| Summary: | 碩士 === 高苑科技大學 === 經營管理研究所 === 100 === The price of goods has risen due to the fluctuation in the cost of raw materials, so it makes many people counteract the rising price. In recent years, many supercenters have introduced its own brand products. For example, toilet paper, wet towel,,,,,,, and so on. They reduce the marketing cost of manufacturers, so these own brand products are into the competitive market with low-cost strategy. Consumers can get the same requirement with lower prices in daily necessities, so business opportunities generated by the own-brand products gradually expanded.
Consumers demand that the product’s style has more and more diversified, 7-11 face this pressure, so they need to find their competitive advantage. The company’s environment, status, characteristic of product, technical capabilities, the size of the company that are planning a marketing strategy uses in market.
This study focused on the 7-11’s own brand marketing strategies affects consumer’s desire to buy and the important factor of loyalty. Therefore, this research using Internet questionnaire survey statistical analysis for consumption of consumers in the 7-11, and then use the content analysis method and analysis to do the summary. The results of this study pointed out that the "image" and "packaging" and "marketing" three factors that could affect consumer’s spending desire and willingness to buy again. This study inference the 7-11 sells the 7-SELECT own brand is accepted by consumers. Packaging, quality and price are the consumers can be recognized, because of low price and high quality service let customer has desire to but and brand loyalty.
|
|---|
