A Study on Consumers’ Purchasing Behavior, Brand Loyalty and Brand Image for FamilyMart Collection Presented by I-Ting Hung YE4B Instructed by Dr. Aiden Yeh The 11th Graduating Students’ Research Paper Contest May, 28, 2014

 Introduction  Literature Review  Theoretical Framework  Methodology  Results  Discussion  Conclusion Outline

 “Own-brand” is enjoying a surge in popularity around the globe.  Family Mart: 2rd largest CVS  FamilyMart collection: introduced in 2012  How private brand influences consumers? Introduction

 Lin (2012)  Factors: brand image, brand loyalty & perceived fit  Lin, Chen, & Jeang (2013)  Variables: Demographic(family background) Literature Review

Theoretical framework Part 1: Gender Age Education Occupation Purchasing behavior Part 2: General Questions for FM Part 3: Brand Image Part 4: Brand loyalty Part 5: Brand extension

 Participants: 42 participants  Procedure: Google.doc online questionnaire  The questionnaire was adapted from Lin’s (2012) paper: A Study on the Influential Factors of Brand Extension Evaluation for Consumers in Kaohsiung Area: A Case Study of 7-ELEVEn's 7-SELECT.  Hypotheses Methodology

Cronbach’s αTotal Part 3 (about brand image of FM) Part 4 (about brand loyalty of FM).885 Part 4 (about brand loyalty of FM) Part 5 (about brand extension of FM).940 Part 3 (about brand image of FM) Part 5 (about brand extension of FM).940 Results

T testMean Part 3 (about brand image of FM)2.64~3.93 Part 4 (about brand loyalty of FM)2.55~3.95 Part 5 (about brand extension of FM)3.26~3.76 Results

Occupation student Business people White-collar worker House wife /husband Other: serving business Total How much do you usually spend when visiting FM? under NT$ NT$51 to NT$101 to NT$151 to NT$201 to NT$301 to Total Table 8: Relation between “occupation” and “spending in each visit” X2X2 dfSig. Pearson Chi-square49.625***20.000

 New but recognizable.  T test: brand extension > brand image, brand loyalty Discussion

 Neutral Result on brand image & brand loyalty: make more effort on marketing strategy  Brand extension: make FamilyMart collection more noticeable Conclusion

Thank you for your listening!