Poh , Sim Yee (2013) The effect of brand name on consumer buying behavior towards food products. Masters thesis, University Malaysia Sabah.
In pace with the increasing number of the establishments of small and medium enterprises in processed food industrial, there are many similar food products with different brand name available in market. Commoditization and globalization increase the intense competition in local food products' market. Under this circumstance, brand name of food product play an important role as it is used to prominent differentiation among similar products and help consumers to infer preference product. The main objectives of this thesis is to examine to what extent brand name influence the consumer buying behavior towards food products and the moderating effect of consumer's income on the relationship. Variables of brand name that are tested in this study are marketing component and linguistic component which are sub-categorized into five categories, phonetic requirements, morphological requirements, trendy semantic requirements, connotation semantic requirements and combination requirements. The findings shows consumers in Kota Kinabalu area do pay significant important on marketing component, trendy semantic requirements, connotation semantic requirements and combination requirements of brand name on consumer buying behavior towards food products. High income consumers and low income consumers have similar perception towards brand name and thus have no influence on consumer buying behavior towards food products in Kota Kinabalu area. The findings of this study can be used for local marketers as initial knowledge for brand naming process and guidelines in strengthen their brand strategy. The finding of this study also can be used as a solid base for future researches.
|Item Type:||Thesis (Masters)|
|Uncontrolled Keywords:||brand name, buying behavior, food product, income, strategy|
|Subjects:||H Social Sciences > HF Commerce|
|Divisions:||SCHOOL > School of Business and Economics|
|Deposited By:||IR Admin|
|Deposited On:||05 May 2014 12:51|
|Last Modified:||05 May 2014 12:51|
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