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

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.

Fast‐food addiction and anti‐consumption behaviour: The moderating role of consumer social responsibility

“…The following question incorporated a ten‐item measure of sociocultural factors adapted from a scale developed by Shahzad et al () to measure the degree to which consumer addiction is influenced by sociocultural factors (Chen et al, ). It was used to assess cultural acceptance and encouragement of fast‐food consumption, while also questioning levels of consumption by family, friends and colleagues.…”

“Drink It or Not”: Soft Drink Anticonsumption Behavior and the Mediating Effect of Behavioral Intentions

“…A social group can be defined as a collection of individuals who have similar values and interact with each other to form a similar lifestyle [46]. In line with the social role theory, men and women have different roles in social groups of which the family is a strong part [47]. Consumers' decision-making process in social groups is not only affected by their motivations, but also by other group members in the socialization process [48].…”

“From Generation Y to Generation Wine” a Best-Worst Scaling Study of Wine Attribute Importance

“…In other words, how consumers are influenced in their formative years not only influences their current attitudes, behaviour and motives to purchase (or not to purchase) specific products, but is likely to also influence these aspects in the future. In a similar vein, Shahzad et al (2013) highlight the powerful influence of consumer socialisation on drinking behaviour. A person"s parents and friends, culture, economic status and other contextual factors can cause them to learn a particular style of drinking.…”

“…Traditionally, consumer socialisation primarily refers to child development, considering aspects such as role and moral development in children (Ward, 1974). However, the concept also applies to adolescent and adult consumers (Shahzad, Khattak & Shazad, 2013).…”