Why do customers love MUJI?

1. Why do customers love MUJI? Applying experiential marketing to brand loyalty 9631507 陳思瑜 9631509 林郁芬 9631516 江奕萱 9631524 朱良敏 9631534 吳宜珊

2. Research motivation and purpose Introduction of MUJI Literature review Methodology Analysis and conclusion 1 2 3 4 5 Content

3. Research motivation

4. Research purpose

5. MUJI represent of the meanings is “good things without brand”. Introduction of MUJI MUJI’s concept is “not waste and simple”. • Consumers feel not only “Thisis very good”, but also “This is what I want!”. • Consumers can publish their own design creativity through the website. • Life style store: • The merchandise choice of MUJI take "provide a daily life usage”. • MUJI’s life advocacy is simple, nature and quality.

6. Good intention of life

7. MUJI COFFEE

8. MUJI’s Ad (1/2)

9. MUJI’s Ad (2/2)

10. Why do customers love MUJI? • Intermediate level customer. • MUJI can provide reasonable price in the right time, and let the customer enjoy the daily necessities of quality and taste. Customer positive

11. Find your MUJI Bean bag sofa

12. Find your MUJI CD player hanged on wall

13. Find your MUJI Handlamp

14. Literature review • Experiential Marketing Schmitt (1999) describes the experiential marketing process as: “sense, feel, think, act, and relate”. • Brand Loyalty

15. Experiential marketing

16. Feel experience(X2) Think experience(X3) Act experience(X4) Relate experience(X5) Sense experience( X1) Methodology • We have five independent variables: • “SENSE”, “FEEL”, “THINK”, “ACT”, “RELATE” • We have one dependent variables: • brand loyalty. Brand loyalty (Y)

17. Hypothesis • SEMs has significant positive effect to brand loyalty • H1: Sense has significant positive effect to brand loyalty • H2: Feel has significant positive effect to brand loyalty • H3: Think has significant positive effect to brand loyalty • H4: Act has significant positive effect to brand loyalty • H5: Relate has significant positive effect to brand loyalty

18. Descriptive Statistics • Number of valid samples : 63 • Sampling place : Hsinchu FE21 • Sampling method : convenience sampling and recycles on the scene.

19. Descriptive Statistics

20. Descriptive Statistics • consumer behavior variables

21. Descriptive Statistics • consumer behavior variables

22. Pearson Correlation Coefficient All of the 5 factors are positive to brand loyalty. *P < 0.05, **P < 0.01

23. Regression Analysis R-square is 0.567 *P < 0.10, **P < 0.05

24. Reasons customers love about MUJI In act factor we find customers will take action about thinking of their way of living.

25. Reasons customers love about MUJI They are willing to recommend MUJI’s products and services to others and make the repeat purchasing.

26. Conclusion • In our study, the relationship between action of SEMs and brand loyalty is the most significant. • The action experiences are as follows: • Customers can use the branded credit card, to get discount when buying MUJI product. • New activity “SO, I SEE!” (原來如此), as MUJI from the daily life of small found to develop products, and MUJI also hope customers to vote and share the endorsement of MUJI delicate design.

27. Conclusion The acrylic pitcher is the NO.1 of the “SO, I SEE!” election activity. basket straight-grip Through this activity people vote the product that they like most and leave the comment. MUJI will select 20 people to give them gift that MUJI Japan limited.

28. Conclusion • In the business, the life style became the tool that can increase sales to the target customers, and they could diligently let products to fit consumer's anticipation. • MUJI diligently pondered how to balance the subject between new products’ development and save earth from destroy, since it has been established. • MUJI uses organic cotton which comes from Turkey, and the cotton all grows above three years has not employed the agricultural chemicals or the chemical fertilizer paddies. This action reveals MUJI brand spirit fully—be kind to earth.

29. THANK YOU!!