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Impact of consumer socialization on soft drink consumption and mediating role of consumer generational behavior

Faisal Shahzad (Department of Management Sciences, Muhammad Ali Jinnah University, Islamabad, Pakistan)
Jamshed Khan Khattak (Departmnet of Management Sciences, Muhammad Ali Jinnah University, Islamabad, Pakistan)
Mobeen Jamshed Khattak (Department of Management Sciences, Muhammad Ali Jinnah University, Islamabad, Pakistan)
Fahad Shahzad (University of Sargodha, Sargodha, Pakistan)

British Food Journal

ISSN: 0007-070X

Article publication date: 2 March 2015

Abstract

Purpose

The purpose of this paper is to explore how consumers’ socialization influences soft drink consumption behavior in Pakistan. Since consumer socialization has long been considered but it is important to understand whether the extent of consumer socialization in terms of soft drink consumption influences consumer behavior by taking into consideration consumer cohorts.

Design/methodology/approach

The quantitative research is based on consumer survey method by using Likert scale questionnaire. Convenience sampling technique with a sample size of 637 is used. Data are analyzed by using cronbach α, ANOVA, correlation and multiple regressions.

Findings

Overall, the findings maintain the impact of consumer socialization on soft drink consumption. Such influence of consumer socialization through social media, cultural groups and social groups encourages soft drink socialization behavior. Additionally there is also an evidence of mediating role of consumer generational behavior in soft drink consumption.

Research limitations/implications

The results of this paper extend knowledge of how consumer socialization affects soft drink consumption behavior and provide important insights into how consumer cohorts should be targeted. The Chosen research approach is a limitation of the study.

Practical implications

The results are of value to academic researchers, soft drink industry practitioners in a way that it will help them to portray marketing and advertising activities by taking into consideration consumer cohorts behavior.

Social implications

This paper addresses an untapped issue on how cohorts socialization at different social setting impact on consumer soft drink consumption behavior.

Originality/value

This paper fulfills a recognized need to study soft drink socialization in terms of cohort’s behavior.

Keywords

Citation

Shahzad, F., Khattak, J.K., Khattak, M.J. and Shahzad, F. (2015), "Impact of consumer socialization on soft drink consumption and mediating role of consumer generational behavior", British Food Journal, Vol. 117 No. 3, pp. 1205-1222. https://doi.org/10.1108/BFJ-08-2013-0219

Publisher

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Emerald Group Publishing Limited

Copyright © 2015, Emerald Group Publishing Limited