Based On Customer Perceived Value:an Empirical Study Of College Student Catering Brand Preference And Re-Purchase Intention

In nearly a decade, with the rapid development of our country’s economy and significant increasing of national income, dining out gradually become the people’s indispensable activities, more and more people begin to enjoy the food consumption brought their material and spiritual enjoyment, which directly drive the rapid development of the catering industry. At the same time, with its economic development, the expansion of domestic demand and labor market has a positive leading role, accelerate the economic structural adjustment, building a harmonious society. Therefore, the development and change of the catering industry is a subject which is worth our serious studying. With the expansion of the scope of catering enterprises Consumers can choose, the market competition is increasingly aggravated, lead to rising of the catering enterprises competing cost. In the real environment, the key of the survival and development is to improve the core competitiveness of enterprise, in order to attract more consumers.More than a decade, college students get an unprecedented expansion in China, become the main force of the domestic consumer market. The current consuming and future consuming potential is very large, and their scale is expanding constantly, has become the domestic market, even the global market. College students are one of the most important consumer groups. Because most of this generation of college students are only children, grew up at home long dote on, its economy is relatively abundant, and out of the parental controls, formed a stronger and more independent consuming ability. Their mind is open and accepting ability is strong. They not only can drive their peers around the consumer, but also can affect the whole tendency of consumption activities and social groups. Most college students have a good education background, knowledge of product and brand, compared to other social consumer groups, college they care more about the brand which can bring the spirit of value.However, catering industry products and services are more and more tend to be homogeneity. To improve brand value, the different development of unique brand competitiveness, can create value for customers. All enterprises and companies out of the ordinary, the basic way to build a unique brand image, and the reasonable use of marketing strategy is an effective shortcut to achieve this goal. In order to better grasp the propensity to consumption and consuming ability of college students, to developing targeted marketing strategy, gaining industry market share, we must understand the characteristics of the mind and behavior. Many catering enterprises have recognized this, and begin to investigate publicity activities of college students groups. Many enterprises have carried out a variety of marketing practice, and most of which also obtained the ideal effect, but the academic study in this field are lack of theoretical research which can’t guide the concrete practice.This paper is consulting a large number of related literature at home and abroad, through the study of the actual survey of food industry, with perceived value as the breakthrough point, customer perceived value and brand preference. The relationship between repurchase intention has carried on the empirical research. Factor analysis is based on the related literature and established the five dimensions of customer perceived value, namely the quality value, economic value, service value, spiritual value and the value of experience, and explores the perceived value of the five dimensions with college students catering brand preference and repurchase intention. The influence of the relationship between the correlation analysis and structural equation analysis was carried out, and combining the analysis conclusion, provide catering enterprises with marketing enlightenment.