1. A Study on Consumers’ Purchasing Behavior, Brand Loyalty and Brand Image for FamilyMart Collection Presented by I-Ting Hung YE4B 1101100076 Instructed by Dr. Aiden Yeh The 11th Graduating Students’ Research Paper Contest May, 28, 2014

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

3.  “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

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

5. 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

6.  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

7. Cronbach’s αTotal Part 3 (about brand image of FM).877.923 Part 4 (about brand loyalty of FM).885 Part 4 (about brand loyalty of FM).885.944 Part 5 (about brand extension of FM).940 Part 3 (about brand image of FM).877.951 Part 5 (about brand extension of FM).940 Results

8. 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

9. 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$5011010012 NT$51 to 10019120123 NT$101 to 150 310004 NT$151 to 200 100001 NT$201 to 300 000101 NT$301 to 400 100001 Total35231142 Table 8: Relation between “occupation” and “spending in each visit” X2X2 dfSig. Pearson Chi-square49.625***20.000

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

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

12. Thank you for your listening!