The objective of this field study was to examine the effect of brand
name dimensions, namely; brand perceived price, brand perceived
quality on purchase decision. The field research was carried out
on university youth in Syria. Aimed the research
was to
understand the most influential brand name dimensions on
purchase decision. Based on brand name literature, previous
empirical and conceptual studies, a self-administered
questionnaire was developed as a primary data collection method.
The questionnaire instrument was distributed and delivered to a
convenience sample (800 students) of Al-Furat university.
Descriptive statistics, simple and multiple regression analysis
techniques were employed to test the research model and
hypotheses. Empirical findings revealed a positive and significant
impact of brand name dimensions (brand perceived price, brand
perceived quality) on purchase decision of youth university.
The research aims to study the determinants of purchase to the consumers of chicken
meat in the province of Latakia, and see how it affected the consumer when making a
purchase decision, respondents were surveyed (500) the consumer, was the distrib
ution of
a questionnaire allocated for this purpose.
Use the statistical and analytical method for the study and analysis of the data, which
used randomized complete block design, and testing of F in accordance with the SPSS
statistical program, the research found a range of results, including:
• purchasing decision influenced by a variety of factors: the level of consumer
income - Product Specifications - the price of chicken meat - other meat prices - the views
of friends.
• Low impact of consumer life and the views of the seller and the Declaration on the
purchase decision process.
