The Effect of Price-rising on Customer Loyalty and Purchasing Behavior for 58 Degrees Kinmen Kaoliang Liquor

• Main Authors: Ming-Chuan Wang, 王銘泉
• Other Authors: Li-Hua Huang
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/hzgj9p

碩士 === 國立臺北商業技術學院 === 商學研究所 === 101 === The growing revenue of Kinmen Kaoliang Liquor, which rose to a record $12.85 billion in 2011, led with an over 80% market share in Taiwan’s kaoliang liquor market, especially major product 58 degrees Kinmen Kaoliang Liquor took 60.9% revenue. Since 1995, the prices of 58 degrees Kinmen Kaoliang Liquor had not been adjusted until February 2012, due to unbearably increasing the cost of raw materials and payroll.This research would like to find out how price-rising affects purchasing behavior and brand loyalty. Successfully interviewed by telephone, 360 consumers, between 20-69 years old, who had bought and drunk 58 degrees Kinmen Kaoliang Liquor series in the past six months. 45.8% of the interviewees said the increase of the price would not affect the quantity of their purchase; 15.8% said, the amount of their purchase would be reduced, but they would not buy any other alcoholic products, either; 19.4% said that, the purchasing amount would be reduced, and they would increase the amount of other alcoholic products purchase; 18.9% said that they wouldn’t buy 58 degrees Kinmen Kaoliang Liquor series any more and would turn to buy other liquor products; As for those transfers who migrated partly and fully, respectively, 48.6% and 44.1%, would transfer to the whiskey. Only a few costumers said that they would turn to buy 38 degrees Kinmen Kaoliang Liquor series. The nature of the product (including differences of the alcohol, taste, and flavor etc.) is the main reason why consumers are unable to self-migrate Kinmen Kaoliang Liquor products.