Impact Of Brand Loyalty, Product Quality And Packaging On Purchase Intention Under The Mediation Of Perceived Value: A Case Of Kfc And Mcdonalds, Islamabad
Author: Fahad Ali

Present situation of market thrust the companies towards the worst competitive era, so in this scenario, the focus of the consumer goods manufacturing companies is on customer purchase intention for capturing the major chunk of consumer market. Product quality, brand loyalty, packaging, and perceived value are playing important role in purchasing intension of any product. Therefore, the purpose of the study is to measure the effect of these product attributes on purchase intentions of consumer. Additionally, this study also find out the impact of perceived value as mediator between packaging and purchase intention of the consumer. In this connection, data was collected by filling pre tested questionnaire from the different consumers of KFC and McDonald’s, from Islamabad. This study 294 responses have been collected and analyzed. This research uses deductive technique and its nature is quantitative. The reliability of questionnaire were tested by Cronbach’s Alpha value which shows that all questionnaires are reliable. The mediation effect of perceived value was analyzed by using preacher Hayes method. This study helps to the managers of QSR to focus on main components to fulfil the consumer need. This study shows that brand loyalty, product quality, packaging and perceived value have positive significant relationship with purchase intention while mediating effect of perceived value is not found significant. Supervisor:-Prof. Dr. Usman Mustafa

Meta Data

Keywords : Brand Loyalty, Perceived Value, Product Quality, Purchase intention
Supervisor: Usman Mustafa

Related Thesis​