Does the word ‘protein’ in the product name of a sports bar have an influence on the purchase intention of consumers?
toon extra info.
Julie ten Brink
|Auteur(s)||Brink, J. ten|
|Wageningen : Wageningen University & Research|
|Bsc Thesis||BSc Thesis Business Studies - Management and Consumer Studies - unknown - Wageningen University|
|Toelichting||The healthy lifestyle, so exercising and keeping a healthy diet, has become more popular. Products like sports bars are developed to provide the body with energy to recover. Protein is a nutrient that has positive characteristics but it can also be seen as unnatural or unhealthy. That is why the first hypothesis of this study is: ‘The use of the term ‘protein’ in the product name has a negative influence on the purchase intention’. The second hypothesis is: ‘Respondents’ intensity of the daily exercise has a positive influence on the purchase intention’. The last hypothesis is: ‘Respondents’ intensity of daily exercise and the use of protein in product name interact in such a way that intensive exercise respondents will respond with higher purchase intentions and less intensive exercise respondents will respond with lower purchase intentions’.|