The Investigation of the relationship among perceived quality, perceived price, and perceived value toward purchase intention A case study of wooden kitchen furniture

Abstract

This thesis aims to study the relationship among perceived quality, perceived price, and perceived value and their effect toward purchase intention of wooden kitchen furniture of Siam Global Customers. The researcher has collected information from 385 customers of Siam Global House from 55 stores all over Thailand. Furthermore, descriptive statistic, Pearson correlation, and multiple regression analysis have been applied for data analysis process. The findings of this study revealed that the respondents who visit Siam Global House have high perceived quality in case of appearance, technical quality, and product attribute. In addition, the respondents are likely to have positive perceived price. Also, they tend to have high perceived value in functional value, and price value. Moreover the findings indicate that perceived quality and perceived price have positive effect on perceived value. Furthermore, both perceived quality and perceived value has a positive effect on purchase intention. According to the finding of this study, the purchase intention of wooden kitchen furniture of respondents is high when perceived quality and perceived value is high. Perceived quality is one of the main variables which have a positive effect on customer purchase intention. Also perceived value is an essential factor to indicate the level of customer purchase intention. However, the result shows that perceived price tends to have insignificant influence on purchase intention.