Why do customers love MUJI? Applying experiential marketing to brand loyalty 9631507 陳陳陳 9631509 陳陳陳 9631516 陳陳陳 9631524 陳陳陳 9631534 陳陳陳
Jan 01, 2016
Why do customers love MUJI?Applying experiential marketing to brand loyalty
9631507 陳思瑜9631509 林郁芬9631516 江奕萱9631524 朱良敏9631534 吳宜珊
Content
Research motivation and purpose1
Introduction of MUJI2
Literature review3
Methodology4
Analysis and conclusion5
Research motivation
Research purpose
Introduction of MUJI
Good intention of life
MUJI COFFEE
MUJI’s Ad (1/2)
MUJI’s Ad (2/2)
Why do customers love MUJI?
Customer positive
• 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
SENSEcreating sensory experiences through sight, sound, touch, taste and smell.
FEELmarketing appeals to a customers’ inner feeling and emotions.
THINKtargets customers’ potential thinking through surprise, intrigue and provocation.
ACTcreate customer experiences related to the physical body, longer-term patterns of behavior and lifestyles.
RELATEcustomers 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.
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
Sense Feel Think Act RelateBrand Loyalty
Sense 1.000 .595 ** .556 ** .489 ** .416 ** .491 **
Feel .595 ** 1.000 .634 ** .622 ** .680 ** .620 **
Think .556 ** .634 ** 1.000 .566 ** .662 ** .625 **
Act .489 ** .622 ** .566 ** 1.000 .667 ** .651 **
Relate .416 ** .680 ** .662 ** .667 ** 1.000 .661 **
Brand Loyalty
.491 ** .620 ** .625 ** .651 ** .661 ** 1.000
*P < 0.05, **P < 0.01
All of the 5 factors are positive to brand loyalty.
Regression Analysis
Unstandardized Coefficients
Standardized Coefficients
t P- value
B Std. Error Beta
(Constant) -.751 .580 -1.294 .201
Sense .132 .184 .083 .715 .477
Feel .191 .224 .119 .856 .396
Think .267 .178 .195 1.499 .139
Act .359 .169 .267 2.122 .038 **
Relate .289 .170 .239 1.693 .096 *
R-square is 0.567*P < 0.10, **P < 0.05
54321 289.0359.0267.0191.0132.0751.0 XXXXXY
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.
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.
straight-grip
basket
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!!