Assessing the Role of Determinants on Consumer's Purchase Intention and Consumption of Branded Bread in an Academic Environment

Abstract— The present research aims to investigate the role of convenience orientation, time scarcity, cooking skills, sensory appeal, nutritional quality, safety consciousness, health consciousness, perceived price, product information, processing technology and packaging quality on purchase intention and consumption of branded bread. A structured questionnaire was used to collect data from 500 consumers across four universities of Haryana, India. Confirmatory factor analysis and structural equation modeling were used to analyse the data. The factor loading, cronbach’s alpha, composite reliability, average variance extracted and correlations estimates demonstrate good internal consistency and reliability of questionnaire as well as convergent and discriminant validity of measurement model. The model fit indices demonstrate good fit of measurement and structural models. The path analysis of structural model reveal that convenience orientation (ß=0.84); sensory appeal (ß=0.73); nutritional quality (ß=0.69); safety consciousness (ß=0.70); health consciousness (ß=0.82); perceived price (ß=0.61); time scarcity (ß=0.75); lack of cooking skills ( ß=0.59); packaging quality (ß=0.77); product information (ß=0.86); and processing technology (ß=0.81) were positively related with purchase intention and consumption of branded bread. Convenience orientation, health consciousness, processing technology and product information/labeling were the key determinants influencing consumer’s purchase intention and consumption of branded bread in an academic environment.