g. male and female perform
idiosyncratic actions in repurchasing products in every family. Furthermore, they may have
diverse requirements for a particular product or service, and also, they psychologically transmit
their intentions on contrastingly choosing the products. Additionally, male and female genders
search for the product because they need to think of every one of their alternatives (Salinero
et al., 2014). Therefore, encouraging practices that are distinct based on females’ sexual
orientation and purchasing behavior are more fervent and meritoriously dragged in by
TQM commercials than males. Meanwhile, consumer attitudes and behavior are transformed from
36,2 age to age (Concerto et al., 2017). The more likely the consumers more obtaining knowledge
about the products may segregate the choices according to their ages. More advanced and aged
consumers differentiate their choices through the user experience of the products they create,
while youth ones have fewer experiences toward the perceived components and RI (Lanier et al.,
2005). Furthermore, the youth circle does not have considerable experience simply; they are
effortless, while the professional lives impact more and vice versa. Prior researchers
438 recommended that age is considered a significant demographic construct, which is significantly
related to behavioral intention (Venkatesh et al., 2003). The researchers suggested that age can
be used as a moderator of intention (Venkatesh et al., 2003).
Furthermore, the researchers have claimed that ethnicity is considered a key element that
influences the RI through consumer perceptions concerning distinctive cultural values of a
rural or urban area (Child et al., 2017) because the consumers are more likely to repurchase the
products that are more likely to attach within urban markets. Furthermore, the perception
signifies that the consumers tend to repurchase those products and services that their family
and groups have always consumed according to their perceptions (Dodd et al., 2013).
Particularly it segregates the influence based on residential status. Furthermore, Sridhar and
Mishra (2011) claimed that product adaptation in rural markets is different and inferior to
urban markets. They further revealed a great difference between urban and rural consumer
perceptions toward using the products and services. The majorities of the researchers focus
on age and gender but overlook ethnicity as a moderator on intention (Kim et al., 2019;
Venkatesh et al., 2003). Hence, this study fills this gap. Resultantly, the study theoretically
establishes how gender, age and ethnicity may moderate the link between RI and consumers’
perceptions, e.g. PPR, PQ, PPG and PT.
An expanded TPB model was used by Darvell et al. (2011) to estimate the behavioral
intention of using Facebook. This framework considered self-esteem, relationship trust and
demographic features. Users in intimate relationships who were active on Facebook were
asked to complete surveys that evaluated the standard TPB components, additional
predictors and demographic factors (age, gender and time spent). Logging into Facebook
daily was the only demographic factor that significantly predicted intention or conduct.
Surprisingly, relationship length was found to influence behavior directly. Botetzagias et al.
(2015) also conducted a study by exploring the role of demographic factors (i.e. gender, age
and education) in the factors of consumer perceptions about product quality and behavioral
intention. That is why the study proposes the following research hypotheses and theoretical
model (Figure 1):
H5. Gender significantly and positively moderates the link between consumer
perceptions (perceived price 5 H5a, perceived quality 5 H5b, perceived
packaging 5 H5c, perceived taste 5 H5d) and repurchase intention
H6. Age significantly and positively moderates the link between consumer perceptions
(perceived price 5 H6a, perceived quality 5 H6b, perceived packaging 5 H6c,
perceived taste 5 H6d) and repurchase intention
H7. Ethnicity significantly and positively moderates the link between consumer
perceptions (perceived price 5 H7a, perceived quality 5 H7b, perceived
packaging 5 H7c, perceived taste 5 H7d) and repurchase intention

3. Research methodology
3.1 Data analysis
The study employed Smart PLS’s latest version, 3.3.3, using structural equation modeling
(Hair et al., 2019). Smart PLS provides a graphical interface to facilitate the researchers
Consumer
Gender
Age quality
management for
food products

H6b
Perceived
H5a H5b H5d
H6a 439
H6d
Price H5c

H6c

H1
Perceived
Quality
H2
Re-purchase
Intention

Perceived
H3
Packaging

H4 H7b H7d
Perceived
H7a
Taste H7c

Ethnicity
Figure 1.
Theoretical model

analyzing the data at a minimum quantity. Smart PLS has robust findings and good
predictive accuracy and adequacy (Hair et al., 2018; Richter et al., 2020). The reason for using
Smart partial least square structural equation modeling (PLS-SEM) is that it does not require
the normality of data distribution (Hair et al., 2019); accordingly, the data collected from the
respondents were not normally distributed. By assessing validity and reliability, the
algorithm technique was to find convergent and discriminant validity and reliability.
Meanwhile, the researcher applied to bootstrap technique to test the path coefficient
(regression) from the exogenous construct to the endogenous construct (Richter et al., 2020).

3.2 Pre-piloting of the study

All measurement instruments were first tested by pre-testing the constructs used in the
study. The questionnaire was prepared in English language and distributed among the
managerial experts in marketing. They raised many questions regarding the foreign
language, English. However, they suggested using the native language to get valid and
reliable responses from the consumers. Therefore, the study developed an Urdu version
questionnaire with marketing experts and professors of the Universities having marketing
specialization. Finally, an online designed survey questionnaire was established. First of all,
the pilot testing was conducted by targeting a 40 sample size. The reason for pilot testing is to
validate the measurement scales in the Pakistani context. The results showed that the
TQM validity and reliability values of the constructs were within the threshold values (Hair et al.,
36,2 2018). Therefore, the measurement instruments were valid and reliable.

3.3 Data collection

This study used the quantitative research method by following the cross-section study.
The researchers have a limited budget for data collection and the population is too large.
440 A convenient sampling technique is used to collect data from respondents. Few of the
researchers confirmed that convenient sampling is an appropriate technique when
researchers have limited time (Shah et al., 2022), a budget (Sun et al., 2022) and a large
population (Rehman et al., 2021). Moreover, researchers recognized that convenience
sampling is a more suitable technique when researchers do not have a sampling frame
(Sekaran and Bougie, 2016). These are the reasons that this study used a convenient sampling
technique for data collection. This study designed an online survey questionnaire, and it was
posted on social media platforms like Facebook, LinkedIn and Twitter among beverage and
soft drinks consumers. The researcher targeted those consumers who have re-buy of the
products of beverage products. The current population of Pakistan is 224,101,304, but a part
of the population as the sample size is selected to represent the whole population (Lingard and
Rowlinson, 2006). So, the sample size was chosen by posting an online survey questionnaire
on social media platforms. The researcher requested the respondents living in Pakistan
respond to the survey questionnaire positively.
A total of 403 respondents filled out the online survey and returned it to the researcher. So,
the sample size was good because it is greater than 400 respondents (Comrey, 1988). However,
313 responses proved valid and reliable. The rest were incomplete, and the responses were
missed, so the researcher used 313 valid responses, and the response rate was 77.67%.
Additionally, the study presents information about the individual cohorts/characteristics like
respondents’ gender, age and ethnicity. 173 (55.27%) respondents were male, and 140
(44.73%) respondents were female. 186 (59.42%) respondents were within 25 years of age,
and 127 (40.58%) respondents were more than 25.151 (48.24%) respondents were from urban
areas, and 162 (51.76%) respondents were from rural areas of Pakistan.
The data was collected from respondents about exogenous variables and endogenous
variables at the same time through a questionnaire. Thus, there is a possibility that a common
method variance issue occurs that can disturb empirical data (Kraus et al., 2020; Rehman et al.,
2020). Moreover, the researchers recognized that common method variance (CMV) normally
occurs in studies related to behavior (Kraus et al., 2020). Literature confirmed that CMV is a
severe problem, usually in self-survey reports (Podsakoff and Organ, 1986). The researchers
can reduce CMV influence by following statistical and procedural ways. Procedurally,
researchers can guarantee the respondents about data safety at the time of data collection
(Kraus et al., 2020; Rehman et al., 2020). Besides, researchers confirm that the questionnaire
was written in simple language and error-free (Podsakoff et al., 2012). Statistically, this study
followed Herman’s single factor that enlightens 31.46% of the total variance that is below
50%. Hence, there is no CMV issue in the study data.

3.4 Measurement scales

This study has adopted the developed measurement scales from the literature studies as PPR
comprised of 6-items has been adopted from the study of Shareef et al. (2019). An example of
the item is “The price of the product/service I purchase from this platform is reasonable”. PQ
comprised of 6-items has been adopted from the study of (Yoo et al., 2000). An example of the
item is “The likely quality of the product is extremely high”. PPG comprised of 4-items has been
adopted from the previous study (Bahrainizad and Rajabi, 2018). An example of the item is “If I
see the product packaging is useable to decorate my house, I bought it”. PT comprised of 3-items
has been taken from the study (Yusof et al., 2020) and the example item is “I believe in taste of Consumer
the product when I use it”. RI comprised of 5-items has been found from the study of Kim et al. quality
(2012). An example of the item is “I would like to purchase this product again from this
platform”. All measurement scales were measured on a 5-point Likert scale ranging from
management for
1 5 strongly disagree to 5 5 strongly agree. Using the 5-Points Likert scale provides some food products
reasons that it became feasible to compare reliability coefficients with those other research that
used 5-point Likert Scales, one of the factors that led to the decision to use a five-point scale
instead of a 7-point scale. There are a variety of reasons why this decision was made. A scale of 441
the type known as the Likert scale was used to boost response rates and response quality while
simultaneously lowering the “frustration level” of respondents (Stuart-Buttle, 1996).
In addition, the constructs that use Likert scales with 5-points demonstrate a high level of
reliability and validity (Saleh and Ryan, 1991). There are various reasons to choose the five-
Likert scale. For instance, response rate and quality increase as this reduces irritation among
respondents as compared to seven-Likert (Rehman et al., 2019a). Moreover, respondents feel easy
in filling out questionnaires due to time constraints (Rehman et al., 2019b). Various researchers
used the five-Likert scale to measure variables (Alessa et al., 2021; Sharif et al., 2021a, 2021b,
2022). Furthermore, the study includes individual characteristics as age (within 25 years 5 1,
more than 25 years 5 2), gender (male 5 1, female 5 2) and ethnicity (urban 5 1, rural 5 2).

4. Finding of the study

4.1 Assessment of measurement model (validity and reliability)
Many rigorous measures for reliability tests, convergent validity and discriminant validity
are applicable in PLS-SEM (Fornell and Larcker, 1981; Richter et al., 2020). The study utilized
structural equation modeling to conduct a series of confirmatory factor analyses to assess the
constructs’ validity and reliability. Outer loadings and average variance extracted (AVE) are
analyzed to determine the convergent validity of the constructs (Hair et al., 2018, 2019;
Sarstedt et al., 2019). In exploratory research, the outer/factor loadings of latent constructs
should be 0.70 or higher (Hair et al., 2019). Importantly, factor loadings greater than 0.7
explain more than half of the indicator variance (Hair et al., 2018, 2019).
By assessing validity, the outer loading of one PPG item (PPG 5 0.658) fell below the
acceptance threshold. As a result, it was deleted and excluded from the measurement model.
The outer/factor loadings of constructs are described in (Table 1). Meanwhile, average variance
extracted (AVE) should be 0.5 or greater (Richter et al., 2020), greater than the squared
correlation (Fornell and Larcker, 1981), and the square root of any construct’s AVE must be
greater than the correlation with other constructs (Richter et al., 2020). As a result, the study
discovered that the AVE of all latent constructs exceeded the acceptance threshold (Table 1).
The internal consistency of constructs is typically evaluated as composite reliability to assess
construct reliability, and greater values indicate higher reliability (Sarstedt et al., 2019). In
exploratory research, reliability values range from 0.60 to 0.70 (Sarstedt et al., 2017). In
explanatory research, however, they should be equal to or greater than 0.70 (Richter et al., 2020).
All constructs had good composite reliability values, according to the study.
For the discriminant validity criteria, the study used HTMT (Heterotrait-monotrait)
(Bentler and Yuan, 1999). As an acceptable criterion, HTMT criterion recommends the HTMT
values below 0.90 (Bentler and Yuan, 1999). This study calculated the discriminating validity
of each structure and found lower values than 0.90 (Table 2). The structural equation
modeling was assessed and the study reaffirmed that the structures were valid and reliable.

4.2 Assessment of path model (regression coefficient)

By using a bootstrapping technique, Smart-PLS 3.3.3 creates t-statistics to assess the
significant level’s inner and outer model (Hair et al., 2018). The regression coefficient was
TQM Scales Standardized loadings Composite reliability AVE
36,2
Perceived price (PPR) 0.863 0.558
PPR1 0.717
PPR2 0.709
PPR3 0.774
PPR4 0.773
442 PPR5 0.760
PPR6 0.740
Perceived quality (PQ) 0.896 0.590
PQ1 0.766
PQ2 0.729
PQ3 0.788
PQ4 0.701
PQ5 0.787
PQ6 0.829
Repurchase intention (RI) 0.878 0.591
RP1 0.723
RP2 0.782
RP3 0.724
RP4 0.843
RP5 0.764
Perceived taste (PT) 0.902 0.754
PT1 0.863
PT2 0.883
PT3 0.859
Perceived packaging (PPG) 0.905 0.656
PPG1 0.763
PPG2 0.806
PPG3 0.790
Table 1. PPG4 0.855
Validity and reliability PPG5 0.832
of the constructs Note(s): AVE 5 Average variance extracted

Perceived taste Repurchase intention Perceived price Perceived quality

Repurchase intention 0.715

Table 2. Perceived price 0.612 0.732
Discriminant validity Perceived quality 0.571 0.871 0.630
(HTMT) ratio Perceived packaging 0.625 0.701 0.660 0.617

tested using the bootstrapping procedure with 1,000 subsamples from the original sample
size of 403. To reject and accept the study hypothesis, bootstrapping offers three values
(e.g. path coefficient, t-values and p-values) (Hair et al., 2019). T-values should be higher than
1.65 with (p0.10), 1.96 with (p0.05) and 2.57 with (p0.01) (Sarstedt et al., 2017, 2019). Because
t-values are significant measurements to test if a hypothesis is significant or not, this study
employed a 5% (0.05) significant threshold to test the proposed hypotheses, hence t-values
should be greater than 1.96 with (p0.05) (Sarstedt et al., 2017). The p-value, on the other hand,
should be less than 0.05, and a regression value closer to þ1 indicates a high positive effect of
the exogenous construct on the endogenous construct, while a regression value closer to 1
indicates a high negative effect of the exogenous construct on the endogenous construct (Hair
et al., 2018; Richter et al., 2020).
Table 3 and Figure 2 shows that PPR could have a significant and positive effect on RI Consumer
(b 5 0.304, t-value 5 5.627, p-value 5 0.000), indicating that hypothesis H1 was accepted and quality
supported. Hypothesis H2 was accepted and supported since PQ seemed to have a significant
and positive influence on RI (b 5 0.391, t-value 5 7.492, p-value 5 0.000). Hypothesis H3 was
management for
accepted and supported since PPG had a significant and favorable influence on RI (b 5 0.270, food products
t-value 5 4.945, p-value 5 0.000). According to the above threshold values, the perceived
flavor had a substantial and positive influence on RI (b 5 0.196, t-value 5 3.525,
p-value 5 0.000), hence hypothesis H4 was accepted and supported. In addition, PQ was 443
discovered to have the largest impact on repurchase intent. It means that the beverage users
were very pleased with the product quality, which is why they were more willing to
repurchase the beverage items. Finally, total customer perception influenced RI significantly
and positively (b 5 0.827, t-value 5 , p-value 5 0.047). It depicts the overall impact of four
dimensions on RI, including PPR, PQ, PPG and PT.
So the results showed that among these elements, RI is seen as a primary and obvious
manifestation of loyalty, and it has the most specific mention of investment rewards (Kim
et al., 2012). As a result, it is considered to be the most important aspect. As a result,
behavioral intentions are not only highly wanted by the suppliers, but they also have strong
commercial viability (Child et al., 2017). For this reason, even if it is trusted to assess loyalty to
a product, it has the potential to determine whether or not there is an intention to repurchase
the product. The individual’s existing condition, as well as any possible circumstances, are
considered when determining whether or not an individual seems to have the intention to
make a subsequent purchase of the same commodity (Dodd et al., 2013). When seen in this
light, consumers can utilize price, quality, packaging and trust when considering price rises
before making repurchase decisions (Concerto et al., 2017). This is possible because
customers’ focus and complimentary perceptions can represent the previous price paid for
only certain products.

4.3 Moderating relationships (gender)

Table 4 presents the results that PPR with gender significantly and positively influences RI
(b 5 0.104, t-value 5 2.079, p-value 5 0.038). Two-way interaction was conducted by using a
logistic regression coefficient, and Figure A1 and Figure 2 show that among the male
genders, an increase in the perception of the product price from low to high increases the RI of
the male gender. Resultantly, the male agreed to pay the product prices according to a firm
policy of setting the product price than the female gender. So, hypothesis H5a is accepted.
Second, PQ with gender significantly and positively influences RI (b 5 0.145,
t-value 5 2.090, p-value 5 0.023). Two-way interactions were conducted, and Figure A2
shows that the perception of product quality increases from low to high perception among the
male gender, which, in turn, the RI of the male gender increases respectively. So, hypothesis
H5b is accepted, which shapes that gender moderates the link between perceived qualities
and RI. However, males showed higher experiences about using the product and confronting
the product quality than females.

Direct relationships B t-values p values

H1: Perceived Price → Repurchase intention 0.304 5.627 0.000

H2: Perceived Quality → Repurchase intention 0.391 7.492 0.000 Table 3.
H3: Perceived Packaging → Repurchase intention 0.270 4.945 0.000 The direct influence of
H4: Perceived taste → Repurchase intention 0.196 3.525 0.000 consumer perception
Customer Perception → Repurchase Intension 0.827 25.941 0.000 on repurchases
Note(s): ***p < 0.05*** intention
TQM H5 Moderating relationship B t- statistics P Value (sig)
36,2
Direct influence PPR → RPI 0.304 5.627 0.000
H5a Moderating role PPR*Gender → RPI 0.104 2.079 0.038
Direct influence PQ → RPI 0.391 7.492 0.000
H5b Moderating role PQ*Gender → RPI 0.145 2.090 0.023
Direct influence PPG → RPI 0.270 4.945 0.000
444 H5c Moderating role PPG*Gender → RPI 0.070 1.981 0.043
Direct influence PT → RPI 0.196 3.525 0.000
H5d Moderating role PT*Gender → RPI 0.052 1.825 0.064
Table 4. Note(s): *RPI 5 repurchase intention
Moderating role
**
PPR 5 perceived price, PQ 5 perceived quality, PPG 5 perceived packaging, PT 5 perceived taste
***
of Gender p < 0.05***

Third, PPG with gender significantly and positively influences RI (b 5 0.070, t-value 5 1.981,
p-value 5 0.043). Two-way interaction was calculated, and Figure A3 shows that an increase
in the perception of male genders about the product’s packaging increases RI, so H5c is
accepted. Therefore, the model is significant, stating that gender moderates the link between
PPG and RI.
Fourth, PT with gender significantly and positively influences RI (b 5 0.052,
t-value 5 1.825, p-value 5 0.064). Two-way interaction in Figure A4 shows that a little
increase in the perception of the product taste from low to high may increase the RI of the
male or female gender. However, hypothesis H5d is rejected because the link was
insignificant, which states that gender does not moderate the link between PT and RI.

4.4 Moderating relationships (age)

Table 5 presents that PPR with age significantly and positively influences RI (b 5 0.120,
t-value 5 2.150, p-value 5 0.032). 2-way interaction by logistic regression in Figure A5 shows
that an increase in the perception of the product price from low to high increases the RI of the
consumers 25 years of age. Therefore, the moderating role was significant as the p-value is
lower than 0.05, and the t-value is 2.150 > 1.96, so hypothesis H6a is accepted. The findings
signify that more than 25 years of age were more agreeable to paying the price of the beverage
products than consumers within 25 years of age. Second, PQ with age does not significantly
influences RI (b 5 0.022, t-value 5 0.475, p-value 5 0.635). 2-way interaction in Figure A6
presents that both age groups had an almost equal perception of the quality of the products,

H6 Moderating relationship B t- statistics P Value (sig)

Direct influence PPR → RPI 0.304 5.627 0.000

H6a Moderating role PPR*Age → RPI 0.120 2.150 0.032
Direct influence PQ → RPI 0.391 7.492 0.000
H6b Moderating role PQ* Age → RPI 0.022 0.475 0.635
Direct influence PPG → RPI 0.270 4.945 0.000
H6c Moderating role PPG* Age → RPI 0.114 2.167 0.031
Direct influence PT → RPI 0.196 3.525 0.000
H6d Moderating role PT* Age → RPI 0.002 0.053 0.958
Note(s): *RPI 5 repurchase intention
Table 5.
**
PPR 5 perceived price, PQ 5 perceived quality, PPG 5 perceived packaging, PT 5 perceived taste
Moderating role of Age ***p < 0.05***
so that RI may differ slightly. Unfortunately, the moderating role of age between PQ and RI Consumer
was insignificant, and hypothesis H6b was rejected and not supported. There is no difference quality
between the perceptions of 25 and > 25 years of consumers about the quality of products.
Third, PPG with age significantly and positively influences RI (b 5 0.114, t-value 5 2.167,
management for
p-value 5 0.031). 2-way interaction in Figure A7 presents that an increase in the perception of food products
the product packaging increases the repurchases intentions of consumers’ ages more than
25 years. The link was significant as the p-value is lower than 0.05 so, hypothesis H6c is
accepted, which states that age significantly moderates the link between PPG and RI. The 445
findings show that consumers more than 25 years of age had a higher perception of the good
packaging of beverage products than consumers aged 25 or less 25.
Fourth, PT with age does significantly influences RI (b 5 0.002, t-value 5 0.053,
p-value 5 0.958). 2-way interaction of logistic regression in Figure A8 shows that both age
groups had equal perceptions about the product taste so, the link was insignificant as the
p-value was higher than 0.05, which was 0.958, and the hypothesis is rejected. All ages of
consumers had an equal perception of getting the product to taste good.

4.5 Moderating relationship (ethnicity)

Table 6 presents that PPR with ethnicity significantly and positively influences RI (b 5 0.109,
t-value 5 2.062, p-value 5 0.039) because the p-value is lower than 0.05 and t-value is
2.062 > 1.96 so, hypothesis H7a is accepted, and the link was significant that ethnicity
moderates the link between PPR and repurchase intension. 2-way interaction in Figure A9
shows that an increase in the perception of the product price increases repurchases intention
about re-buying the products among urban consumers. The results showed that using
beverage products in urban areas is high in Pakistan while it was low in rural areas.
Second, PQ with ethnicity significantly and positively influences RI (b 5 0.065,
t-value 5 2.003, p-value 5 0.031). The moderating link was significant as the p-value is less
than 0.05, so hypothesis H7b is accepted that ethnicity moderates the link between PQ and RI.
2-interaction in Figure A10 shows that a little increase in the perception of the product quality
from low to high increases the repurchases intentions of urbanized consumers compared to
rural. The findings support that the consumers of urban areas have distinctive properties
regarding the quality of beverage products while rural-based consumers do not think the
product quality is good.
Third, PPG with ethnicity significantly and positively influences RI (b 5 0.146,
t-value 5 3.156, p-value 5 0.002). The moderating link was significant as the p-value is lower
than 0.05 so, hypothesis H7c is accepted which states the difference between the packaging
concept of urbanized and ruralized consumers. Figure A11 presents that among urbanized

H7 Moderating relationship B t- statistics P Value (sig)

Direct influence PPR → RPI 0.304 5.627 0.000

H7a Moderating role PPR*Ethnicity → RPI 0.109 2.062 0.039
Direct influence PQ → RPI 0.391 7.492 0.000
H7b Moderating role PQ* Ethnicity → RPI 0.065 2.003 0.013
Direct influence PPG → RPI 0.270 4.945 0.000
H7c Moderating role PPG* Ethnicity → RPI 0.146 3.156 0.002
Direct influence PT → RPI 0.196 3.525 0.000
H7d Moderating role PT* Ethnicity → RPI 0.109 2.612 0.009
Note(s): *RPI 5 repurchase intention Table 6.
**
PPR 5 perceived price, PQ 5 perceived quality, PPG 5 perceived packaging, PT 5 perceived taste Moderating role of
***
p < 0.05*** ethnicity
TQM consumers, an increase in the perception of product packaging highly increases repurchase
36,2 intentions compared to ruralized consumers. The findings signify that consumers who
belonged to urban areas were much involved in prioritizing the packaging of the beverage
products.
Fourth, PT with ethnicity significantly and positively influences RI (b 5 0.109,
t-value 5 2.612, p-value 5 0.009) so, hypothesis H7d is accepted because the moderating role
of ethnicity was significant. 2-way interaction shows that among urbanized consumers, an
446 increase in the perception of the product taste highly increases the RI of urbanized consumers
compared to rural consumers. The findings show that the urbanized consumers were much
more involved in selecting the best-tasted products while it lacked ruralized consumers. Taste
always matters in the minds of urban consumers because they perceive good taste to re-buy
the products.
4.5.1 Direct and indirect path regression model. 4.6 Assessment of model fitness
PLS-SEM is a software that focuses on prediction. It is responsible for delivering model-
fitness parameters such as R2, Q2 and f2 (fitness parameters). R2 is derived by taking a square
of the correlation coefficient and is used to measure the model’s predictive accuracy (Hair
et al., 2018). The term R2 means the variance of the dependent construct that all independent
constructs explained. According to a management scholarly study, R2 values ranging from
0.25 to 0.50 to 0.75 suggest a low, moderate and strong effect, appropriately (Sarstedt et al.,
2019; Richter et al., 2020). F2 values in structural equation modeling range from 0.02 to 0.15 to
0.35, suggesting a small, medium, or high effect of an exogenous variable on an endogenous
variable (Hair et al., 2018; Sarstedt et al., 2019). To anticipate model adequacy and relevance,
the researchers advise that Q2 values for a given endogenous construct from an exogenous
construct should be higher than zero (0) as a rule of thumb (Sarstedt et al., 2019). The research
revealed that the model fit and predicted accuracy was good based on the above thresholds.

5. Discussion and conclusion

This research unveils the consumers’ demographics (e.g. gender, age and ethnicity) between
the perceptions and repurchases intention of the consumers in the beverage industry, in
Pakistan. This research particularly focuses on the phrase ‘let the cat out of the bag’ that
signifies the distinct characteristics of the consumers between their perceived behaviors and
RI. So, this research explores the segregated influence of human cohorts: gender, age and
ethnicity between perceptions and RI. Finally, the study explores the moderating role of
gender, age and ethnicity between consumer perceptions (PPR, PQ, PPG and PT) and
repurchases intention. The factors affecting consumer perceptions and RI were a part of
novel nature because human nature has a firm grip on behavior (Spence et al., 2019) so, the
research reveals the nature of human knowledge based on likely and unlikely intentions.
Does this research help in understanding the behaviors of an individual, whether male
perceives more or female? Whether experienced individual perceives more or more youthful?
Whether rural-based individuals perceive more or urban? The following interrogations put
the research on the verge of recognition.

5.1 Theoretical contribution

This study has various theoretical and practical implications. Prior studies have rarely seen
the impact of PPR, PQ, PPG and PT on re-purchase intention including demographics in light
of TPB (Farah et al., 2017; Haverkamp and Moos, 2017; Siegrist et al., 2008; Ashfaq et al., 2019).
Unfortunately, individual cohorts (e.g. gender, age and ethnicity) have never been unveiled
among consumer’s perceptions toward repurchasing the products. However, the researchers
support unveils the stance by claiming that male and female individuals have distinct choices
Consumer
Gender
Age quality
management for
food products
0.145*
Perceived 0.104*
0.070* 0.05ns
0.120*
–0.02 447
Price 0.114* 0.002n

0.304***

Perceived
Quality
0.391*
Repurchase
Inten on

Perceived 0.270***
Packaging

Perceived 0.196*** 0.109* 0.128* 0.1 0.109*

Taste

Ethnicity
Figure 2.
Direct and indirect
path model
Note(s): nsp > 0.05, *p ≤ 0.05, **p ≤ 0.01, ***p ≤ 0.001

of perceptions toward repurchasing because gender has always been a stimulus behind the
perceptions of repurchasing the product or service. Both have distinct like and dislike habits
(Ranawana and Henry, 2010), the experience of consumers always matters the same like the
age of the consumers (Lanier et al., 2005) and rural and urban cultures have distinctive values
and can never merge so, perceptions of rural consumers may be different from the consumers
of urban areas (Dodd et al., 2013). Therefore, this research follows the notion and
recommendations of the researchers and shapes a pattern of characteristics that moderate the
link between consumer perceptions and RI. Hence, this study covers this gap and sees the
influence of PPR, PQ, PPG and PT on re-purchase intention including demographics like
gender, age and ethnicity in light of TPB theory.
Accordingly, the results demonstrated that each factor of consumer perceptions such as
PPR, PQ, PPG and PT significantly and positively influenced RI about re-buying beverage
products in Pakistan. On the other hand, the research found the moderating role of cohorts,
e.g. gender, age and ethnicity, between consumer perceptions and RI. The research supported
the significant and positive moderating role of gender between consumer perceptions (PPR,
PQ and PPG) and RI, but it was not found between PT and RI. The results signify that the
males were perceived more about product price, quality and packaging toward RI than
females. However, taste characteristics could not be a distinctive stimulus between consumer
TQM taste perceptions and RI, as Aldousari et al. (2017) claimed. It means both genders have the
36,2 same perception of the taste of the product and have no significant differences (Ranawana
and Henry, 2010).
Second, the results supported the significant and positive moderating role of age between
consumer perceptions (PPR and PPG) and RI, but it was not found between RI and PQ and
PT. The statements signify that consumer perceptions have distinct properties and
characteristics over PPR and PPG, and the consumers aged more than 25 years had greater
448 perceptions over the price and packaging of the products than old. However, they have no
significant differences in PQ and PT because both age groups have the same perceptions of
the quality and taste of the products (Concerto et al., 2017).
Third, the results supported ethnicity’s significant and positive moderating role between
consumer perceptions (PPR, PQ, PPG and PT) and RI. It shows the significant differences in
cultural norms in urban and rural areas of Pakistan. The results signify that cultural norms
in urban areas of Pakistan have a greater perception of RI than in rural areas, where cultural
norms do not allow individuals to keep proper awareness about the product and services
(Child et al., 2017). Ethnicity was the most important stimulus and the highest probing stance
that creates the significant differences between repurchases intention and PPR, PQ, PPG and
PT. The research shows that urban areas of Pakistan have distinct perceptions of the
product price, quality, packaging and taste than rural areas. Therefore, the urban areas of
Pakistan are creating more awareness about the products and services than the rural
areas. Finally, it was proved that human cohorts have distinct properties while perceiving
repurchase.
Finally, the results of this study show that results are mixed (i.e. significant and
insignificant) by using TPB theory and this opens a way for upcoming researchers to work on
it and study until results are consistent.

5.2 Managerial implications

From a managerial perspective, this study has robust outcomes regarding the perception to
get valuable products in terms of price, quality, packaging and taste. This study results
support managers and marketers to sound awareness about the product price, quality,
packaging and taste so that more and more consumers would encompass an impression to re-
buy the products. Marketers and managers should set a reasonable price, quality, packaging
and taste of the product so, that it could be well settled consumer’s perceptions (Milfelner
et al., 2011). Furthermore, marketers should fabricate proper awareness and recognition to
touch and give importance to the consumers. In this way, they should create proper
awareness and actual orthodox so that the consumers can easily perceive the price, quality,
packaging and taste of the product towards their repurchasing. Despite any difference, the
managers should establish a system of awareness so that the consumers of each age, each
gender and each area can have good perceptions to repurchase the products. Particularly, the
managers should settle personal, cultural and esthetic patterns of choices based on the
product taste (Aldousari et al., 2017). In this matter, justice in the market would prevail.
This study highlights managers and marketers on the point that the intention to
repurchase can be predicted with very little accuracy using demographic characteristics due
to their low significance level. It would appear that individuals of all ages, gender and levels of
education in Pakistan participate in repurchase activities. As a result, targeted policy
interventions (such as those aimed at, for instance, senior residents, people with lower levels
of education and so on) are not required. This pilot investigation gives insight into what has
become an increasingly common feature of RI and use for particular products, motivating
further research to evaluate consumer perceptions monitoring may have on people’s
relationships. The results suggest organizations conduct business online and put their efforts
to enhance the quality, price, packaging and taste of their product/services to satisfy
customers then organizations can stay longer in the existing market. However, they need to Consumer
employ various methods to appeal to the various demographics of customers. Compared to quality
customers in the workforce, students are typically at a disadvantage in their ability to earn
money, so perception value plays a much more important role in determining whether or not
management for
they will make a repeat purchase. food products

5.3 Limitations and future directions 449

The study was cross-sectional, so there was some effect on the results, so there is a need for a
longitudinal study to generalize the accountability. The data collection process was just
limited to only one country, Pakistan. However, other developing countries such as Indonesia,
Malaysia and Bangladesh should be selected to compare consumer’s perceptions toward their
repurchase intentions because cultural norms may have different impacts on individual
behaviors and characteristics. There were limited resources available to the researcher for the
data collection process. Pakistan still lags in research as people do not have an idea about it.
There were some serious time constraints that the researcher has to encounter. The study
measures the moderating role of gender, age and ethnicity between consumer perceptions
and repurchases intention. However, mediating mechanisms such as loyalty and satisfaction
should be introduced to test the direct and indirect consumer perceptions of RI (Chandra
Sekhar, 2012). A moderated mediation may be applied to another country in sight of unveiling
the individual cohorts. This research throws light on the literature on the success of Internet
businesses, and our model has the potential to serve as a conceptual platform for future
studies exploring the shopping behavior of Internet consumers from their perspective. In
subsequent studies, other aspects that play a role in determining the quality of Internet
purchasing should be investigated. This research does not demonstrate that there are no
other quality factors that affect consumers’ perceptions of hedonic worth; nonetheless, there
is a possibility that these dimensions do exist.

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Appendix

1
Female Male
0.9
0.8
0.7
0.6
0.5
0.4
0.3

Figure A1. 0.2

Interaction of
perceived price with 0.1
gender to repurchase
intention 0
Low Perceived price High Perceived price

1
Female Male
0.9
0.8
0.7
0.6
0.5
0.4
0.3
0.2
Figure A2.
Interaction of 0.1
perceived quality with 0
gender to repurchase
intention Low Perceived High Perceived
quality quality
1 Consumer
Female Male
0.9 quality
0.8 management for
0.7
food products
0.6
0.5 455
0.4
0.3
0.2
Figure A3.
0.1 Interaction of
0 perceived packaging
with gender to
Low Perceived High Perceived repurchase intention
packaging packaging

1
Female Male
0.9
0.8
0.7
0.6
0.5
0.4
0.3
0.2
Figure A4.
0.1 Interaction of
0 perceived taste with
gender to repurchase
Low Perceived High Perceived intention
taste taste
TQM 1
Age within 25 Age more than 25
36,2 0.9
0.8
0.7
0.6
456 0.5
0.4
0.3
Figure A5. 0.2
Interaction of
perceived price with 0.1
age to repurchase
intention 0
Low Perceived price High Perceived price

1
Age within 25 Age more than 25
0.9
0.8
0.7
0.6
0.5
0.4
0.3
0.2
Figure A6.
Interaction of 0.1
perceived quality with 0
age to repurchase
intention Low Perceived High Perceived
quality quality
1
Age within 25 Age more than 25
Consumer
0.9 quality
0.8 management for
0.7
food products
0.6
0.5 457
0.4
0.3
0.2
Figure A7.
0.1 Interaction of
0 perceived packaging
with age to repurchase
Low Perceived High Perceived intention
packaging packaging

1
Age within 25 Age more than 25
0.9
0.8
0.7
0.6
0.5
0.4
0.3
0.2
Figure A8.
0.1 Interaction of
0 perceived taste with
age to repurchase
Low Perceived High Perceived intention
taste taste
TQM 1
Rural Urban
36,2 0.9
0.8
0.7
0.6
458 0.5
0.4
0.3
0.2
Figure A9.
Interaction of 0.1
perceived price with 0
ethnicity to repurchase
intention Low Perceived High Perceived
price price

1
Rural Urban
0.9
0.8
0.7
0.6
0.5
0.4
0.3
0.2
Figure A10. 0.1
Interaction of
perceived quality with 0
ethnicity to repurchase Low Perceived High Perceived
intention quality quality
1 Consumer
Rural Urban
0.9 quality
0.8 management for
0.7
food products
0.6
0.5
459
0.4
0.3
0.2
Figure A11.
0.1 Interaction of
0 perceived packaging
with ethnicity to
Low Perceived High Perceived repurchase intention
packaging packaging

1
Rural Urban
0.9
0.8
0.7
0.6
0.5
0.4
0.3
0.2
Figure A12.
0.1 Interaction of
0 perceived packaging
with ethnicity to
Low Perceived High Perceived repurchase intention
taste taste

Corresponding author
Shahbaz Sharif can be contacted at: [email protected]

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