Factors influencing brand choice and consumption behavors : a study on Irish juice market

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Kamath, Joohi
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MBA in Business Management
Dublin Business School
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The Irish Juice Market is one of the rapidly expanding sectors in size and volume. A lot of multinational beverage giants have ventured into the fruit juice business as it has shown potential since the last 10 years. This is also a reason for the birth of many new juice brands. Yet this area remains unexplored from an academic point of view. Brands play a very important role in the consumer decision making processes. The decision making process depends on various factors which influence consumers. In this research we look at the factors which effect the consumption of juice. This research aims to bridge this gap and create possibilities for further studies by answering which factor has the most effect on the juice consumption with the help of TRA Model by Ajzen and Fishbien, (1977). Survey Method through a structured questionnaire was used in this research. It also establishes the fact that attitude of consumers gives rise to intention which in turn leads to consumption of a particular product. To conclude, these findings indicate directions for futures researches to make further investigations. Author keywords: Brand choice, consumption behaviour, juice market Ireland, Theory of Reasoned Action