The Research of Brand Image and Perceived Value on Purchase Intention─ A Case of the Food Industry

• Main Authors: Shan-Chien Chou, 仇善謙
• Other Authors: None
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/e9n8z7

碩士 === 世新大學 === 企業管理研究所(含碩專班) === 102 === In recent years, the rapid development of food industry and an increase of population of eating outside, lead to an increase of food companies. This causes the food industry competition which is intense. Therefore, the company must be accurate grasp of consumer demand, and let consumers to patronize again, is a major issue by the food and beverage industry. This research is mainly focused on a brand image influence on consumers’ purchase intention and the study of the influence of perceived value on purchase intention. This research adopts qualitative interview method as well as organization of data analysis and induction. The results showed that both the brand image and perceived value have positive influences on purchase intention. Through the results of this research, we expect it would provide the effective marketing strategies for the enterprises in our country to implement in the catering industry. In addition, it can give the ideas to stimulate consumers’ willingness to buy the products again and to launch a campaign successfully, and put forward practical suggestions and the future research direction.