| Summary: | 碩士 === 國立高雄科技大學 === 觀光管理系 === 107 === Brand Loyalty, Brand Stickiness and Brand Satisfaction and Repurchase Intention: The Perspectives of Breeze Market Senior Members
Student：Fang-ju/Lin Advisors：Hsiou-hsian/Liu
Institute of Tourism and Hospitality Management
National Kaohsiung University of Science and Technology
ABSTRACT
Breeze Market has followed the principles of caring to produce small-scale farmers, maintaining consumer food safety, practicing community mutual assistance and adhering to the friendliness towards the land for 12 years. But even so, in the face of changes in the environment of the times, there are still many new challenges. In order to understand consumers’ needs and intentions deeply, breeze market used the open questionnaire to survey consumers repurchase intentions and needs in 2018. The results show that there is consumption demand for food safety certification, product diversity and activity experience. Based on this, this study conducted a thorough investigation on the brand loyalty, brand satisfaction, brand stickiness, and repurchase intention of the senior members of the breeze market. The survey results were used to develop the group focus interview outline, and the farmers of breeze market were invited to discuss how to meet consumers’ demand with managing stratum.
In the part of the group focus interview, the management of breeze market and the farmers believe that for the food safety certification, the origin that is established at present should be explored, the conditions for the establishment of agricultural products, drug testing and other systematic procedures should be ensured, and a variety of mediums should be used to arrange and promote systematically. In the part of commodity diversity, the introduction of agricultural products in the national market and the guidance of farmers to plant different crops should be made. In addition, a horizontal communication should be established between farmers. With market opportunities should be increased and home-made fruits and vegetables can be developed to increase new consumer groups. In terms of the new market activities, we will organize food and agriculture education activities, such as breeze reading club, food education kitchen, the visit to the place of origin, DIY of the farmer’s food and invitation of the chef or consumers to publish organic recipes, etc., which meet the market’s tenet and conform to the solar terms and the public’s interests, to increase the richness of activities.
Keywords: breeze market, brand loyalty, brand satisfaction, brand stickiness, repurchase intention.
|
|---|
