Investigating the effect of perceived taste, perceived quality and brand trust on the desire to buy with the role of flavor award converter  (Case study: Good Father restaurants in North Tehran)

Malekzadeh, Somayeh

Investigating the effect of perceived taste, perceived quality and brand trust on the desire to buy with the role of flavor award converter (Case study: Good Father restaurants in North Tehran)

Document Type : Excerpt from master's thesis

Author

somayeh malekzadeh

Master of Payame Noor University, Tehran Branch, Iran

Abstract

The main motivation of this study is to investigate the effect of perceived taste, perceived quality and brand trust on the desire to buy with the role of flavor award transformer in Good Father restaurants in the north of Tehran. The purpose of this study is to expand our understanding of the social factors affecting brand priority. This research is applied in terms of purpose and descriptive-survey in terms of nature. The research data was collected through the five Likert questions in the research questionnaire. In the present study, in order to analyze the data obtained from the questionnaire, SPSS.V24 statistical software and structural equation software pls.V3 in the form of two parts of descriptive and inferential statistics in the form of linear and multiple regression have been used. The statistical population of this research is all the customers of Digi Kala online store who live in Tehran and their number is unlimited. The sampling method used in this study is random. Based on Cochran's formula, 384 people have been selected as a statistical sample..

Keywords

Trust the brand

the desire to buy

Subjects