Creating brand differentiation of delivery robots in the food and beverage industry

This study addresses a critical void in knowledge within the Malaysian food and beverage landscape by examining the relationship between brand dynamics and purchase intention, specifically in the context of delivery robots. The aim was to provide insights for strategic decision-making, facilitating the integration and adoption of delivery robots in the industry. It places a spotlight on the concept of brand differentiation and its associated elements, influencing the purchase intentions of delivery robots in the Malaysian Food and Beverage (F&B) industry. A total of 150 respondents, comprising restaurant owners and employees within Malaysia's F&B industry, were invited via the Facebook platform. Of these, 124 responded. The participants included 30.6% of operation managers and 0.8% of restaurant owners. The findings suggested the role of brand strategy and consumer behaviour in shaping purchase intentions within the industry. The analysis revealed notable influences from brand differentiation, brand awareness, brand association, and perceived quality on the purchase intention of delivery robots in the Malaysian F&B industry, and perceived quality emerged as the most important variable contributing to the purchase intention. These findings offer valuable insights for organizations aiming to enhance their market position of delivery robots.