THE INFLUENCE OF BRAND IMAGE, PERCEIVED PRICE, PERCEIVED QUALITY, AND PERCEIVED VALUE ON THE PURCHASE INTENTION IN THE FAST-FASHION INDUSTRY (A Case Study of ZARA Fashion Product in Vietnam)

Abstract

The purpose of this research is to determine the influence of Brand Image, Perceived Price, Perceived Quality and Perceived Value on consumer Purchase Intention of Zara in Viet Nam. The research was conducted to identify whether all variables being covered will have the influence on consumer purchase intention. Therefore, this research aims to find out whether the following variables like Brand Image, Perceived Price, Perceived Quality and Perceived Value could be the determinants of the Customer Purchase Intention. This research focuses on Ho Chi Minh area considering Zara mainly operates in, and also this city is the biggest city and has the most potential customers. The researcher distributed questionnaires using the quantitative method and spread it to 150 respondents who know Zara and have previous experience of Zara's products. The researcher only focuses on teenage and young adult which is widely recognized as the next consumer powerhouse. With data processing using SPSS 23.0, the results revealed that the specific Brand Image, Perceived Price and Perceived Product have a significant influence towards consumer purchase intention to buy Zara products. Meanwhile, Perceived Value has no significant influence towards consumer purchase intention to buy Zara products. Predictive ability of four variables on consumer Purchase Intention towards Zara in Vietnam in this study was 70.1% while the remaining 29.9% were affected by other factors not included in the research model being studied. Overall, the research had achieved the objectives of the research as well as brings recommendations to the managers of Zara Vietnam.