A study on the effect of brand images and purchase intention about HMR selection attributes of university students

Abstract

This study is about the practical review on the influence of the HMR products’ quality, convenience and package, which are the selection attributes of the product, on the brand image and on the purchase intention in order to offer basic data for the competitive HMR product development and brand marketing strategies. The results are as follows: after reviewing the hypothesis that the quality, convenience and package will impact the brand image, these elements prove to have statistically meaningful(+) (p 0.05). However, the hypothesis that the convenience will leave positive mpact has proven to be true with the convenience having positive (+) impact on the purchase intention on statistics-end (p<0.01). As a result, the quality and package perceived by consumers do not influence the purchase intention, so a new marketing strategy should be in place for this. After reviewing the hypothesis that the brand image would influence the purchase intention , the brand image has positive (+) impact on the purchase intention (p<0.01). As a result, in order to lead HMR’s purchase, a strategy to alleviate the brand image shall be in place, and the companies ought to put efforts in activations to enhance the brand image.