IMPACT OF BRAND EQUITY ON CONSUMERS' PURCHASE OF UNIQLO BRAND PRODUCTS IN YUBEI DISTRICT, CHONGQING, CHINA

Abstract

The objectives of this study were 1) to study demographic factors influencing customers' intention to buy items from Uniqlo brand, and 2) to study impact of brand value on customers' purchase intentions for Uniqlo items in Yubei District, Chongqing, China. This study was quantitative research. The population of this study were 491,000 people living in Yubei District, Chongqing, China. The sample size of 400 customers' purchasing for Uniqlo items in Yubei District, Chongqing was determined by Taro Yamane formula. The research instrument was a 5 rating scale questionnaire. Statistics used for data analysis were percentage, frequency, mean, standard deviation and multiple regression. The results of the study revealed that 1) consumers with different demographic characteristics as classified by gender, educational level, occupation, and average monthly income influenced purchase intentions of Uniqlo brand products in Yubei District, Chongqing, China at 84.55% with a statistically significant level of .05. 2) The opinions on brand value on customers' purchase intentions were at a high level and brand value also influenced brand loyalty of all items at a high level, including a discount coupon, promotions, new releases, and impression of Uniqlo brand products.