A Study of Implementation of Integrated Marketing Communication-In the case of Yogurt Drink

• Main Authors: Chun-Hao,Chang, 張峻豪
• Other Authors: Jing-Jung,Chen
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/75256658742696206480

碩士 === 東海大學 === 食品科學系 === 94 === This study uses a quantitative approach to investigate the effect of integrated marketing communication on how customers think about yogurt drink. We used structured and closed questionnaires to collect data from 369 people. This survey uses SPSS12.0 and AMOS5.0 statistical analysis software to assay descriptive statistic, reliability analysis, factor analysis and path analysis. As the results indicate, in the lifestyle dimension, after using factor analysis, we find out the peoples’ lifestyle can be divided into four factors: social activity, quality respect, home profession and health innovation. Factors of social activity and factor of quality respect show significant differences in categories of sex, age, education, occupation and product brand. Communication tools’ factor analysis can be divided into advertising, selling place, and promotion selling. Advertising has the best effect, then selling place and promotion selling. Process control performance showed the best effect is consistency, then mission and interactivity. Output control performance showed the best effect is brand purchase intention, then brand attitude and brand awareness. Brand value showed the best effect is symbolic image, then functional image and experimental image. The path analysis showed that the higher the communication tools, the better the brand value. Thus, enterprises should integrate all communication tools to achieve consistency effect when using the integrated marketing communication. At the same time, enterprises should put an emphasis on the inner desire of the customer and build relationships with customers, and thus let customers have more purchase intention. This is how brand value can produce the best effect.