A study of influence of desire of purchasing and consumer loyalty by self-brand marketing model in 7-11
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 o...
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ndltd-TW-100KYIT04570192015-10-13T21:06:53Z http://ndltd.ncl.edu.tw/handle/58101593824225560538 A study of influence of desire of purchasing and consumer loyalty by self-brand marketing model in 7-11 7-ELEVEN自有品牌行銷模式對消費者的購買慾望與忠誠度之影響 Ji Bo-Ren 紀博仁 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. Chen Hong-Jhih 陳宏志 2012 學位論文 ; thesis 55 zh-TW |
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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.
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author2 |
Chen Hong-Jhih |
author_facet |
Chen Hong-Jhih Ji Bo-Ren 紀博仁 |
author |
Ji Bo-Ren 紀博仁 |
spellingShingle |
Ji Bo-Ren 紀博仁 A study of influence of desire of purchasing and consumer loyalty by self-brand marketing model in 7-11 |
author_sort |
Ji Bo-Ren |
title |
A study of influence of desire of purchasing and consumer loyalty by self-brand marketing model in 7-11 |
title_short |
A study of influence of desire of purchasing and consumer loyalty by self-brand marketing model in 7-11 |
title_full |
A study of influence of desire of purchasing and consumer loyalty by self-brand marketing model in 7-11 |
title_fullStr |
A study of influence of desire of purchasing and consumer loyalty by self-brand marketing model in 7-11 |
title_full_unstemmed |
A study of influence of desire of purchasing and consumer loyalty by self-brand marketing model in 7-11 |
title_sort |
study of influence of desire of purchasing and consumer loyalty by self-brand marketing model in 7-11 |
publishDate |
2012 |
url |
http://ndltd.ncl.edu.tw/handle/58101593824225560538 |
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