The Influence Research Of Chinese Fastfood Brand Image On Customer Decision-making

Brand competition hasbecome the core competitiveness of whole business industry, andimproving brand competitiveness has become the key point of Chinese fast food triumph. Forproviding brand image decision basis to Chinese fast food enterprises and providing brandimage improving measures to A’xiang Noodle Company, from the point that effectcustomers’decisionby Chinese fast food brand image awareness, the dissertation dig deep onthe brand image research, and propose the model that Chinese fast food brand imageawareness effect customers’decision.Based on previous research result, and analysis from questionnaire and statistics，thedissertation make out the conclusion: Firstly, according to analyze brand image constitutemodel by previous researchers, the research of Chinese fast food enterprises more likely fitfor the brand image comprehensive test model which is formed by four dimensions (symbol,product, organization and humanity design). Then,15specific points with research hypothesisand relation model for customers’ decision which are fit for Chinese fast food enterprises havebeen figured out in the dissertation. Secondly, making A’xiang Noodle as case study, usingquestionnaire method to research target customer group, the dissertation preliminarily showsthe data result which brand image recognition impact customers’ decision in differentconstitute elements and dimensions with statistic method. Then, the relation between brandimage recognition and customers’ decision has been figured out with using cross-over analysismethod.At last, based on statistic analysis and conclusion research, two key trends of thebrand image development of Chinese fast food enterprises have been pointed out in thedissertation. At the same time, the recommendation shows improving measures to the fourdimensions of A’xiang Noodle brand image. And this recommendation has provided decisiongist to A’xiang Noodle Company.