The Alignment Between Product Quality, Perceived Healthiness, And Purchase Intention at Fruit-Based Beverage Establishment Among Gym Goers
DOI:
https://doi.org/10.65339/ijsair.V2.I1.13Keywords:
Consumer behavior, Fruit-based beverages, Gym-goers, Perceived healthiness, Product quality, Purchase intentionAbstract
This study examined the relationships among product quality, perceived healthiness, and purchase intention toward fruit-based beverage establishments among gym-goers in Cagayan de Oro City. The study investigated how evaluative and perception-based factors shape consumption decisions in a health-oriented beverage context. A quantitative descriptive-correlational research design was employed. Data were gathered from 496 active gym-goers selected through stratified random sampling across fitness centers. A structured, self-administered questionnaire using a four-point Likert-type scale measured product quality, perceived healthiness, and purchase intention. Descriptive statistics revealed very high levels of perceived product quality, perceived healthiness, and purchase intention. However, correlation analysis indicated weak, statistically insignificant relationships between product quality and purchase intention, and between perceived healthiness and purchase intention. The findings suggest that quality and health attributes operate as baseline expectations rather than key predictors of purchase intention, with contextual factors likely shaping decisions once minimum standards are met. The study discussed maintaining quality and hygiene, enhancing transparency on nutrition, and adopting credible, value-oriented marketing strategies; future research should assess additional determinants, such as price perception, brand trust, convenience, and social influence. This study is relevant to SDG 3 (Good Health and Well-Being) by informing health-related beverage choices, and SDG 8 (Decent Work and Economic Growth) by providing insights that can support the competitiveness of fruit-based beverage establishments. Strengthening transparency and responsible marketing may improve consumer trust and contribute to more sustainable health-oriented consumption and business practices in the local food and beverage sector.
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