The Research on The Effects of Kinmen Sorghum Liquor's Brand Image on Customer Satisfaction and Brand Loyalty

• Main Authors: Shan-Jung Lee, 李姍容
• Other Authors: none
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/21949034570216810601

碩士 === 世新大學 === 公共關係暨廣告學研究所(含碩專班) === 98 === Being the market lader of Taqiwan’s liquor in 2008, KKL(Kinmen Kaoliang Liquar) with eight different type of sprghum liquor to dominate nearly 80% of markershare. Kinmen sprghum liquor have 58 degrees, 38 degrees premium kaoliang are the most common, TTL(Taiwan Tabacco & Liquor Corporation ) Corporation of the Jade Mountain followed by KKL’s sorghum. Due to it’s relative advantages, KKL was played an important role in Taiwan liquor market. However, it faces the challenge in the free import of foreign liquor in the resource-rich conditions, and the TTL Company’s product of Yushan sorghum liquor, that they selling. Both of them will be strength of the competitors in the future. In order to understand consumers of Kinmen kaoliang liquor’s brand loyalty and customer satisfaction two focus group discussion toward different age groups has been conducted , to fill up a quantitative questionnaire which can be lead to learn such facts as: the related of brand image with population variables and the usage. as well as to find the relation of product knowledge among the Kinmen kaoliang liquor’s brand image and consumer brand loyalty . Third, in order to fine the connected of the product knowledge between Kinmen kaoliang brand image and consumer satisfaction In this study, it used two kinds of methodologies; focus group discussion and questionnaire survey .The questionnaire designed of demographic variables, consumer behavior, brand image, customer satisfaction and brand loyalty variables, The use of reliability analysis, descriptive analysis, factor analysis, one-way ANOVA , Pearson correlation to analysis the data. Study found that demographic variables of educational level, the average monthly income are significant difference with the brand image; brand image in the symbolic, promotional are significant differences in customer satisfaction; brand image and brand loyalty of the three factors that are significantly differences; consumer demographic variables in the average monthly income, educational level, place of residence there were significant differences on customer loyalty; marriage, age, area of residence there were significant differences on brand loyalty; the way consumers to drink of drinking frequency on brand loyalty degree were significantly different. Analysis before it is presented in sequence on the industry's marketing strategy, reference, and finally a follow-up of the academic research proposal.