| Summary: | 碩士 === 美和技術學院 === 經營管理研究所 === 95 === By the trend of globalization and the rapid progress of information technology, it’s the only one goal that all businesses in the world devote themselves to building a good brand of “Niche Market.” As marketers face the strong competitions of brands, it’s the core factor to sustain high brand loyalty by which a business can keep a long-term work. Studies show that most businesses nowadays try hard to keep consumers’ loyalty, because the cost of attracting a new consumer is five times as large as the cost of keep old ones. So, marketers concern about building the brand loyalty and keeping it.
The purpose of the study is to understand the going conditions of consumers’ buying mobile phones, and study the key models of affecting consumers’ brand loyalty. By integrating the studies on brand loyalty in the world, we can get four important factors: consumers’ characteristics, product performances, types of buying attitude, and market structures, which are the four study structures.
Because of the limits of time and costs, the study’s extent is only in the Kaohsiung Metropolitan Area, and the testees are those who own mobile phones. We use convenience sampling methods, along with 500 questionnaires. We use SPSS V10.0 Chinese Edition Statistics Package Software to do data analysis. And by the tools of frequency distribution, Chi-square test, Factor Analysis, t-test and ANOVA, we can get the results to examine the questions and hypotheses of the study.
The results of the study are as follows.
1. The gender in the category of demographic statistics is not relevant with high or low loyalty. The married government employees above 51 years old whose monthly income is more than NT$ 75,001 have the most loyalty.
2. Consumers who are brand-oriented, scrimped and used to gathering shopping sale information have high loyalty to buying mobile phones.
3. Those who have high loyalty are significantly influenced by personal use experience, their relatives and friends, which belongs to the category of the origins of information; and by television advertisement, which belongs to the category of advertisement information.
4. Consumers put more emphasis on the product performances. In other words, consumers’ loyalty depends on the product performances by which can make consumers feel good or bad.
5. Loyalty to types of buying attitude is subjected to the feelings of the brand which consumers own right now. We can get the main reasons why consumers change the brand of mobile phones by the present and future brand. We find that the three most loyal mobile brands are Nokia, Motorola and SonyEricsson.
6. Market structures must accord with consumers’ needs. Among the needs, it is market share rate and affordable price levels that can act on consumers’ brand loyalty.
By the results of this study, we can understand the key factors for consumers to buy mobile phones. We hope that we can help the telecom business develop the best marketing strategy for the target market, so that the business can be separated from the competitors and gain the competition advantages of brand loyalty.
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