Influence of Consumer Economic Behavior and Brand Perception on Purchasing Decisions in the Honey Industry: Basis for Brand Positioning Framework

摘要

The expanding honey market requires producers to differentiate their brands while responding to consumers' economic considerations, quality expectations, and concerns regarding product credibility. This study examined the relationships of consumer economic behavior and brand perception with purchasing decisions in the honey industry and used the findings as the basis for developing a brand positioning framework. A descriptive quantitative-correlational design was employed among 400 honey consumers in Qingdao, Shandong Province, China. Data were gathered through a researcher-developed four-point questionnaire measuring price sensitivity, spending habits, perceived value, brand image, product quality, brand trust, brand selection, purchase experience, and repeat-purchase behavior. Weighted means and rankings were used for descriptive analysis, while Spearman's rank-order correlation and regression analysis were applied for inferential analysis. Respondents generally reported favorable consumer economic behavior, brand perception, and purchasing decisions. All tested relationships among the study variables were positive and statistically significant. In the reported regression model, product quality, brand trust, brand selection, and repeat-purchase behavior significantly predicted the purchasing-decision outcome, whereas brand image and purchase experience did not demonstrate significant independent contributions. The resulting framework emphasizes quality assurance, credible brand practices, deliberate brand selection, value communication, and customer-retention mechanisms as central elements of strategic positioning. The findings provide managerial guidance for honey enterprises seeking to strengthen competitiveness, consumer trust, and repeat purchasing.