Branding in the Ready-To-Eat Food Industry

Abstract

This conceptual paper examines how brand image shape the consumer’s purchase attitude and intention by integrating the Theory of Planned Behaviour (TPB) with ready-to-eat (RTE) brand image. As RTE food industry continues to expand, understanding the psychological importance behind branding effects and its relation to consumer’s purchase attitude and intention becomes crucial since it could lead to the right direction of marketing and increase sales, market share in addition to loyalty in the competitive fast-moving consumer goods (FMCG) segment. Branding extends beyond just names, as it carries with it the credibility, quality, philosophy and segments in which it falls into. Therefore, these credentials are reflected through brand image in unspoken words and how the brand carries itself throughout the years. This particular condition shapes consumers purchase attitudes towards the RTE brand and eventually leads to purchase intention. To explore these dynamics, this study adopts a conceptual research design grounded in a structured synthesis of peer-reviewed literature on brand image, TPB theory and RTE food industry. Through this theory-driven analytical approach, the paper develops a conceptual framework illustrating how brand image influences consumer’s purchase attitudes, while taking into consideration subjective norms and perceived behavioural control and eventually leads to purchase intention. The findings highlight that brand image influence purchase attitudes through many dimensions, and brand image seems to be a reciprocal and importance substance in building and sustaining an RTE food product in the competitive and alluring fast moving consumer goods (FMCG) sector. Theoretically, this paper extends the TPB model into a new domain by explaining consumer’s purchase attitude through the lens of brand image. Practically, it underscores the need for entrepreneurs and policymakers to prioritise brand image as a tool of standardization, credibility, quality, philosophy and segments that could lead to safe, hygienic products to consumers while creating consumers loyalty for the brand in the long run.