The Impact of Advertising Appeal on Customer Purchase Intention Towards Food Supplement Products in Sri Lanka

Abstract

Advertising has become one of the determinant activities in the competitive environment for commercial products, including food supplement products. It is a key activity that enhances the demand for a product of commercial value among consumers. The present study examined the impact of the appeal that advertising carries on the buying intention of consumers who buy food supplement products in the Sri Lankan market. Three independent variables and one moderating variable were considered in the study. Rational appeal, emotional appeal, and moral appeal were considered as the independent variables, while age was taken as the moderating variable. Customer purchase intention was considered as the dependent variable. The mixed research method was adapted as the research method and both qualitative and quantitative data were collected. Pearson correlation analysis and multiple regression analysis were employed for quantitative analysis. The thematic analysis was used in addressing the qualitative objective of the study. The data was collected, using a structured questionnaire with a five-point Likert scale, from 188 existing and potential customers of food supplement products in Sri Lanka. Emotional appeal, rational appeal, and moral appeal carried in advertising were found to be positively related to the customer purchase intention of food supplement products in Sri Lanka.