Influencia del valor percibido de marca bajo la perspectiva del consumidor en la intención de compra: caso de la cocina italiana
Date
2020-03-19
Journal Title
Journal ISSN
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Publisher
Pontificia Universidad Católica del Perú
Abstract
Esta investigación tiene como objetivo principal determinar el nivel de influencia del
valor percibido de marca bajo la perspectiva del consumidor en la intención de compra, para
el caso de cocina italiana.
Con base en la revisión de la literatura, la escala de valor de marca propuesta, basada
en el consumidor, se construyó con cinco variables: lealtad de marca, asociaciones de marca,
conciencia de marca, calidad percibida de marca y confianza de marca. A su vez, se
estableció la intención de compra en función de la variable valor de marca. A continuación,
se realizó una prueba piloto inicial (n=30) donde se validó la confiabilidad del instrumento de
medición. El estudio principal incluyó datos recopilados de una muestra de consumidores de
cocina italiana (n=222) en distritos seleccionados de Lima.
Posteriormente, por medio de la metodología de ecuaciones estructurales se confirmó
que de las cinco variables que influyen en el valor de marca, las que más impactan
positivamente son: lealtad de marca (33%), conciencia de marca (32%) y confianza de marca
(32%). Asimismo, el constructo valor de marca influye en un 40% en la intención de compra
bajo la perspectiva del consumidor.
Finalmente, los resultados de esta investigación contribuyen a la toma de mejores
decisiones para la gestión comercial, como desarrollar técnicas de medición de intención de
compra para obtener información de las tendencias de mercado para el desarrollo de nuevos
productos o servicios, o mejorar los existentes enfocados en el consumidor.
The main objective of this research is to determine the level of influence of the perceived brand value from the consumer’s perspective in the purchase intention, in the case of Italian cuisine. Based on the literature review, the proposed brand value scale, based on the consumer, was built with five variables: brand loyalty, brand associations, brand awareness, brand perceived quality and brand confidence. In consequence, the purchase intention was established based on the variable brand value. Next, an initial pilot test was conducted (n = 30) where the reliability of the measurement instrument was validated. The main study included data collected from a sample of Italian cuisine consumers (n = 222) in selected districts of Lima. Subsequently, through the methodology of structural equations it was confirmed that out of the five variables that influence brand value, those that impact it the most in a positive manner are: brand loyalty (33%), brand awareness (32%) and trust in the brand (32%). Furthermore, the construct brand value influences 40% of the purchase intention from the perspective of the consumer. Finally, the results of this research contribute to a better decision making for commercial management, such as developing measurement techniques of purchasing intention to obtain information on market trends for the development of new products or services, or improve existing ones focused on the consumer.
The main objective of this research is to determine the level of influence of the perceived brand value from the consumer’s perspective in the purchase intention, in the case of Italian cuisine. Based on the literature review, the proposed brand value scale, based on the consumer, was built with five variables: brand loyalty, brand associations, brand awareness, brand perceived quality and brand confidence. In consequence, the purchase intention was established based on the variable brand value. Next, an initial pilot test was conducted (n = 30) where the reliability of the measurement instrument was validated. The main study included data collected from a sample of Italian cuisine consumers (n = 222) in selected districts of Lima. Subsequently, through the methodology of structural equations it was confirmed that out of the five variables that influence brand value, those that impact it the most in a positive manner are: brand loyalty (33%), brand awareness (32%) and trust in the brand (32%). Furthermore, the construct brand value influences 40% of the purchase intention from the perspective of the consumer. Finally, the results of this research contribute to a better decision making for commercial management, such as developing measurement techniques of purchasing intention to obtain information on market trends for the development of new products or services, or improve existing ones focused on the consumer.
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Keywords
Comportamiento del consumidor, Investigación cuantitativa, Restaurantes--Perú
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