The Factors Affecting Purchase Intention of university students in Fast Food Industry in Quetta. Pakistan

Abstract

Purchase intention is a crucial factor that affects fast food usage as it reflects the individual's willingness to buy a product or service. In the fast-food industry, purchase intention is particularly important because it can determine the success or failure of a business. If a consumer has a positive purchase intention towards a particular fast-food brand, it is more likely that they will purchase from that brand repeatedly. On the other hand, if a consumer has a negative purchase intention, they may choose to purchase from a competitor or not purchase at all. This article explores the factors that influence the purchase intention of university students in Quetta, Pakistan, in the fast-food industry. The aim of this study is to explore the factors namely, physical environment and health consciousness which affect the purchase intension of universities students. The study uses a quantitative approach, and data was collected from 300 university students through a self-administered questionnaire. Statistics software (SPSS V23) was used to analyze the data. The results indicate that factors such as physical environment and health cautiousness have a significant impact on the purchase intention of university students. Furthermore, the study also suggests that demographic variables such as gender, age, and income have a moderate influence on purchase intention. The findings of this study have important implications for fast-food businesses operating in Quetta, as they can use these factors to develop effective marketing strategies to target the university student market.