The impact of consumer lifestyles and promotional activities on brand loyalty- using printers consumers in Taiwan as an example

• Main Authors: Huang Wen Tsun, 黃文村
• Other Authors: 林孟彥
• Format: Others
• Language: zh-TW
• Published: 2002
• Online Access: http://ndltd.ncl.edu.tw/handle/16453830233945116206

碩士 === 國立臺灣科技大學 === 管理研究所 === 90 === Building consumer loyalty is a vital subject in marketing concept. Consumer loyalty is an important asset of firms. Firms not only can build up high degree of brand loyalty through marketing strategies but also can strengthen their competitive advantages in the industry. Due to the benefits brought by brand loyalty, firms put huge invest to maintain the quality of brand loyalty. Thus, the dissertation aims to find out how to achieve the most effectiveness while investing great costs. The core concept of the dissertation is the factors of the formation of consumers’ brand loyalty. This is illustrated by using consumers’ lifestyle and firms’ promotional activities as independent variables; and consumers’ brand loyalty as dependent variable. Many variables are concerned while studying consumers’ lifestyle. Among these variables, the AIO variable is the most common one. This research uses the AIO variable to analyse the brand loyalty to ensure validity of the research. It is found, from the samples, that the most core determinant of consumers’ repurchase behaviour is the price of the products. Secondly, it is consumers’ impression on the brand. It implies that firms need to take these two determinants into account while encouraging customers to repurchase their products rather than wasting marketing tools on promotional activities. This is the case when the profit of printer industry decreases annually. Thus, there is a need for firms to distribute their marketing resource effectively. To sum up, building brand loyalty in such competitive industry is vital. Brand loyalty brings competitive advantages, industrial profits for firms. Furthermore, brand loyalty also save costs for firms. Thus, the establishment and the maintenance of the brand loyalty cannot be ignored.