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Presented by I-Ting Hung YE4B 1101100076

The 11th Graduating Students’ Research Paper Contest. 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. May, 28, 2014. Outline.

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Presented by I-Ting Hung YE4B 1101100076

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  1. The 11th Graduating Students’ Research Paper Contest 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 May, 28, 2014

  2. Outline Introduction Literature Review Theoretical Framework Methodology Results Discussion Conclusion

  3. Introduction “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?

  4. Literature Review Lin (2012) Factors: brand image, brand loyalty & perceived fit Lin, Chen, & Jeang(2013) Variables: Demographic(family background)

  5. Theoretical framework • Purchasing behavior • Part 2:General Questions for FM • Part 1:GenderAgeEducationOccupation • Part 3: Brand Image • Part 4: Brand loyalty • Part 5: Brand extension

  6. Methodology 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

  7. Results

  8. Results

  9. Table 8: Relation between “occupation” and “spending in each visit”

  10. Discussion New but recognizable. T test: brand extension > brand image, brand loyalty

  11. Conclusion Neutral Result on brand image & brand loyalty: make more effort on marketing strategy Brand extension: make FamilyMart collection more noticeable

  12. Thank you for your listening!

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