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 MeanPart 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!