The Impact of Customer Characteristics, Product Characteristics and Channel Patterns on Brand Loyalty–The Case of Women’s Underwear

• Main Authors: Ju-Hui Chuang, 莊如慧
• Other Authors: Yao-Huang Tseng
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/35373636483451257791

碩士 === 大葉大學 === 管理學院碩士在職專班 === 99 === Women’s underwear retailing industry in Taiwan is estimated to have values of about 25 billion Taiwanese Dollars Market per year. For this reason, undergarment companies join this marketplace in droves and attemp to secure a nice market. Never-theless, the brand loyalty plays an important role while these underwear suppliers en-deavor to make their products stand out from a multitude of underwears with similar features. This study aims to investigate the relationship between customer characteristics, product characteristics and channel patterns and brand loyalty. The subjects of this research are lingerie consumers in Taichung City, and the 437 valid questionnaire are analyzed by Factor Anaysis, T-test, One- way ANOVA and Re-gression Analysis. The results of this research reveal that: 1. In the aspect of customer characteristics, no correlation is discovered between the brand loyalty and the variable demographics; the pursuit of fashionable lifestyle do influence the brand loyalty apparently and positively. 2. In the aspect of product characteristics, the brand awareness, exceptional function and the fondness of personal taste influence the brand loyalty apprently and positively; the physical and social perceived risks have significnt and positive effect on the the brand loyalty. 3. In the aspect of channel patterns, physical channels and the virtual channels have no significnt effect on the brand loyalty.