The Store Image and Brand Image of Bakeries Affect on Consumers’ Purchase Intention

• Main Authors: jackjack, 陳宗達
• Other Authors: 張明旭
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/55419117910331386461

碩士 === 樹德科技大學 === 經營管理研究所 === 94 === Because national income and level of living daily enhancement, will expend populace's life consciousness, the expense feeling, the purchase manner and even the purchase motion all can have the transformation, especially regarding the expense in "the nature" the promotion request, will receive expends the populace to pay attention. In order to satisfy consumer's choice, the product type unceasing increase, the commodity change is quicker, these factor all truly influence consumers have purchased decision-making. Therefore this research wants to discuss concerns regarding cures the product consumer to the shop front impression and the brand image to purchase the wish is whether influential. but studies the way to use the questionnaire survey law to carry on; and 10.0 software carries on the statistical analysis after SPSS For the Windows, the research technique use Reliability、Authority validity、Descriptive analysis、Pearson correlation、regression analysis the statistical method confirms supposition this research, analysis by way of the research knew the Store Image and the Brand Image regarding cure the product consumer to the Bakeries on Consumers’ Purchase Intention, but the different population factor also can affect on consumers’ Purchase Intention, therefore this research in view of obtains the result to cure the store operator to put forward the correlation proposal and the marketing strategy