Bibliographic citations
Sauñe, C., Justiniani, R., Mayorca, F. (2020). Influencia del valor percibido de marca bajo la perspectiva del cliente en la intención de compra. Caso: Café Restaurantes [Pontificia Universidad Católica del Perú]. http://hdl.handle.net/20.500.12404/15583
Sauñe, C., Justiniani, R., Mayorca, F. Influencia del valor percibido de marca bajo la perspectiva del cliente en la intención de compra. Caso: Café Restaurantes []. PE: Pontificia Universidad Católica del Perú; 2020. http://hdl.handle.net/20.500.12404/15583
@mastersthesis{sunedu/2651481,
title = "Influencia del valor percibido de marca bajo la perspectiva del cliente en la intención de compra. Caso: Café Restaurantes",
author = "Mayorca Banda, Francisco Felipe",
publisher = "Pontificia Universidad Católica del Perú",
year = "2020"
}
In order to identify the impact of brand value perceived by the client on the purchase intention in Cafés restaurants in Metropolitan Lima, a non-experimental, descriptive, explanatory and correlation research has been designed, with a quantitative approach. It was delimited to restaurants with five or more stores, with four brands with these characteristics: (a) Café Sofa, (b) San Antonio, (c) Don Mamino and (d) Delicass. A sample of 384 people was selected, who would have consumed in one of these four cafeterias restaurants during the last six months. The surveys were conducted online, and the results were tabulated and analyzed with the SPSS 20 software. After applying various statistical tests such as Cronbach's Alpha, the Pearson correlation coefficient, linear regression, ANOVA, among others. The results led to the conclusion that there is a relationship between the brand value perceived by the customer and the purchase intention, which is positive and high (Intent to purchase = Brand value * 0.69). In addition, it was found that there is a direct relationship between three of the four components and the independent variable, brand perceived value: (a) brand loyalty, (b) brand notoriety, and (c) brand associations. On the other hand, it was found that there is no relationship between the perceived quality and the perceived value of the brand, although it does have a direct influence on the brand value. It was also found that there is a relationship between the four factors of brand value, mainly between brand loyalty and brand notoriety over brand associations. Meanwhile, brand loyalty has the largest direct impact over purchase intention. Therefore, it is recommended that entrepreneurs focus their efforts on developing brand associations and loyalty to the brand, since they are the components with the greatest impact on the perceived value of the brand. brand and therefore on the purchase intention.
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