A Study of the Customer’s Behavior Model on Wuan Chuang Soy Sauce

[[abstract]]It is said that hunger breeds discontent. Diets have been paid attention in our country. With the changing of the times and economic structure of life, people nowadays focus on the quality of eating and the health ingredients in food. Soy sauce plays a vital role in food because it can add the finishing touch in food, such as colors, smell, and taste. Therefore, soy sauce has been beloved in our country and can’t be replaced by anything. This study explores the impact of product quality, product brand, product price on the perceived value; furthermore, discusses the purchasing intention by comparing the data of perceived value. The participants of the present study are the consumers who buy the Wuan Chuang soy sauce. The researcher utilized the SPSS12.0 to conduct the 199 questionnaires and to do multivariate analysis on the data. The results of this study show that if an industry would like to motivate the consumers to purchase the products by raising the perceived value of the goods. And the best way to raise the perceived value is to promote the product brand. Moreover, if an industry can improve his product quality to appeal to the consumers, it can help to promote the industry’s competitiveness. An industry that not only establishes the good product brand and takes care of product quality, but also makes the products worth buying, can stand out in their business field. Therefore, the reasonable price of the product would motivate the consumers’ desire to purchase