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Presented by I-Ting Hung YE3B 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 YE3B 1101100076 Instructed by Dr. Aiden Yeh. May, 28, 2014. Outline.

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Presented by I-Ting Hung YE3B 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-TingHung YE3B 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 FamilyMart collection’s quality for customers Lin (2012) brand image, brand loyalty & perceived fit Lin, Chen, & Jeang(2013) Variables: family background

  5. Theoretical framework

  6. Methodology Research Questions 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. Hypothesises

  7. Results

  8. Results

  9. Table 8: Relation between Part I:Q4 and Part II:Q3

  10. Discussion New but recognizable Cronbach: brand image, brand loyalty < brand extension Occupation v.s. Money spend

  11. Conclusion Neutral Result on brand image & brand loyalty: More effort on marketing strategy Brand extension: Blue ocean products for FamilyMart collection More variables/factors Follow-up investigation

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