EFFECT OF PERCEIVED VALUES ON THE BRAND PREFERENCE AND THE PURCHASE INTENTION

Abstract

The purpose of this study investigate what effects the brand preference and the purchase intention of the customers in the foreign origin Pringles branded chips purchase and the effect of the consumer’s preference on the purchase intention with structural equation modeling approach. Data is acquired from the consumers buying chips at the randomly selected twenty five Migros shopping centers in the twenty five districts of Istanbul. The research is obtained by face to face interviews conducted with four hundred seventy three people. Structural equation modeling method is used for testing the hypothesis created. This study is important in terms of perceived price value affecting the purchase intention, perceived quality affecting both the brand preference and the purchase intention, perceived social value affecting the purchase intention positively. On the other hand, the research model acted on the fact that perceived emotional value affecting the brand preference and the purchase intention. However based on the data achieved by analyzing with the structural equation modeling, it appeared that the perceived emotional value had no effect on the brand preference and the purchase intention. It is clear that no generalization can be made with a research conducted on twenty five districts of the city of Istanbul. The model in this study is the model presented by Wang. It is though that the results of this study will be beneficial for the managers, marketing and brand experts especially in the chips sector. Conducting this or similar studies in the sector where competition will increase gradually, will enable to face the consumer with correct strategies and by creating correct value perception.