Brand Loyalty Analysis for Small-Package Rice─A Case Study of Chia-Yi Area

• Main Authors: Cai, Li-Ling, 蔡麗玲
• Other Authors: Hwang Tsorng-Chyi, Jeanz Shinn-Zwo
• Format: Others
• Language: zh-TW
• Published: 1996
• Online Access: http://ndltd.ncl.edu.tw/handle/42513164497485808377

碩士 === 國立中興大學 === 農業推廣教育研究所 === 84 === This research takes Chia-Yi area as target region to sample 100 small-package rice consumers of repeat purchase for thestudy of their brand loyalty. Using mental, behavioral andaggregate indices, the small-package rice consumers of major four national brands possess certain preference on brand characteristics and information. The accumulated brand purchase ratio is found to be consistent with the calculatedconsumer brand attitude. The binary brand loyalty is affectedby purchasers'' age, educational level, family size, income level, and marketprevalence. However, major influencingfactors on each brand are significantlydifferent. Theestimation results on the factors affecting the accumulatedbrandpurchase ratio show that the purchase of Chung-Hsingrice exhibits significantrepeated- purchase characteristic.Finally, brand loyalty is found to be the mostimportant factor affecting the consumption expenditure on the small-packagerice. It is thus believed that the improved brandloyalty has important implicationsfor rice consumption andmarketing. Quality improvement as well as marketsegmentationbecome two most important marketing stategies for the small-packagerice. The directions of better varieties and plantingenvironment for futureextention are also implied.