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UNDERSTANDING PURCHASE INTENTION OF UNIVERSITY STUDENTS

TOWARDS HEALTHY SNACK PRODUCT: A CASE OF ONE LITTLE C

ENTERPRISE

Chai Jing Min, Encik Ahmad Sharifuddin Bin Shamsuddin

Azman Hashim International Business School, Universiti Teknologi Malaysia, Johor Bahru

*Corresponding author: jingmin@graduate.utm.my

Abstract

Purpose – The purpose of this paper to examine the factors which will contribute to consumers’ purchase

intention on healthy snack product. That was four factors included in this study: brand awareness, brand

association, perceived quality and brand loyalty.

Design/methodology/approach – In total, 200 sets of self-administered questionnaires were distributed to

students in Universiti Teknologi Malaysia in Johor Bahru. The convenience sampling was used and data
collected were analysed using SmartPLS to perform the measurement model and structural model.

Findings – Findings have showed that there are positive relationships between brand awareness, brand
association, perceived quality and brand loyalty and consumers’ purchase intention towards One Little

C’s healthy snack product.

Originality/value – One Little C Enterprise are able to benefit from this study by formulating their brand
management tactics referring to the findings to have competitive advantage over their competitors and

increase their sales.

Keywords: Brand awareness, Purchase intention, Brand loyalty, Brand association, Perceived quality,

Healthy Snack products, One Little C Enterprise

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