The Study of FCB Model to Brand Equity and Country of Manufacture - An Exploratory Study on Chinese Students

• Main Authors: Li-Ching Chen, 陳麗卿
• Other Authors: CHUN-HUI CHANG
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/pcez54

碩士 === 淡江大學 === 國際貿易學系國際企業學碩士在職專班 === 94 === With the internationalization of the global market, the international brand products attack the markets in various countries without restraint. On the other hand, global division of labor on the basis of specialization has driven the famous enterprises move to the other areas for reducing the production cost. Since 1991, Mainland China’s economy has been fast growing, and the national income has been improving thereupon. The consumption potentiality for about 1.3 billion people''s market has most already attracted attention all over the world. Based on the motivation mentioned above, this thesis investigates the following problems: (1) Influence power of the Brand Equity and Country of Manufacture to the consumers for purchasing the products; (2) Influence of Brand Equity and Country of Manufacture on the consumption behavior for the Chinese students using the FCB model. The consumption behavior for students from Southwest University of Finance and Economics are involved as an example in this research. Six most frequently used products for the university students, including the notebook computer, mobile phone, shampoo, fashion dress, instant noodle, and beer, are selected for investigating the attraction of Brand Equity and Country of Manufacture to the Chinese students using the FCB model under four quadrants. The “Convenient Sampling Method” is adopted, of which 222 samples are effective in this research. The result is as follows: (1) In the consumer''s mind, no matter the products are in which quadrant of FCB model, the Brand Equity are more important than the Country of Manufacture. (2) In the “high involvement/rationality” quadrant (e.g., shampoo), as for the Brand Equity, what the consumers concern most is the Perceived Quality; as for the Country of Manufacture, what the consumers concern most is the Quality Stability. (3) In the “high involvement/perceptivity” quadrant (e.g., notebook computer, mobile phone), as for the Brand Equity, what the consumers concern most is the Perceived Quality; as for the Country of Manufacture, what the consumers concern most is the Customer Service After. (4) In the “low involvement/rationality” quadrant (e.g., instant noodle, and beer), as for the Brand Equity, what the consumers concern most is the Brand Awareness; as for the Country of Manufacture, what the consumers concern most is the Reputation. (5) In the “low involvement/perceptivity” quadrant (e.g., fashion dress), as for the Brand Equity, there is no apparent difference between the perceived quality, brand loyalty, brand awareness, brand association, i.e., the influence power to consumers is equally important; as for the Country of Manufacture, what the consumers concern most is the fashion and reputation.