The influence of brand value perception on the decision-making process of purchasing fresh chicken parts of consumers in modern trade stores’ fresh food section in Phatthalung Province

Abstract

The objectives of this study were 1. to examine consumers’ perceived brand equity of fresh chicken parts in the fresh food category of modern trade stores in Phatthalung Province; 2. to investigate the purchasing decision-making process for fresh chicken parts among consumers in the fresh food category of modern trade stores in Phatthalung Province; and 3. to analyze the influence of perceived brand equity on the purchasing decision-making process for fresh chicken parts among consumers in the fresh food category of modern trade stores in Phatthalung Province. This research employed a quantitative approach. The population comprised consumers of fresh chicken parts in the fresh food category of modern trade stores in Phatthalung Province. A non-probability convenience sampling method was used to select 385 respondents. Data were analyzed using descriptive statistics (mean and standard deviation), Pearson’s correlation coefficient, and regression analysis. The findings revealed that perceived brand equity had a very high and statistically significant influence, at the 0.05 level, on all aspects of the purchasing decision-making process for fresh chicken parts among consumers in the fresh food category of modern trade stores in Phatthalung Province. These results supported Hypothesis 1, which posited that perceived brand equity significantly influences the purchasing decision-making process for fresh chicken parts among consumers in the fresh food category of modern trade stores in Phatthalung Province.

The findings of this study benefit both modern trade retailers and small-scale entrepreneurs by providing insights into the key factors that consumers value in relation to perceived brand equity of fresh chicken parts. In particular, brand assets that create a competitive advantage, along with the development of a clear brand image, are crucial for enhancing consumer trust and loyalty. Moreover, maintaining product quality and adhering to legal production standards are primary factors that consumers prioritize. The results can therefore be utilized by business operators to develop targeted marketing strategies and effectively communicate brand strengths in highly competitive markets.