Page 129 - MARSIUM'21 COMP OF PAPER

CHAI JING MIN (2022)
■ 2.0 Literature Review

People have begun to pay greater and greater attention to their health as a result of the growth in their living patterns. A healthy diet may aid
in the prevention of all forms of malnutrition as well as non-communicable conditions such as diabetes, stroke, heart disease and cancer, among
others. Nevertheless, according to a Short History of the Future, we have currently faced a plethora of calamities as well as survival difficulties,
such as war and famine, among others.
We have reduced significantly the numbers of deaths caused by war and famine, despite the fact that there are still numerous regions where
these challenges remain. It is widely acknowledged that over-nutrition is currently the most serious problem in the majority of countries. As
per statistics from 2010, the overall deaths due to hunger as well as malnutrition are approximately one million, whereas obesity is responsible for
three million deaths.
Primary obesity as well as secondary obesity are the two basic types of obesity that can be distinguished. It remains simple to note that primary
obesity is simply obesity caused by eating too much. Secondary obesity, also known as pathological obesity, must be induced by some
infections, and some people become overweight as a result of viruses. Primary obesity (also known as "basic obesity") re mains the most
popular type of obesity within our nation. The primary reason for this is that we typically eat more calories than we normally consume, resulting
in much more calories being converted to fats. People who spend their days at work and consume unhealthy snacks on a regular basis would
have a small stomach with ease.
As a result, as the research of health and diet has progressed in recent years, people have become more conscious of the fact that diet remains
equally vital for person's mental health. Besides, "JUNK FOOD," including foods heavy in fat and sugar, not only increase your waist size and
weight, but they also cause a host of other problems, including poor emotional and psychological health. Therefore, if we are unable to resist
our need to consume a snack, it is critical to choose nutritious snacks in order to prevent obesity.
Healthy snacks are those that are fresh, natural, as well as easily digestible. As an illustration, fruits and veggies that may be eaten fresh are
high in vitamins, mineral, and carbohydrate content; dairy products plus soy products may give a good source of calcium and protein; nuts
including peanuts, walnuts, plus melon seeds; and so on and so forth.
Not only can eating snacks in moderation and moderation a form of life pleasure, but it may also give you with some nutrients and energy in
the form of carbohydrates.

Theoretical Framework & Hypothesis Development

Brand Awareness
Brand awareness is the two-way connection strength of brand characteristics as well as product lines relevant to buying decisions in the
customer memory system. According to Aaker (1991), brand awareness spans multiple stages ranging from ordinary brand awareness to brand
domination that would result in the final circumstance whereby the brand mentioned is the dominant brand remembered by a customer.
Hoeffler and Keller (2002) divided brand awareness to two dimensions: Breadth and depth. Brand awareness is produced by the mixture of
brand awareness and brand reproductions, which may be characterized by breadth and depth. The depth form of brand awareness relates to the
likelihood and complexity of the product surfacing in the memory of customers, which is connected to the likelihood of the brand being recalled
or remembered. The breadth of brand awareness means the number of distinct purchase and then uses circumstances that can enable the brands
to arise in the customer's consciousness and the notion of brand to emerge in the brains. The purchasing is tied towards the consumption
condition.

Researchers can assess customers' brand awareness via assessing their capacity to recognize different brand components (brands, symbols,
attributes, trademark patterns, packaging, and slogans) in diverse settings—in other terms, the amount to which brand elements may be used
to promote products. Besides, brand recognition is not only tied to the intensity of the brand's remembrance, but it is also connected to the
potential and ease with which a brand might be thought of. As per Keller (1993), it has been established that consumers often employ heuristics
including purchasing a product that they are aware of, selecting the product that they are mostly familiar with, and buying only the products
that are famous and satisfied with them.

Brand awareness leads to a wide range of areas of a company's assets. First and foremost, brand awareness serves as the foundation for the
establishment of brand associations. Second, customer brand recognition will have an impact on their brand sentiments. Additionally, brand
recognition has an impact on the brand choice and buying decisions of customers. Hoyer and Brown (1990) discovered a link between
purchasing choice and brand recognition as a result of their prior research. Several theories and research on customer brand awareness have
demonstrated that we may increase customers' brand awareness by developing and introducing an efficient brand identification scheme,
increasing consumers' opportunities towards experience brand services and products, and adopting increasingly effective marketing and
publicity.

Based on the above discussion, the first hypothesis of this study can be derived as below:
H1: Brand awareness has a positive impact on consumers’ purchase intention towards healthy snacks product.

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