連鎖便利商店開發自有品牌商品銷售影響消費者行為之研究－以7-11超商之 OPEN小將公仔為例

Abstract

The biggest competitor of convenience store is not of the same trade or business, but consumers' demand change, always have to be more, farther, and faster than what consumers thought. The 7-11 executive Zhong-Ren Xu comes to the point of the industry of convenience store. According to Fair Trade Commission, R.O.C. checks up on August 31 2007, the chain convenience stores in whole Taiwan exceed 9,000 to count the end of 2006, density of running a shop is high, less than 2,700 people have a shop on average, so the convenience store must utilize its place characteristic, it creates to be additional value, in order to reflect with in the competition trend. This research will probe the convenience chain store into the private brand goods in order to promote their sales achievements, and will develop the purchase behavior whether the own brand goods can influence consumers. With convenience store of diversification function, it should different from the past tradition just sale cigarette and wine, what it can satisfy not only the life food articles demand , but a kind of more deep information and interpersonal demand. So 7-11 are in order to bring a brand-new new experience of convenience store to consumers and increase the communicative channel with different ethnicity consumers in 2006, the precedent of starting an undertaking in the circle, put out the common son of enterprise from extra orb OPEN-chan toy figurine. Depend on the OPEN-chan infer to the most popular new goods and the most warm service will be introduced to the customer. Hope to utilize the combining topic to communicate with consumers, and achieve the goal of promoting sales achievements. So, the discussion has come with consumers' angle in this research, to while developing the private brand merchandise sales in the convenience chain store, analyzing consumers influence in buying the private brand goods. This research approach adopts Internet questionnaire and analysis hierarchy process. According to the consumers behavior, the private brand selling, and behavior motive that consumers go to the convenience store, etc., carry on Internet questionnaire, and use SPSS software, finally, combine the authority and academician with analysis hierarchy process, propose practice proposing and follow-up relevant research direction.