Research On the Effect of Perceived Value on Purchase Intention of Branded Agricultural Products: The Case Study of Vietnamese Fruit

Abstract

Enhancing perceived brand value for agricultural products in general and for Vietnamese branded fruit in particular, is an important and urgent activity in the current period, especially for countries whose main export products are agricultural products like Vietnam. According to David Aaker's theory of brand value and the issue of enhancing perceived brand value and brand agricultural characteristics, the research has shown the contents that need to be implemented to create and enhance the perceived brand value of Vietnamese fruit products. This paper was conducted to study the influence of perceived value on the intention to purchase branded agricultural products (the case study of Vietnamese fruit brands). Through the research, it has been shown that five factors of the perceived value of branded agricultural products have: functional value, emotional value, economic value, image value, and social value, which affect the intention to buy branded agricultural products of Vietnamese consumers. Which, social value has the largest impact and economic value has the weakest impact on the purchase intention of customers.