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College Students’ Catering Brand Value Perception Based on Means-end Chain

Author: ZhangChi
Tutor: YangTongYu
School: Nanjing University of Technology
Course: Administration
Keywords: brand means-end chain content analysis laddering hierarchical valuemap
CLC: F713.55
Type: Master's thesis
Year: 2012
Downloads: 26
Quote: 0
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Abstract


With the intensification of market competition,brand competition has become China’senterprises to participate in international competition in the route one must take.Chineseenterprises in the process of brand building,the international famous brands the successfulexperience of construction of the Chinese enterprises to provide a good reference, andinternational well-known brand is Chinese enterprise brand construction of benchmarking.Learning the successful experience of foreign famous brand,for the guidance ofChinese enterprise’s brand construction,understanding of Chinese enterprise brand currentsituation and with the international famous brand difference has important significance.Brand value can be derived from finance and consumer cognitive aspects ofunderstanding,this paper argues that the brand value of the real value rooted in consumerhearts,consumers on brand value perception,recognition and choice of supporting the brandvalue and market value. According to the means-end chain theory,consumers choose aparticular brand is the impetus to meet its specified value pursuit. And the intrinsic value of thebrand is the brand specific attributes of the decision,namely in the consumer mind exists "attribute--result of consumption value " link,for example,a brand of kitchen appliances,white attributes corresponding to a dirty easily find and look to consumption results, as well asto protect the health of their families meet the value. Brand building the ideal goal is to makethe brand has rich connotation of value, to meet consumer level value pursuit, and the value ofthe brand connotation is through a series of specific attributes of brand shaping and, therefore,to understand the two brand differences not only need to understand the differences in thevalue of the brand property, more should be aware of the differences on the brand building, the latter more instructive, so food brand.In this study, the purpose chain theory ladder interview techniques, choose two typicalbrand of Chinese and foreign food and beverage brands, interviewed college students aboutcollege students in the eyes of brand attributes-consumption results-value "link structure,draw a class diagram of the perceived value of the two brands, found a significant differenceof the two brands, and performance by comparing the main link to the KFC brand①varietyof food-a wide variety-enjoy life,②dining environment-comfort③taste-good taste-self-gratification,④brand reputation-a high quality of service-to enjoy life,⑤servingspeed-convenient-to enjoy life,⑥dining services-high quality of service-to enjoy life.①Price-Value-self-satisfied brand aunt dumplings link②taste-good taste-self-gratification,③a national brand-to support the national brand-by others respect,④taste-good taste-food insecurity.Through comparison it is not difficult to find, the KFC brand value connotation is morerich, to give consumers to enjoy life, self satisfaction and other aspects of the value, and thevalue of our company is focused on the economic benefits. In the brand attributes, KFC wascompared with brand more. The conclusion is: the direct inspiration to the value of the brandconnotation is more rich, to satisfy the consumers’ pursuit of value, its basic path is to shapethe brand more abundant brand attributes, such as dining environment, reputation, speed onthe menu, dining services. The conclusion of the food other than the brand construction alsohas a certain significance, today’s consumer has exceeded the economic benefit of pursuit,consumer spending in the basic function of the product, there is a need for more spiritualenjoyment, the need to enrich the attributes of brand shaping.

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