Research of Impact/Influence of Experimental Marketing to Private Brand Purchase-Sample Case of TLW Private Brand

• Main Authors: CHEN, WEN-HSIU, 陳文秀
• Other Authors: WAN, TUNG-HSUAN
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/00608729377874428223

碩士 === 銘傳大學 === 管理學院高階經理碩士學程 === 105 === Base on report “Global Retailer consumer survey” posted by PWC, Taiwan in 2016 that global retailers are in the midst of revolutionary changes that driven by dramatic technology evolution, while net shopping proves to be convenient plus mobile unit functionality enhancement. This trend has led to acute competition between physical and virtual channels; significant difference is that physical stores provide sensational experience throughout displaying, interaction to accomplish higher customer count and purchase at the end. While retailer homologation formed, fierce competition was kicked off. How retailers standout to differentiate from competitors become crucial topic. Private brand, in light of differentiation strategy, has surged as segmentation tools. TLW private brand LED light bulb as case example to explore the correlation of experiential marketing and private brand sales, 250 designed questionnaires were dispatched and came back with 0.77% valid rate, SPSS model is applied. Result has proved efficiency of sensational experience even its limited; “LED experiential booth”, for example, is evidence of sensation, thinking experience, value of function and novel works, but without aid to decision of consumer purchase. This case company successfully convinces consumer purchase by proven its cost/energy saving of light bulb 3 years warranty. Evaluation/review of efficiency in 11 stores was set up to verify “LED experiential booth”, also examine of space efficiency, adjustment plan was roll out. For one whom interesting and intending conducts more in depth study/analysis, might not exclude the consideration of adding up one more comparable experiment unit by using different product category that would probably expand the width and depth of study result.