Consumers’ purchasing behavior – the impact of product innovation

Abstract: Research Purpose: The main objective of this study is to investigate the way in which consumers’ attitude toward attributes of product innovation influences their purchasing behavior in grocery stores. The study is based on an investigation of the fresh fruit juice category of the F&B industry. Theoretical Framework: The concept of product innovation in the F&B industry is firstly introduced with the aim of providing a broader understanding of its four attributes. This is followed by a description of the TRA model which is widely used to predict consumers’ purchasing behavior before establishing a new model of the way in which product innovation can affect consumers’ purchasing behavior and using it to make a further analysis. Methodology: This thesis is based on qualitative research and the data was collected from semi-structured interviews with eight ICA consumers. Conclusion: The findings show that consumers have an extremely positive attitude toward the different attributes of product innovation because of their beneficial effect. Product innovation generates greater value, which increases their intention to purchase new or improved F&B products. However, not all aspects of the four attributes of product innovation affect consumers’ purchasing behavior and the findings of this study are expected to assist manufacturers and retailers to develop the most useful of them in order to enhance consumers’ purchasing behavior and thereby increase their competitive advantage in the field of grocery marketing.