Culinary science and hospitality research (한국조리학회지)

Culinary Society of Korean Academy (한국조리학회)
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Evaluating the Effects of Product Quality and Branding on Perceived Price and Purchase Intention in International Cafés, Selangor, Malaysia

  • Lee, Sang-Hyeop (Centre for Tourism, Hospitality, and Culinary Management, Sunway University) ;
  • Weng, Pong Chee (Centre for Tourism, Hospitality, and Culinary Management, Sunway University) ;
  • Lee, Jong-Ho (Department of Foodservice Management, Kyungsung University)
  • Received : 2015.09.17
  • Accepted : 2016.01.13
  • Published : 2016.01.31
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Abstract

Little is known regarding the impacts of product quality and branding on perceived price and purchase intention in international cafes, Selangor, Malaysia. This study tested the relationships among product quality, branding, perceived price, and purchase intention within the context of international cafes. A total of 301 customers at 6 international cafes in Selangor state in Malaysia completed questionnaires. It was found that product quality and branding positively influence perceived price. In addition, perceived price has a significant impact on purchase intention.

Keywords

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