Presented by I-Ting Hung YE3B 1101100076 Instructed by Dr. Aiden Yeh The 11th Graduating Students’ Research Paper Contest A Study on Consumers’ Purchasing Behavior, Brand Loyalty and Brand Image for FamilyMart Collection Presented by I-Ting Hung YE3B 1101100076 Instructed by Dr. Aiden Yeh May, 28, 2014

Outline Introduction Literature Review Theoretical Framework Methodology Results Discussion Conclusion

Introduction “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?

Literature Review FamilyMart collection’s quality for customers Lin (2012) brand image, brand loyalty & perceived fit Lin, Chen, & Jeang (2013) Variables: family background

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

Methodology Research Questions 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. Hypothesises

Results Cronbach’s α Total Part III (about brand image of FM) .877 .923 Part IV (about brand loyalty of FM) .885 .944 Part V (about brand extension of FM) .940 .951

Results T test Mean Part III (about brand image of FM) 2.64~3.93 Part IV (about brand loyalty of FM) 2.55~3.95 Part V (about brand extension of FM) 3.26~3.76

Table 8: Relation between Part I:Q4 and Part II:Q3 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$50 11 1 12 NT$51 to 100 19 2 23 NT$101 to 150 3 4 NT$151 to 200 NT$201 to 300 NT$301 to 400 35 42 X2 df Sig. Pearson Chi-square 49.625*** 20 .000

Discussion New but recognizable Cronbach: brand image, brand loyalty < brand extension Occupation v.s. Money spend

Conclusion Neutral Result on brand image & brand loyalty: More effort on marketing strategy Brand extension: Blue ocean products for FamilyMart collection More variables/factors Follow-up investigation