The Impact of Sticker Collection Campaign on Consumer Behavior—A Case Study on 7-ELEVEN

• Main Authors: Juo-yin Huang, 黃若穎
• Other Authors: Tzu-fu Wang
• Format: Others
• Language: en_US
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/47405278662205585966

碩士 === 國立雲林科技大學 === 應用外語系碩士班 === 100 === With the rapid expansion of convenience stores, the key factor of its successful marketing strategy is worth investigating. The current research tends to discuss the relationship between sticker collection campaigns and consumer behavior. In previous studies, researchers focused on different aspects of 7-ELEVEN’s marketing strategy; however, few put emphasis on the sticker collection campaign. The significance of this study is to analyze what leads to the fad of sticker collection and to what degree the consumers are influenced to change their behavior. The elements of sticker collection campaign include the application of marketing strategies, the alliance of different corporations to create a win-win situation, and fine customer relationship management (CRM). Besides, consumer behavior indicates customers’ loyalty, which means fluctuation in purchase frequency and amount. The instrument adopted in the empirical study is questionnaire by previous researchers. The results are represented in t-test, One-way ANOVA, and Chi-square. The participants are mainly CHSC students and some faculties. The results show that although sticker collection campaign is widely-known, in fact, the event does not attract consumers to spend more money or to shop more frequently. The main reason that attracts customers is 7-ELEVEN’s good quality and multi-service. The limitation of this study is the lack of a control group of participants who have never shopped at 7-ELEVEN. Besides, the researched objectives are confined in central Taiwan regions only and mainly are students. Future studies can fill the gap to investigate on people of all ages nationwide or overseas. The research methods can be accompanied by in-depth interview and observation.