A Study of the Relationship between the Brand Image and Consumer Demand: The Market of Tea Drink in Taiwan as

• Main Authors: Hsin-Yu Wu, 吳昕育
• Other Authors: Chin-Ho Lin
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/00730795714414179471

碩士 === 國立成功大學 === 工業與資訊管理學系專班 === 94 === Previous examples and marketing researches show that a brand image provides the consumers a better understanding of quality and specialty of the company. The brand image reduces the cost because consumers are able to predict the information regarding this product. The objective of the study is to analyze the relationship between the brand image and consumer demand of the soft drink tea. We use the factor analysis, reliability analysis, chi-square of fit test and correlation coefficient to analyze the market position of competitor and discover market opportunity. The results show that the functional brand image adapts to the physical needs, safety needs, esteem needs, self-actualization needs, knowledge and understanding needs from the customers. The experiential brand image adapts to the safety needs, belongingness and love needs, self-actualization needs and aesthetic needs of the customer. The symbolic brand image is especially adapted to esteem needs, self-actualization needs and aesthetic needs of the consumer.