The Effect of Brand Quality, Price and Sales Promotions on Purchase Intention: Evidence from Global Fast Food Brand

Authors : İsmail Necati Uzun, Murat Arslandere

Pages : 163-174

View : 81 | Download : 132

Publication Date : 2024-12-31

Article Type : Research Paper

Abstract :Abstract In this study, it is aimed to reveal the effects of brand quality, price and sales promotions on purchase intention in a global brand operating in the fast food sector, which is one of the increasing trends in the world among the branches of the food service industry. The research was conducted by reaching Burger King followers through social media applications in Türkiye.The study employed a multiple linear regression analysis, which revealed that all three variables exerted a positive influence on purchase intention, with brand quality exhibiting the most pronounced effect. In this context, the study has significant implications, particularly for global branded businesses operating in the fast-food sector. In light of the positive contribution of these three variables to customers\\\' purchase intentions, it is recommended that businesses accord these variables a high degree of importance. In establishing pricing strategies, it is advised that businesses adopt competitive and economical pricing policies, while also prioritising sales promotion practices that offer customers economic value and added benefits. In the absence of a globally recognised Turkish fast food brand, it is imperative that the government implement incentive programmes to facilitate the development of such a brand, with a particular focus on high brand quality.
Keywords : Küresel Fast food Markası, Marka Kalitesi, Fiyat, Satış Promosyonları, Satın Alma Niyeti.