The role of sales personnel recommendation on consumer purchase intention of milk Powder

• Main Authors: Wei-Ming Chiu, 邱維銘
• Other Authors: Wan-I Lee
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/56166544851571405070

碩士 === 國立高雄第一科技大學 === 行銷與流通管理所 === 95 === Abstract How the Drog store employee’s recommendation, product of original, brand image and product characters are associated with the formula milk powder’s shopping behavior? Consumer’s planning purchasing is normally determined by their perceived quality and perceived values of the products; however, consumer’s final purchase intention is changed by the impact of Drog store employee’s recommendation, product price, product quality, product of original, and product characters. The ways on how to reinforce the consumer’s perceived quality and perceived values, then enhancing the purchase intention are the important subjects to the suppliers and the marketing of formula milk powder. The findings from this research by investigating the consumers who buy the milk powder from the Drog store are summarized as follows: 1. Perceived quality will moderator Perceived value intension. (a) There is significant relationship between brand image to price different and promotion. (b) Country of origin will influence price different and promotion. (c) Product characters will influence price different and promotion. 2. Perceived value will moderator purchasing intension. (a) Price different will influence purchasing intention. (b) Promotion will not influence the purchasing intension. 3. Perceived quality and salesman will moderator Perceived value. (a) Brand image and salesman will moderator price different and promotion. (b)Country origin and salesman will moderator price different and promotion. (c) Product characters and salesman will not moderator price different and promotion. 4. Perceived value and salesman will moderator purchasing intension. (a) Price different and salesman will moderator purchasing intension. (b) Promotion and salesman will not moderator purchasing intension. Key words: brand image, perceived quality, perceived value, purchase intention, Drag store employee recommendation, Country of origin