文章基本信息

标题：Impact of consumption aspirations and brand knowledge on customer decision making: Evidence form fast food industry of Pakistan
本地全文：下载
作者：Shaheer Ellahi ; Muhammad Arshad ; Sumaira Shamoon 等
期刊名称：Management Science Letters
印刷版ISSN：1923-9335
电子版ISSN：1923-9343
出版年度：2012
卷号：2
期号：7
页码：2409-2416
DOI：10.5267/j.msl.2012.08.001
出版社：Growing Science
摘要：The purpose of this research is to find out the impact of consumption aspirations and brand knowledge on customer purchase decisions. Data was collected through a questionnaire from 168 customers of fast food sector of Pakistan. Results show that there is a positive association between consumption aspirations, brand knowledge and customer decision making. The Results of the study show that there is a significant association between consumption aspirations, brand knowledge and customer decision making. The fast food sector can get higher level of customer satisfaction and a higher number of customer base and market share through a higher level of brand knowledge and consumption aspiration of the customer. The results of the study show that there is a positive association between consumption aspirations, brand knowledge and customer decision making in the fast food sector of Pakistan.
关键词：Consumption aspirations; Brand knowledge; Customer decision making