Loading...
|
Please use this identifier to cite or link to this item:
https://nccur.lib.nccu.edu.tw/handle/140.119/54232
|
| Title: | 機能性飲料之行銷研究：以白蘭氏盈而賞美容飲品為例
A marketing strategy on functional drinking: an example on Brand`s InnerShine Beauty Drinks |
| Authors: | 丘若尋
Chiu, Jo Hsun |
| Contributors: | 祝鳳岡
Chu, Feng Kang
丘若尋
Chiu, Jo Hsun |
| Keywords: | 品牌形象
知覺價值
顧客滿意度
顧客忠誠度 |
| Date: | 2011 |
| Issue Date: | 2012-10-30 10:22:42 (UTC+8) |
| Abstract: | Suffering from the heavy pressure from daily lives and work, a lot of contemporary people hold the idea to consume health foods as a way for keeping healthy. More and more people concern about their own health and would like to achieve this by having a healthy lifestyle or consuming health foods. Almanac of food consumption survey in Taiwan from FIRDI (Food Industry Research and Development Institute) shows that about 58.2% people had consumed functional food more than three times a month in 2010. Functional drink, as a format of oral-intake nutrients for dietary supplements, gradually becomes popular due to its convenience. Among those products, drinks with beauty claims have been particularly favored in the recent years and becomes a noticeable phenomenon. A case study on Brand’s InnerShine beauty drink, which achieves high market share in the past few years is conducted for the study.
For a clearer exploration of how marketing strategy works on beauty drinks with consumer-orientated perspective, I chose to study on variables including brand image, perceived value, customer satisfaction, and customer loyalty. Both quantitative and qualitative methods are utilized for probing the scenario. Samples are collected from 465 valid online questionnaires and 5 interviewees of in-depth interviews.
The conclusions according to the analysis from the study results are as follows: The theoretical and practical meaning of “brand image,” “perceived values,” “customer satisfaction,” and “customer loyalty” for Brand’s management are examined. Consumers’ perceived value can be increased by reinforcing the brand image. To reinforce customer satisfaction, their perceived value should be firstly enhanced. In addition, customer loyalty can be increased via reinforcing the brand image. The study also found that differences are revealed by consumers with different demographical profiles on “brand image,” “perceived values,” “customer satisfaction,” and “customer loyalty.” Suggestions for marketing strategies on Brand’s InnerShine beauty drinks are elaborated. |
| Reference: | Aaker, D. A. (1996). Building Strong Brands. New York, NY: Free Press.
Abdullah, M., Alnasser, A., Aamjad, D., and Husain, N. (2000). Evaluating functional relationship between image, customer satisfaction and customer loyalty using general maximum entropy. Total Quality Management, 1(4-6), pp. 826-30.
Ambler, T. (1997). How much of brand equity is explained by trust? Management Decision, 35(4), pp. 283-92.
American Marketing Association (1960). Marketing definitions: A glossary of marketing terms. American Marketing Association, Chicago.
Anderson, E. W. and Sullivan, M. (1993). The antecedents and consequences of customer satisfaction for firms. Marketing Science, 12, pp. 125-143.
Andreassen, T. W. (1998). Customer loyalty and complex services. International Journal of Service Industry Management, 9(1), pp. 178-194.
Babakus, E., Bienstock, C. C., and Scotter, J. R. V. (2004). Linking perceived quality and customer satisfaction to store traffic and revenue growth. Decision Sciences, 35(4), pp. 713-737.
Baggaley, A. R. (1964). Intermediate correlational methods. Oxford, England: John Wiley & Sons., pp. 211.
Bartlett, M. S. (1950), Tests of significance in factor analysis, British Journal of Psychology, (3), 77-85.
Bearden, W. O. and Teel, J. E. (1983). Selected determinants of consumer satisfaction and complaint reports. Journal of Marketing Research, 20, (February), pp. 21-28.
Bennett, R. and Thiele, S. R. (2004). Customer satisfaction should not be the only goal. Journal of Services Marketing, 18(7), pp. 514-23.
Bhat, S. and Reddy, S. K. (1998). Symbolic and functional positioning of brands. Journal of Consumer Marketing, 15(1), pp. 32-43.
Bitner, M. J. and Hubbert, A. R. (1994). Encounter satisfaction versus overall satisfaction versus quality. Service Quality: New Directions in Theory and Practice. Roland, pp. 72-84.
Bloemer, J. and Poiesz, T. B. C. (1989). The illusion of consumer satisfaction. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 2, pp. 43-48.
Bloemer, J. and Ruyter, K. D. (1998). On the relationship between store image, store satisfaction and store loyalty. European Journal of Marketing, 32(5/6), pp. 499- 513.
Bolton, R. N. and Drew, J. H. (1991). A multistage model of customers’ assessments of service quality and value. Journal of Consumer Research, Inc., 17(4), pp. 375-384.
Bowen, J. T., and Chen, S. L. (2001). The relationship between customer loyalty and customer satisfaction, International Journal of Contemporary Hospitality Management, 13(5), pp. 213-217.
Brady, M. K. and Cronin, J. J. (2001). Customer orientation, effects on customer service perceptions and outcome behaviors. Journal of Service Research, 3(3), pp. 241-251.
Calderon, H., Cervera, A., and Molla, A. (1997). Brand assessment: A key element of marketing strategy. Journal of Product and Brand Management, 6(5), pp. 293-304.
Cardozo, R. N. (1965). An experimental study of customer effort, expectation, and satisfaction. Journal of Marketing Research, 2(3), pp. 244-249.
Chang,T. Z. and Wildt, A. R. (1994). Price, product information, and purchase intention: An empirical study. Journal of the Academy of Marketing Science, 22, pp. 16-27.
Childs, N. M. (1997). The functional food consumers: Who are they and what do they want? Implications for product development and positioning. New technologies for healthy foods and nutraceuticals, Shrewsbury, MA: ATL Press, pp. 313-326.
Churchill, G. A. J. and Surprenant, C. (1982). An investigation into the determinants of customer satisfaction. Journal of Marketing Research, 19(4), pp. 491-504.
Cronin, J. J. and Taylor, S. A. (1992). Measuring service quality: A reexamination and extension. The Journal of Marketing, 56(3), (July), pp. 55-68.
Crosby, L. A. and Stephens, N. (1987). Effects of relationship marketing on satisfaction, retention, and prices in the life insurance. Journal of Marketing Research, 24(4), pp. 424-411.
Davis, S. M. and Dunn, M. (2002). Building brand-driven business. Jossey-Bass, San Francisco, CA.
Day, R. L. (1977). Extending the concept of consumer satisfaction, Advances in Consumer Research, 4, pp. 149-154.
Dick, A. S. and Basu, K. (1994). Customer loyalty: Toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2), pp. 99-113.
Dobni, D. and Zinkhan, G. M. (1990). In search of brand image: A foundation analysis. Advances in Consumer Research, 17, pp. 110-119.
Dodds, W. B., Monroe, K. B., and Grewal, D. (1991). Effects of price, brand, and store information on buyers’ product evaluations. Journal of Marketing Research, 28, (August), pp. 307-319.
Engel J. F., Blackwell R. D., and Miniard, P. W. (1995). Consumer Behavior, 8th. Forth Worth, Dryden Press, Texas.
Farquhar, P. H. (1989). Managing brand equity. Marketing Research, 1, pp.24-33.
Fornell, C. (1992). A national customer satisfaction barometer: The swedish experience. The Journal of Marketing, 56(1), (January), pp. 6-21.
Fornell, C., and Larcker, D. F.(1981), Evaluating Structural EQualitytion Models with Unobservables and Measurement Error, Journal of Marketing Research, 18(1), 39-50.
Fornell, C., Johnson, M. D., Anderson, E. W., Cha, J., and Bryant, B. E. (1996). The american customer satisfaction index: Nature, purpose, and findings. Journal of Marketing, 60, (October), pp. 7-18.
Fredericks, J. O. and Slater, J. M. (1998). What does your customer really want? Quality Progress, 31(1), pp. 63-65.
Federick, F. R. and Schefter, P. (2000). E-loyalty: Your secret weapon on the web. Harvard Business Review, pp. 105-113.
Gill, D., Byslma, B., and Ouschan, R. (2007), Customer perceived value in a cellar door visit: The impact on behavioral intentions. International Journal of Wine Business Research, 19(4), pp. 257-275.
Grewal, D., Monroe, K. B., and Krishnan, R. (1998). The effects of price-comparison advertising on buyers` perceptions of acquisition value. Transaction Value and Behavioral Intentions, Journal of Marketing, 62, (April), pp. 46–59.
Grönroos, C. (1990). Service management and marketing: Managing the moments of truth in service competition. Lexington Books (Lexington, MA).
Grønholdt, L., Martensen, A., and Kristensen K. (2000). The relationship between customer satisfaction and loyalty: cross-industry differences, Total Quality Management, 11(4), pp. 509-514.
Gwinner, K and Eaton, J. (2000). Building brand image through event sponsorship: The role of image transfer. Journal of Advertising, 28(4), pp. 47-57.
Hairs, Jr. F., Anderson, R. E., Tatham, R. L., and Black, W. C. (1998), Multivariate Data Analysis, 5th ed., Macmillan, New York.
Hagquist, C., and Stenbeck, M., (1998). Goodness of Fit in Regression Analysis--R^2 and G^2 Reconsidered, Emotional Value & Quantity, 32, 229-245.
Hausknecht, D. R. (1990). Measurement scales in consumer satisfaction/ dissatisfaction. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 3, pp. 1-11.
Hernon, P., Nitecki, D. A., and Altman, E. (1999). Service quality and customer satisfaction: An assessment and future directions. The Journal of Academic Librarianship, 25(1), (January), pp. 9-17.
Howard, J. A. and Sheth, J. N. (1969). The Theory, of Buyer Behavior. New York: John Wiley.
Im, S., Bayus, B.L., and Mason, C.H. (2003). An empirical study of innate consumer innovativeness, personal characteristics and new product adoption behavior. Journal of the Academy of Marketing Science, 31(1), pp.61-73.
Jacoby, J. and Kyner, D. B. (1973). Brand loyalty vs repeat purchasing behavior. Journal of Marketing Research, 10, (February), pp. 1-9.
Jain, R., (2008). Simple Linear Regression Models, Washington University in Saint Louis. (http://www.cse.wustl.edu/~jain/cse567-08/)
Jones, T. O. and Sasser, Jr. W. E. (1995). Why satisfied customers defect. Harvard Business Review, (November-December), pp. 88-99.
Jones, M. A. and Suh, J. (2000). Transaction-specific satisfaction and overall satisfaction: an empirical analysis, Journal of Services Marketing, 14(2), pp.147-159.
Kantamneni, S. P. and Coulson, K. R. (1996). Measuring perceived value: Scale development and research findings from a consumer survey. The Journal of Marketing Management, 6(2), pp. 72-86.
Kapferer, J. N. (1992). Strategic Brand Management. Kogan Page, London.
Kainth, J. S. and Verma, H. V. (2011). Consumer perceived value: Construct apprehension and its evolution. Journal of Advanced Social Research, 1, pp. 20-57.
Kaiser, H. F., & Rice, J. Little jiffy mark IV (1974). Educational and Psychological Measurement, in press.
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57, pp. 1-22.
Kotler, P. (2003). Marketing management, 11th ed.. Prentice Hall International.
Krystallis, A., Maglaras, G., and Mamalis, S. (2008). Motivations and cognitive structures of consumers in their purchasing of functional foods, Food Quality and Preference, 19, pp. 525-538.
Kuhl, J. and Beckmann, J. (1985). Action Control: From Cognition to Behavior. Heidelberg: Springer.
LaBarbera, P. A. and Mazursky, D. (1983). A longitudinal assessment of consumer satisfaction/dissatisfaction: The dynamic aspect of the cognitive process. Journal of Marketing Research, 20, (November), pp. 393-404.
Lam, S. Y., Shankar, V., Erramilli, M. K., and Murthy, B. (2004). Customer value, satisfaction, loyalty, and switching costs: An illustration from a business-to-business service context. Journal of the Academy of Marketing Science, 32, (July), pp. 293–311.
LeBlanc, G. and Nguyen, N. (1999). Listening to the customer’s voice: Examining perceived service value among business college students. The International Journal of Educational Management, 13(4), pp. 187-198.
Levitt, T. (1960). Marketing myopia. Harvard Business Review, pp. 45-56.
Slater, S. F. and Narver, J. C. (2000). Intelligence generation and superior customer value. Journal of the Academy of Marketing Science., 28(1), pp. 120-127.
Maklan, S. and Knox, S. (1997). Reinventing the brand: Bridging the gap between customer and brand value. The Journal of Product and Brand Management, 6(2), pp.119-129.
Martensen, A., Grønholt, L., Bendtsen, L., and Juul, M. (2007). Application of a model for the effectiveness of event marketing. Journal of Advertising Research, 47, (September), pp.283-301.
Martin, G.S. and Brown, T. J. (1990). In search of brand equity: The conceptualization and measurement of the brand impression construct. Marketing Theory and Applications, 2, pp.431-438.
McDougall, G. H. G. and Levesque, T. (2000). Customer satisfaction with services: Putting perceived value into the equation. Journal of Services Marketing, 4(5), pp.392-419.
McMullan, R. and Gilmore, A. (2003). The conceptual development of customer loyalty measurement: A proposed scale, Journal of Targeting. Measurement and Analysis for Marketing, 11(3), pp. 230-243.
McKenna, R. (1991). Relationship Marketing: Successful Strategies for the Age of the Customer, Reading. MA: Addison-Wesley.
Mittal, V. and Kamakura, W. A. (2001). Satisfaction, repurchase intent, and repurchase behavior: Investigating the moderating effect of customer characteristics. Journal of Marketing Research, 38(1), pp. 131-142.
Newman, J. W. and Werbel, R. A. (1973). Multivariate analysis of brand loyalty for major household appliances. Journal of Marketing Research, 10(4), (November), pp. 404-409.
Nunnally, J.C. (1978), Psychometric Theory, 2nd ed., McGraw-Hill, New York.
Oliver, R. L. (1981). Measurement and Evaluation of Satisfaction Processes in Retail Settings. Journal of Retailing, 57(3), pp. 25-48.
Oliver, R. L. (1999). Whence Consumer Loyalty? The Journal of Marketing, 63, pp. 33-44.
Oliver, R. L., Rust, R. T., and Varki, S. (1997). Customer delight: Foundations, findings, and managerial insight. Journal of Retailing, 73(3), pp. 311-336.
Oderkerken-Schröder, G., Wulf, K. D., and Schumacher, P. (2003). Strengthening outcomes of retailer-consumer relationships: The dual impact of relationship marketing tactics and consumer personality. Journal of Business Research, 56, pp. 177-90.
Osman, M. Z. (1993). A conceptual model of retail image influences on loyalty patronage behavior. The International Review of Retail, Distribution and Consumer Research, 31, pp.149-66.
Parasuraman, A. and Grewal, D. (2000). The impact of technology on the quality-value-loyalty chain: A research agenda. Journal of the Academy of Marketing Science, 28(1), pp. 168-174.
Park, C. W., Jaworski, B. J., and MacInnis, D. J. (1986). Strategic brand concept image management. Journal of Marketing, 50, (October), pp. 135-45.
Park, C. W., Milberg, S., and Lawson, R. (1991). Evaluation of brand extensions: The role of product feature similarity and brand concept consistency. Journal of Consumer Research, 18, pp.185-193.
Peter, J. P. and Olson, J. C. (1994). Understanding Consumer Behavior. Irwin, Boston, MA.
Portney and Watkins (2000). Foundations of clinical research: Applications to practice (2nd ed.): Upper Saddle River: Prentice-Hall.
Ravald, A. and Gröonroos, C. (1996). The value concept and relationship marketing. European Journal of Marketing, 30(2), pp. 19–30.
Reicheld, F. (1996). The loyalty effect: The hidden force behind growth, profits, and lasting value. Harvard Business School Press, Boston.
Reis, H. T., Wheeler, L., Spiegel, N., Kernis, M. H., Nezlek, J., and Perri, M. (1982). Physical attractiveness in social interaction: Why does appearance affect social experience? Journal of Personality and Social Psychology, 43(5), pp. 979-996.
Reynolds, F. D., Darden, W.R., and Martin, W.S. (1974). Developing an image of the store-loyal customer. Journal of Retailing, 50, pp. 73-84.
Reynolds, K. E. and Beatty, S. E. (1999). Customer benefits and company consequences of customer-salesperson relationships in retailing. Journal of Retailing, 75(1), pp.11-32.
Richardson, P. S., Dick, A. S., and Jain, A. K. (1994). Extrinsic and intrinsic cue effects on perceptions of store brand quality. Journal of Marketing, 58, (October), pp. 28-30.
Romaniuk, J. and Sharp, B. (2003). Conceptualising and measuring brand salience. Marketing Theory, 4(4), pp. 327-342.
Sarantakos, S. (2005). Social research, 3rd ed.. Palgrave, London.
Santos, J. R. A. (1999). Cronbach`s alpha: A tool for assessing the reliability of scales. Journal of Extension, 37(2).
Selnes, F. (1993). An examination of the effect of product performance on brand reputation, satisfaction and loyalty. European Journal of Marketing, 27(9), pp. 19-35.
Sheth, J. N., Newman, B. I., and Gross, B. L. (1991). Why we buy what we
buy: A theory of consumption values. Journal of Business Reviews, 22, pp. 159-170.
Singh, J. (1991). Understanding the structure of consumers’ satisfaction evaluations of service. Journal of the Academy of Marketing Science, 19(3), pp. 223-244.
Sloan, A. E. (2007c). Great ideas from around the world. Food Technol., 61(10): 20-33.
Smith, A. K., Bolton, R. N. and Wagner, J. (1999). A model of customer satisfaction with service encounters involving failure and recovery. Journal of Marketing Research, 36(3), (August), pp. 356-372.
Snchez-Fernández, R. and Iniesta-Bonillo, M. (2007). The concept of perceived value: A systematic review of the research. Marketing Theory, 7(4), pp. 427-451.
Spreng, R. A., Harrell, G. D., and Mackoy, R. D. (1995). Service recovery: Impact on satisfaction and intentions. Journal of Services Marketing, 9(1), pp. 15-23.
Stanton, C., Gardiner, G., Meehan, H., Collins, K., Fitzgerald, G., Lynch, P. B., and Ross, R. (2001). Market potential for probiotics. The American Journal of Clinic Nutrition, 73, pp. 476-483.
Stum, D. L. and Thiry, A. (1991). Building Customer Loyalty. Training and Development Journal, 45(4), pp. 34-36.
Sweeney, J. C. and Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of Retailing, 77, pp. 203-220.
Tallon, M. J. (2007). Consumer key trends in nutraceutical food and drinks: Novel ingredients, new applications and future revenue, opportunities. Business insights report.
TePeci, M. (1999). Increasing brand loyalty in the hospitality industry. International Journal of Contemporary Hospitality Management, 11(5), pp. 223-229.
Thomas, D. R. (2000). Qualitative Data Analysis: Using A General Inductive Approach. Health Research Methods Advisory Service, Department of Community Health University of Auckland, New Zealand.
Voss, G. B., Parasuraman, A., and Grewal, D. (1998). The roles of price, performance, and expectations in determining satisfaction in service. The Journal of Marketing, 62(4), pp. 46-61.
Westbrook, R. A. (1980). A rating scale for measuring product/service satisfaction. Journal of Marketing, 44(4), pp. 68-72.
Woodruff, R. B. (1997). Customer value: The next source for competitive advantage. Journal of the Academy of Marketing Science, 25, pp. 139-153.
Woodruff, R. B., Cadotte, E. R. and Jenkins, R. L. (1987). Expectations and norms in models of consumer satisfaction. Journal of Marketing Research, 24(3), (August), pp. 305-314.
Woodside, A. G., Frey, L. L., and Daly, R. T. (1989). Linking service quality, customer satisfaction, and behavioral intention. Journal of Health Care Marketing, 9(4), pp. 5-17.
Yang, Z. and Peterson, R. T. (2004). Customer perceived value, satisfaction, and loyalty: The role of switching costs. Psychol Mark, 21(10), pp. 799-822.
Yeung, R. M. W. and Morris, J. (2001). Food safety risk. Consumer perception and purchase behavior British Food Journal, 103(3), pp. 170–186.
Yuksel, A. and Rimmington, M. (1998). Customer-satisfaction measurement: Performance counts. Cornell Hotel and Restaurant Administration Quarterly, 39, pp. 60-70.
Zeithaml, V. A., Berry, L. L., and Parasuraman, A. (1996). The behavioral consequences of service quality. The Journal of Marketing, 60(2), pp. 31-46.
Chinese References
曾馨儀 (2010)。「國內保健食品產值及產業現況」。中華穀類食品研究所。
黃卓治 (2004)。「機能性保健食品研發現況」。農科管理學報，2004年12月第2期，頁2-5。
陳韻帆 (2007)。「圖解市售保健食品」，第一版。蘋果屋出版社。 |
| Description: | 碩士
國立政治大學
國際傳播英語碩士學位學程(IMICS)
98461005
100 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0098461005 |
| Data Type: | thesis |
| Appears in Collections: | [國際傳播英語碩士學程] 學位論文
|
Files in This Item:
| File |
Size | Format | |
|---|
| 100501.pdf | 13213Kb | Adobe PDF2 | 604 | View/Open |
|
All items in 政大典藏 are protected by copyright, with all rights reserved.
|
