The IMPACT OF PERCEIVED QUALITY ON CONSUMER ATTITUDE IN FOOD INDUSTRY OF PAKISTAN
Purpose: The purpose of this study is to identify the impact of perceived quality on consumer attitude in the food industry.
Design/Methodology/Approach: With positive philosophy method, this study is based on Quantitative approach and the truthful data was collected by Surveys from the consumers of the food industry in Pakistan. The linear Regression method directed for the measurement.
Findings: The results indicate the impact of perceived quality on consumer attitude in food industry which elaborate that there is a moderate impact of perceived quality on consumer attitude that indicates the significant relation among perceive quality on consumer attitude.
Research limitation/Implication: The study is limited to consider only food industry, the result shows that there is a significant moderate impact of perceived quality on consumer attitude although, the data was collected from the consumers of Karachi.
Implications: This study suggests local food industry about the attitude of consumer towards the quality of food whereas food industry can take benefit from this study to know the quality matters for the customers which they can start providing the quality food to increase their brand name & loyalty among customers.
Originality/Value: This study is carried out having seen the previous research papers although, from this study, the service quality in the food industry can be studied further for future research.