A Study On Influence Of High Quality Pork Brand Image To Consumer Behavior

As a new form of sales terminals, brand pork chain stores have gradually become a new economic growth point and weapon for brand pork enterprises to go into the commercial areas of business and to control sales terminal, more and more meats enterprises pay great attention to brand mold, market domain development, and enterprise’s competitive advantage cultivation. Larry. Light, American famous marketing expert, once pointed out:own the market is more important than own the factory, but the exclusive way to own the market is to own the brand who occupies the market dominant position. We can see that Brand has been the important actuation strength that affects the enterprise to maintain competitive advantage continually, and brand image has been the focus of academic research. Then, the enterprise how to maintain the competitive advantage in the market that changes unceasingly by brand mold and brand image building has already became the key point which the modern business executives care now.Based on the theories of brand image and its survey model, combined with the analysis to the brand pork’s particular characteristics, this study advances pork brand image integrant parts based on the Biel model, and build a conceptual model of Influence mechanism of the pork brand image to the consumer purchase wish and behavior. According to that, this study designs questionnaire and carries on the investigation, then gains questionnaire survey data. After gaining the surveying datum, get the component of enterprise image, franchise store image, product image, service image and professional skill image through the factor analysis, the reliability and validity analysis and make the descriptive statistical analysis to consumer’s perception and evaluation; Finally get empirical analysis on influence mechanism of each dimension of brand image to consumer behavior through structural equation model.The research shows that brand image is composed of five dimensions:enterprise image, franchise store image, product image, service image and professional skill image, they all have a positive impact on purchase wish and behavior. And the product image, the service image and the professional skill image’s influence is big, the enterprise image and franchise store image’s influence is relatively small; There is related covariant relations between each dimension of brand image, the covariant relation between the service image and the product image is the biggest, and there is also big covariant relations between franchise store image and product image as well as between franchised store image and service image, and covariant relations coefficient are also high between the skill image and the product image as well as between the skill image and the service image.