Thesis title
Consumers own the brand image, promotions and customer loyalty study-a case of President chain 7-SELECT
Summary
Gradually enhanced and people's living standards and consumption patterns change, consumers are getting attention from product prices to turn its attention to the store can offer better quality and service. Therefore, development of own brands in the retail industry are increasingly common, and retail sales of private label products has become a trend.
In 2007 President chain launched its own brand 7-SELECT, product range diversified across commodities, food, drink, clothing, beauty care products, President chain 2010 operating table, beverage 36.23%, food service cent cent, publication 10.11%, general food, non-food 22.21%, other eight. In the above data, food accounts for President chain 62.76% of all projects. And importance of the food market.
This study mainly examines consumer attitudes towards private label, in particular, branding, promotions for impact on customer loyalty.
This research to consumer President chain from brand-consumers: a study of 7-SELECT food, mining questionnaire method, in Taiwan to survey Northern, Central and southern regions, the questionnaire issued 850, 840-recovery, practical and effective questionnaire, 807.
This research results found: different age consumers in brand image of using experience Shang has significantly differences; different education degree consumers in brand image of brand preferences Shang has significantly differences; different education degree consumers in brand image of brand impression Shang has significantly differences; different education degree consumers in looked loyalty degrees of purchase wishes Shang has significantly differences; different education degree consumers in looked loyalty degrees of self cognitive loyalty Shang has significantly differences ; ........
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