18至24周歲中品牌忠誠(chéng)度影響因素的測(cè)定[外文翻譯](文件)
【正文】 year olds are, and whether or not there was a difference in loyalty by product type. Past research has also shown that brand loyalty is plex and probably multidimensional. As such, an additional contribution may be achieved by investigating a specific group in more depth. In this study , it was considered that if loyalty can vary by age group then the drivers of purchasing behavior also may be very specific. This led to the second objective of the study: Objective 2: To identify the factors that determines brand selection in the 1824 age work has indicated various contributors to brand purchasing behavior. The study explores the influence of situational factors such as price and promotions in buying behavior. It also addresses factors like novelty, emotional attachment as well as reputation of brand. Other additional drivers of purchasing behavior were highlighted by the survey piloting process and included in the investigation. The sample was selected from students in higher education within the age group of 1824 years. However, it is not suggested that this group is entirely representative of all 1824 yearold consumers, although they may share many mon characteristics. The sample was selected from various fields like management courses, chartered accountancy courses, etc. Statistical tests were conducted using all respondents, except where there are missing cases. The following details the methodology and results for objective 1 and total of 150 graduate degree students within the 1824age band pleted the study, which was analyzed using SPSS for Windows. Brand loyalties for toothpaste, coffee and mobile handsets were measured using proportion of first preferred brand out of last 5 purchases. This approach treats brand loyalty as the degree to which the usual or favorite brand within a product category is purchased, . 3 out of last 5 purchases is going to first preferred brand. The products were selected to reflect broadly those chosen by other studies looking at productspecific loyalty. Additionally, the product categories were distinct enough to identify differing degrees of brand attachment, . students may be more concerned about their coffee brand than their toothpaste brand. Respondents who did not buy the product were counted as missing values. Hence we reject the null hypothesis. We can conclude that there is significant difference in the degree of brand loyalty exhibited across three product categories. The research findings suggest that there is significant difference in the degree of brand loyalty exhibited across three product categories. It can be seen that coffee has the highest degree of first brand loyalty and mobile handsets have the lowest. These results indicate that first brand loyalty among the 1824 age groups does differ by product type. The decision as to whether a mean figure constitutes high or low loyalty is largely arbitrary. In order to get a richer picture of brand loyalty among the 1824 age groups, a slightly different measure was taken. Respondents were asked to rate the statement 39。 and 39。 and the 39。 and 39。對(duì)品牌忠誠(chéng)度的興趣也反映在學(xué)者文學(xué)中 ， 在這里 ， 忠誠(chéng)指的是承諾和保留。弗蘭德和貝恩以前在《哈弗評(píng)論》中 ， 這樣定義忠誠(chéng)：某個(gè)人（顧客 ， 員工 ， 朋友）為了加強(qiáng)彼此之間的關(guān)系而做的投資或是自我批評(píng)。如果顧客對(duì)品牌無動(dòng)于衷 ， 那就意味著對(duì)于產(chǎn)品的特性和價(jià)格來說 ， 購(gòu)買是缺乏公平的。 消費(fèi)者相信的牌品還可以減少他們的直覺風(fēng)險(xiǎn) ， 和購(gòu)后認(rèn)知失調(diào)。調(diào)查表明 ， 顧客可以通過購(gòu)買 ， 愿意被建議 ， 通過向公司提意見等形式來表明忠誠(chéng) ， 最終 ， 顧客通過重復(fù)購(gòu)買的意愿來表明他們忠誠(chéng)了！ 因此 ， 品牌忠誠(chéng)是一個(gè)復(fù)雜的構(gòu)架 ， 它不應(yīng)該被假設(shè)為忠誠(chéng)的行為包括著感情或者是積極
畢業(yè)設(shè)計(jì)相關(guān)推薦
鄂ICP備17016276號(hào)-1