Post on 24-Dec-2015
A Study on Consumers’ Purchasing Behavior, Brand Loyalty and Brand Image for FamilyMart Collection
Presented by I-Ting Hung YE4B 1101100076
Instructed by Dr. Aiden Yeh
The 11th Graduating Students’ Research Paper Contest
May, 28, 2014
Introduction Literature Review Theoretical Framework Methodology Results Discussion Conclusion
Outline
“Own-brand” is enjoying a surge in popularity around the globe.
Family Mart: 2rd largest CVS FamilyMart collection: introduced in 2012
How private brand influences consumers?
Introduction
Lin (2012) Factors: brand image, brand loyalty & perceived fit
Lin, Chen, & Jeang (2013) Variables: Demographic(family background)
Literature Review
Theoretical framework
Part 1:GenderAgeEducationOccupation
Purchasing behavior
Part 2:General Questions for FM
Part 3: Brand ImagePart 4: Brand loyaltyPart 5: Brand extension
Participants: 42 participants Procedure: Google.doc online questionnaire The questionnaire was adapted from Lin’s (2012)
paper: A Study on the Influential Factors of Brand Extension Evaluation for Consumers in Kaohsiung Area: A Case Study of 7-ELEVEn's 7-SELECT.
Hypotheses
Methodology
Cronbach’s α TotalPart 3 (about brand image of FM) .877 .923Part 4 (about brand loyalty of FM) .885Part 4 (about brand loyalty of FM) .885 .944Part 5 (about brand extension of FM) .940Part 3 (about brand image of FM) .877 .951Part 5 (about brand extension of FM) .940
Results
T test Mean
Part 3 (about brand image of FM) 2.64~3.93
Part 4 (about brand loyalty of FM) 2.55~3.95
Part 5 (about brand extension of FM) 3.26~3.76
Results
Occupation
student Businesspeople
White-collar worker
House wife/husband
Other: serving
businessTotal
How much
do you usually spend when
visiting FM?
under NT$50 11 0 1 0 0 12
NT$51 to 100 19 1 2 0 1 23NT$101 to
150 3 1 0 0 0 4NT$151 to
200 1 0 0 0 0 1NT$201 to
300 0 0 0 1 0 1NT$301 to
400 1 0 0 0 0 1
Total 35 2 3 1 1 42
Table 8: Relation between “occupation” and “spending in each visit”
X2 df Sig.
Pearson Chi-square 49.625*** 20 .000
New but recognizable.
T test: brand extension > brand image, brand loyalty
Discussion
Neutral Result on brand image & brand loyalty: make more effort on marketing strategy
Brand extension: make FamilyMart collection more noticeable
Conclusion
Thank you for your listening!