Transcript Brand loyalty

Why do customers love MUJI?
Applying experiential marketing to brand loyalty
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陳思瑜
林郁芬
江奕萱
朱良敏
吳宜珊
Content
1
Research motivation and purpose
2
Introduction of MUJI
3
Literature review
4
Methodology
5
Analysis and conclusion
Research motivation
Customer satisfaction surveys and
how to win the customer’s hearts.
How to raise customer satisfaction and
loyalty? we choose MUJI to research.
Research purpose
MUJI is quite different from “Working House”
in quality, design, and simplicity.
“MUJI”, the cultural and creative product in
Taiwan, and attract young people.
We would use Schmitt five SEMs (strategic
experiential model)
Introduction of MUJI
MUJI represent of the
meanings is “good things
without brand”.
Life style store:
The merchandise choice of
MUJI take "provide a daily
life usage”.
MUJI’s life advocacy is
simple, nature and quality.
MUJI’s concept is “not waste
and simple”.
Consumers feel not only
“This is very good”, but also
“This is what I want!”.
Consumers can publish their
own design creativity through
the website.
Good intention of life
MUJI COFFEE
MUJI’s Ad (1/2)
MUJI’s Ad (2/2)
Why do customers love MUJI?
Price
• price is
reasonable.
Customer
positive
Quality
Design
• promise this
quality above
the price.
• less is more.
• Intermediate level customer.
• MUJI can provide reasonable price in
the right time, and let the customer enjoy
the daily necessities of quality and taste.
Find your MUJI
Bean bag sofa
Find your MUJI
CD player hanged on wall
Find your MUJI
Hand lamp
Literature review
 Experiential Marketing
Schmitt (1999) describes the experiential marketing
process as: “sense, feel, think, act, and relate”.
 Brand Loyalty
Dimension
Measurement
Relevant Literature
Behavior
Behavior of public praise Chaudhuri, et al. (2001)
Attitude
Loyalty of Self-cognitive
Chaudhuri, et al. (2001)
Experiential marketing
SENSE
creating sensory experiences through sight, sound, touch,
taste and smell.
FEEL
marketing appeals to a customers’ inner feeling and
emotions.
THINK
targets customers’ potential thinking through surprise,
intrigue and provocation.
ACT
create customer experiences related to the physical body,
longer-term patterns of behavior and lifestyles.
RELATE
customers could be influenced by reference groups when
they are making decisions.
Methodology
 We have five independent variables:
– “SENSE”, “FEEL”, “THINK”, “ACT”, “RELATE”
 We have one dependent variables:
– brand loyalty.
Sense
experience( X1)
Feel
experience(X2)
Think
experience(X3)
Act
experience(X4)
Relate
experience(X5)
Brand loyalty
(Y)
Hypothesis
 SEMs has significant positive effect to brand loyalty
– H1: Sense has significant positive effect to brand loyalty
– H2: Feel has significant positive effect to brand loyalty
– H3: Think has significant positive effect to brand loyalty
– H4: Act has significant positive effect to brand loyalty
– H5: Relate has significant positive effect to brand loyalty
Descriptive Statistics
 Number of valid samples : 63
 Sampling place : Hsinchu FE21
 Sampling method : convenience sampling and recycles
on the scene.
Descriptive Statistics
Descriptive Statistics
 consumer behavior variables
Descriptive Statistics
 consumer behavior variables
Pearson Correlation Coefficient
All of the 5 factors are positive to brand loyalty.
Sense
Sense
Feel
Think
Act
Relate
Brand
Loyalty
1.000
.595 **
.556 **
.489 **
.416 **
.491 **
.634 **
.622 **
.680 **
.620 **
.566 **
.662 **
.625 **
.667 **
.651 **
Feel
.595 **
1.000
Think
.556 **
.634 **
Act
.489 **
.622 **
.566 **
Relate
.416 **
.680 **
.662 **
.667 **
Brand
Loyalty
.491 **
.620 **
.625 **
.651 **
1.000
1.000
1.000
.661 **
.661 **
1.000
*P < 0.05, **P < 0.01
Regression Analysis
Unstandardized
Coefficients
B
(Constant)
Std. Error
-.751
.580
Sense
.132
.184
Feel
.191
Think
Standardized
Coefficients
t
P- value
Beta
-1.294
.201
.083
.715
.477
.224
.119
.856
.396
.267
.178
.195
1.499
.139
Act
.359
.169
.267
2.122
.038 **
Relate
.289
.170
.239
1.693
.096 *
Y  0.751 0.132X 1  0.191X 2  0.267X 3  0.359X 4  0.289X 5
R-square is 0.567
*P < 0.10, **P < 0.05
Reasons customers love about MUJI
In act factor we find customers will take action
about thinking of their way of living.
Reasons customers love about MUJI
They are willing to recommend MUJI’s products and
services to others and make the repeat purchasing.
Conclusion
 In our study, the relationship between action of
SEMs and brand loyalty is the most significant.
 The action experiences are as follows:
– Customers can use the branded credit card, to get
discount when buying MUJI product.
– New activity “SO, I SEE!” (原來如此), as MUJI from
the daily life of small found to develop products, and
MUJI also hope customers to vote and share the
endorsement of MUJI delicate design.
Conclusion
The acrylic pitcher is the NO.1 of the “SO, I SEE!” election activity.
basket
straight-grip
Through this activity people vote the product that they like
most and leave the comment. MUJI will select 20 people to
give them gift that MUJI Japan limited.
Conclusion
 In the business, the life style became the tool that can
increase sales to the target customers, and they could
diligently let products to fit consumer's anticipation.
 MUJI diligently pondered how to balance the subject
between new products’ development and save earth
from destroy, since it has been established.
 MUJI uses organic cotton which comes from Turkey,
and the cotton all grows above three years has not
employed the agricultural chemicals or the chemical
fertilizer paddies. This action reveals MUJI brand spirit
fully—be kind to earth.
THANK YOU!!