A Study on the Influence of Brand Value of Chain Catering Enterprises on Consumers' Purchase Intention -- A Case Study of College Students in Guiyang City

Abstract

As the most typical industry in the tertiary industry and the service industry, the catering industry is an important branch of China's domestic consumer market. Its primary role is reflected in stimulating domestic demand and promoting employment. China's catering industry has experienced the rapid development after the reform and opening up, and has gradually evolved from the strategic thought of small profits and quick turnover to a higher strategic level of emphasizing brand competitiveness, service quality and large-scale operation. Due to the different growth environment and educational background of college students, their recognition of the brand value will affect their purchase intention. Based on this reason, this paper takes college students in Guiyang as the investigation object. On the basis of continuously exploring the influence relationship between customers 'perceived value and college students' catering brand preference and purchase intention, this study puts forward meaningful marketing suggestions and brand building strategies for the catering industry.