A Case Study on the Brand Awareness of Urban-Chain Drugstore in Middle Taiwan

• Main Authors: Wei-Fang,Liu, 劉瑋芳
• Other Authors: Wan-Tran,Huang
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/81679125559246848367

碩士 === 亞洲大學 === 經營管理研究所 === 94 === According to the statistics, there are nearly 56,824 drugstores in Taiwan at present. Drugstores were across the line of simply sale medicine into compound products and convenient management, which are displace the traditional pharmacies little by little. This paper divided drugstores in Taiwan into chain-drugstore, urban chain-drugstore, and individual drugstore by management patterns. Most of drugstores use promotion strategy to improve the achievement and awareness, but promotion is short-term strategy and not the entire promotion strategy can achieved the goal all the time. Thus, the brand is the way to success to drugstores. Consumers were only mentioned about medicine brands that use it to depend the quality of the medicine. However, the new type of drugstore utilized the brand image of professional into the market and success set up the brand awareness. In addition, many studies about drugstores in Taiwan are focused on the fields in management strategies, competitive superiorities, consumers’ perceptions, consumers’ purchase decisions, and consumer behaviors. So far, there are few studies choosing urban chain-drugstore to investigate its brand awareness. Thus, this paper chose an urban chain-drugstore as case study. The purposes of this paper are to identify, via using the methods of the Logistic Regression, to know the consumers’ attention of brand awareness, and the factors that affect their attention. The data survey based on the consumers viewed from the point of attention of brand awareness, offered by the consumers who were going to the 5-direct-managed stores of the case company in Tai-Chung city. The 400 samples were sampled by randomly without adjustment only 121 samples. From the results, the consumers’ brand awareness attention is affects by attitude, subject norm concerning the behavior and perceived behavioral control. Suggest case company can adopts co-brand strategy via well-known medical-cosmetics firm bran and establish the public praise by doctors and consumers friends.