The Impact of Brand Image, Perceived Quality, and Perceived Value on Purchase Intention for Baking Bread
| Autor: | Sheng-Yu Lin, 林聖祐 |
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| Rok vydání: | 2014 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 103 Baking industry has been much more flourished in recent years. Bakeries have been established more and more, even convenience stores and hypermarkets have been participated with bread supplies. Unlike traditional bakeries, modern bakeries have characteristic style, and advertise their products with fresh ingredients, hand-baked, and freshly baked aroma, that can attract consumers purchase. It’ll be driven wave with modern bakeries. In this study, the main objective focus on purchase intention of baking bread from consumers bought breads with brand image, perceived quality, and perceived value. We use the questionnaire method to collect and analyze data from consumers, collate results, present conclusions and recommendations, provide baking industry a developing reference for marketing strategies. From the result of this study, the better brand image perception of bakeries for consumers, the higher brand recognition of bakery for consumers. The bakery of perceived quality and perceived value are relatively increased that the better brand image perception from consumers and the higher purchase intention of consumers. For consumers purchased baking bread, perceived value has a significant positive effect with perceived quality, and purchase intention has a significant positive effect with perceived quality and perceived value. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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