Impact of distribution strategies and brand perception on consumer behavior in the Pakistani soft drink market

This research examines the interactive impact of distribution strategies, distribution channels, brand equity and brand authenticity on consumer purchasing behavior of convenient products (soft drinks) in the Pakistani market. With the growth in convenience focused consumption, it has become imperative to understand the ways in which these marketing factors affect purchasing choice amongst fast-moving consumer goods (FMCG) brands. A quantitative research method was employed with a structured questionnaire given to 200 consumers in Faisalabad. Analysis of the data was done with SPSS, with chi-square tests and reliability test (Cronbach’s Alpha) being conducted to study the relationships between the key variables. The findings indicate that there is a statistically significant connection between the distribution strategies (intensive and selective) and distribution channels (physical and direct) and the consumer buying preferences. Additionally, both brand equity and authenticity exhibited a significant effect on the customer loyalty, perceived value, and purchase intention. Consumers bore a more profound inclination to intensive distribution and directly accessible products when brand authenticity was perceived high. These results imply that firms that have convenient products must focus on easy distribution channels and should focus on authentic brand stories to encourage consumer loyalty and increase the level of purchasing. The study adds a local perspective on the effectiveness of marketing strategies in emerging economies and can be used by brand managers of beverage companies.