The Role of Brand Credibility on Purchase Intention on Fast Food Sector in Pakistan

The purpose of this study is to identify those main factors that influence upon purchase intension of customers specifically in fast food sector. The variables which were selected for this research were perceived quality, customer value, perceived risk and purchase intention. The instrument that is...

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Bibliographic Details
Published inInternational journal of information, business and management Vol. 7; no. 4; p. 158
Main Author Shakeel, Ayesha
Format Journal Article
LanguageEnglish
Published Chung-Li Educational Research Multimedia & Publications 01.11.2015
Subjects
Brand equity
Brand preferences
Brands
Customer services
Customers
Data analysis
Fast food industry
Perceptions
Product quality
Questionnaires
Studies
Variables
Pakistan
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Summary:The purpose of this study is to identify those main factors that influence upon purchase intension of customers specifically in fast food sector. The variables which were selected for this research were perceived quality, customer value, perceived risk and purchase intention. The instrument that is used for research is close ended questionnaire. Questionnaires were developed collected data from 150 respondents. After analysis the results showed that all the three variables, perceived quality, customer value and perceived risk have a great impact on consumer purchase intentions. Perceived quality plays important role. Purchase intentions are built at the last moment when the consumer got the good perceived quality. Early making of decisions also lead to development of customer value.
ISSN:2076-9202
2218-046X