消费者品牌忠诚影响因素研究——以液态奶消费为例
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摘要
随着我国市场经济的建立和发展，企业间的竞争越来越激烈，同时消费者消费行为也日趋理性化，在这种情况下，企业普遍面临的问题就是消费者的转移与流失以及市场份额的不断下降。如何培育高忠诚的消费者群体成为企业界迫切关心的问题，而培育高忠诚消费群体的关键是要了解消费者品牌忠诚的形成过程，了解哪些因素可以影响消费者品牌忠诚以及其影响力度如何。这正是本文试图解决的问题。
目前，国内学者们对消费者品牌忠诚度已展开了深入的研究，对品牌忠诚影响因素虽有所涉及，但专门针对消费者品牌忠诚度影响因素的研究还显得相对不足，结合具体行业或产品进行实证研究的著作并不多见。国外学者虽然对消费者品牌忠诚影响因素进行了相当多的定量研究，但相应研究结论是否适应中国市场还存在很大不确定性。
基于上述思考，本文以液态奶消费为例对消费者品牌忠诚影响因素进行定性与定量的研究，即本文第三、四、五章内容。第三章研究消费者品牌忠诚形成过程，包括品牌忠诚形成的一般过程、心理过程以及品牌忠诚形成过程中态度与行为的关系；第四章对消费者品牌忠诚影响因素进行定性研究，具体从消费者层面和企业营销层面提出若干理论假设；第五章对消费者品牌忠诚影响因素进行实证分析，通过对北京地区12家超市6个售奶点的液态奶消费者进行的抽样调查，运用因子分析与回归分析的方法对调查结果进行计量分析，阐明了消费者品牌忠诚度各影响因素的影响力度，对第四章所做假设进行验证。
经过研究发现，消费者层面和企业营销层面的影响因素总体对消费者品牌忠诚有显著影响。消费者层面中，消费者性别、年龄、收入、职业、婚姻状况以及对待时间的态度对消费者品牌忠诚形成有显著影响，而消费者受教育程度、消费者对相关群体的态度、消费者对风险的态度、消费者对自我形象的态度对品牌忠诚影响不大；企业营销层面中，产品知觉质量、品牌知名度、价格、购买便利性、广告、销售促进对消费者品牌忠诚有显著影响，而包装对品牌忠诚影响不大。依据结论，乳品企业可以对重要影响因素加大营销投入，合理配置资源以提高消费者品牌忠诚。
With the establishment and development of market economy in our country, competition between enterprises is becoming more and more intensive; on the other hand, the consuming behaviors of consumers are more reasonable. In this condition, the question that most enterprises are facing is the switching and running off of consumers and continuous decreasing of marketing shares. Now most enterprise are concerned about how to cultivate high loyalty consumers group, while the key to cultivate high loyalty consumers group is to learn about forming process of consumer brand loyalty and know which factors can effect consumer brand loyalty and to what degree that been effected. Those are questions that this article wants to solve.
At present, scholars in china have made many researches on consumer brand loyalty. There are some researches involving the influencing factors of consumer brand loyalty, however, the research only facing to the influencing factors is insufficient. The study that integrates one industry or one product is too little. Although scholars abroad have done a lot of quantitative analyses to the influencing factors, it is unsure whether the conclusion is suitable for china or not.
Considering these above aspects, the paper has made qualitative and quantitative researches on the influencing factors of consumer brand loyalty, taking the fluid milk consumption as an example. These are contents of the third, the fourth and the fifth chapter. The third chapter is studying the formation of the consumer brand loyalty, including the common and mentality procession, the relation between the attitude and the behavior during the formation of brand loyalty; the fourth chapter will make qualitative research on the influencing factors of consumer brand loyalty, bringing forward several supposes from the consumer level and the marketing level; the fifth chapter is the demonstration section on the influencing factors. Making use of the spot investigation to the liquid milk consumers in the 12 supermarkets and 6 milk spots, we will use factors analysis and regressions method to analyze investigation result and illustrate the degree of each influencing factor of consumer brand loyalty so as to testify
the supposes that have been made in the fourth chapter.
Through the analysis, we find that the influencing factors of the consumer level and the marketing level make great effects on consumer brand loyalty. Seeing from the consumer level, the factors of sex, age, income, occupation of the consumer, marital status and the attitude to time have remarkable influences to loyalty formation, but the education, the attitude to related community suggestions, the attitude to risk, the attitude to ego image are not outstanding; Seeing from the marketing level, the consciousness quantity, price of the product, the convenience of purchase, the advertise, the special promotions have the remarkable influences, but the influence of packing to the brand loyalty is not outstanding. According to this conclusion, dairy enterprises should pay more attention to the important factors and collocate resources reasonably to improve consumer brand loyalty.
目前，国内学者们对消费者品牌忠诚度已展开了深入的研究，对品牌忠诚影响因素虽有所涉及，但专门针对消费者品牌忠诚度影响因素的研究还显得相对不足，结合具体行业或产品进行实证研究的著作并不多见。国外学者虽然对消费者品牌忠诚影响因素进行了相当多的定量研究，但相应研究结论是否适应中国市场还存在很大不确定性。
基于上述思考，本文以液态奶消费为例对消费者品牌忠诚影响因素进行定性与定量的研究，即本文第三、四、五章内容。第三章研究消费者品牌忠诚形成过程，包括品牌忠诚形成的一般过程、心理过程以及品牌忠诚形成过程中态度与行为的关系；第四章对消费者品牌忠诚影响因素进行定性研究，具体从消费者层面和企业营销层面提出若干理论假设；第五章对消费者品牌忠诚影响因素进行实证分析，通过对北京地区12家超市6个售奶点的液态奶消费者进行的抽样调查，运用因子分析与回归分析的方法对调查结果进行计量分析，阐明了消费者品牌忠诚度各影响因素的影响力度，对第四章所做假设进行验证。
经过研究发现，消费者层面和企业营销层面的影响因素总体对消费者品牌忠诚有显著影响。消费者层面中，消费者性别、年龄、收入、职业、婚姻状况以及对待时间的态度对消费者品牌忠诚形成有显著影响，而消费者受教育程度、消费者对相关群体的态度、消费者对风险的态度、消费者对自我形象的态度对品牌忠诚影响不大；企业营销层面中，产品知觉质量、品牌知名度、价格、购买便利性、广告、销售促进对消费者品牌忠诚有显著影响，而包装对品牌忠诚影响不大。依据结论，乳品企业可以对重要影响因素加大营销投入，合理配置资源以提高消费者品牌忠诚。
With the establishment and development of market economy in our country, competition between enterprises is becoming more and more intensive; on the other hand, the consuming behaviors of consumers are more reasonable. In this condition, the question that most enterprises are facing is the switching and running off of consumers and continuous decreasing of marketing shares. Now most enterprise are concerned about how to cultivate high loyalty consumers group, while the key to cultivate high loyalty consumers group is to learn about forming process of consumer brand loyalty and know which factors can effect consumer brand loyalty and to what degree that been effected. Those are questions that this article wants to solve.
At present, scholars in china have made many researches on consumer brand loyalty. There are some researches involving the influencing factors of consumer brand loyalty, however, the research only facing to the influencing factors is insufficient. The study that integrates one industry or one product is too little. Although scholars abroad have done a lot of quantitative analyses to the influencing factors, it is unsure whether the conclusion is suitable for china or not.
Considering these above aspects, the paper has made qualitative and quantitative researches on the influencing factors of consumer brand loyalty, taking the fluid milk consumption as an example. These are contents of the third, the fourth and the fifth chapter. The third chapter is studying the formation of the consumer brand loyalty, including the common and mentality procession, the relation between the attitude and the behavior during the formation of brand loyalty; the fourth chapter will make qualitative research on the influencing factors of consumer brand loyalty, bringing forward several supposes from the consumer level and the marketing level; the fifth chapter is the demonstration section on the influencing factors. Making use of the spot investigation to the liquid milk consumers in the 12 supermarkets and 6 milk spots, we will use factors analysis and regressions method to analyze investigation result and illustrate the degree of each influencing factor of consumer brand loyalty so as to testify
the supposes that have been made in the fourth chapter.
Through the analysis, we find that the influencing factors of the consumer level and the marketing level make great effects on consumer brand loyalty. Seeing from the consumer level, the factors of sex, age, income, occupation of the consumer, marital status and the attitude to time have remarkable influences to loyalty formation, but the education, the attitude to related community suggestions, the attitude to risk, the attitude to ego image are not outstanding; Seeing from the marketing level, the consciousness quantity, price of the product, the convenience of purchase, the advertise, the special promotions have the remarkable influences, but the influence of packing to the brand loyalty is not outstanding. According to this conclusion, dairy enterprises should pay more attention to the important factors and collocate resources reasonably to improve consumer brand loyalty.
引文
[1] Allan L, Ballinger, Joel Robinson. The jeopardy in double jeopardy. Journal of Advertising Research, Nov.-Dec, 1997,37～49
[2] Cobb-Walgren,Cathy, Cynthia Bealand Naveen Donthu. Brand Equity, Brand Prefereces and Purchase Intent. Journal of Advertising 24(3),1998,25～40
[3] Colin Mc Donald. The key is to Understand Consumer Response. Journal of Advertising Research,33,no. 5,1993,63～69
[4] Aaker. Managing Brand Equity -Capitalizing on the value of a brand name. The press :a division of Macmillan Canada, 1991,39～41
[5] Hauser, John,Berger Wernerfeldt. An Evaluation Cost Model of Consideration Seis. Jounai of Consumer Research 16 (March),1990,393～408
[6] Henru Assaei. Consumer Behavior And Marketing Action. 6th Edition.South-wester College Publishing, 1993,130～131
[7] George S, Day. A Two -Dimensional Concept of Brand Loyalty. Journal of Advertising Research 9.September, 1969, 29～36.
[8] Gupta, Sunil. Impact of Sales Promotions on When,What and How Much to Buy. Journal of Marketing Research 25(November), 1988,342～355
[9] Jean Weber, Richard, W.Hansen. The Majority Effect and Brand Choice. Journal of Marketing Research 9,August, 1972,53～59
[10] John, C.Mowen. Consumer Behavior.3rd Edition. Macmillan Publishing Company, pp.474
[11] Larry J. Rosenberg and John Czepiel. A Marketing Approach to Customer Retention. Journal of Consumer Marketing 2,Mar, 1984,45～51
[12] Larry Light. Brand Loyalty management: the basis for enduring profitable growth. Direct Marketing, March, 1997,36～43
[13] Mittelstaedt-Robert. A dissonance approach to repeat purchasing behavior. Journal of marketing Research,Nov1969,Vol.6(4) 444～446
[14] Oliver Richard L. Whence Consumer Loyalty. Journal of Marketing,1999,63(Special Issue), 33～44.
[15] Paul Ingrassia ,Gregory, A.Patterson. Is Buying A Car A Choice or A Chore?. The Wall Street Journal,24 Oct, 1989,B1
[16] Raj. Striking a Balance Between Brand 'Popularity' and Brand Loyalty. Journal Of marketing 49,Winter, 1985,53～59
[17] Reinhold, Sesser. Zero Defection. Harvard Business Review, September, 1990,105～111
[18] Reynolds,William R.Darden and Warrens Martin. Developing an Image of the Store-Loyal Cutomer. Journal of Retailing 50,Winter, 1974-1975,73～84
[19] Ronal Alsop. Brand Loyalty Is Rarely Blind Loyalty. The Wall Street Joumal,Octoberl 9,1989, B1 and B8
[20] Ronal E.Frank, Susan P. Douglas, Ralando E.Polli. Household Correlates of 'Brand Loyalty' for Grocery Products. Journal of Business 41,April, 1968,237～245
[21] Sharon Munger. Leveraging new technology to build brand loyalty. Direct Marketing, Dec,1996, 58～60
[22] Shimp, Terence. Advertising,Promotion and Supplemental Aspects of Integrated Marketing Communications. Orlando,FL:Dryden,1997,4th ed
[23] Simon, Carol and Mary, Sullivan. The Measurement and Determinants of Brand Equity:A Financial Approach. Marketing Science 12 (Winter):28～52 ,Dec.58～60
[24] W.F. Arens, 丁俊杰/程坪/苑菲/张溪译．当代广告学．华夏出版社，2000,1:136
[25] William T. Tucker. The Development of Brand Loyalty. Journal of Marketing Researchl, August, 1964,32～33.
[26] Winer, Russell. A Reference Price Model of Brand Choice for Frequently Purchased Products. Journal of Consumer Research 13(September), 1986,250～256
[27] Zeithami,Berry and Parasuraman. Consumer Behavior And Marketing Strategy. 4th Edition, McGraw-hill Book Co, 1996,523
[28] 阿尔文．c·伯恩斯，罗纳德·F·布什著，梅清豪，周安柱译．营销调研(第二版)．中国人民大学出版社，2001．5
[29] 曹兵．基于多品牌的交叉定位研究：[硕士学位论文]，浙江大学，2001
[30] 程漱兰，姚莉等．WTO背景下的中国奶业发展前景．农业经济问题,2002．3：91～96
[31] 崔玉琳．零售企业顾客忠诚度研究：[硕士学位论文]．中南大学，2003
[32] 菲利普·科特勒．市场营销管理(亚洲版)．中国人民大学出版社，2001，167～195
[33] 弗雷德里克·莱希·赫尔德著．忠诚的价值．增长利润与持久价值背后的力量．北京：华夏出版社，2001，44～64
[34] 郭曦东．CS战略的理论与实践．社会科学辑刊，1999．1(120)：28～29
[35] 亨利·阿塞尔著，韩德昌译．消费者相位与行销策略(第六版)．机械工业出版社．2000．12
[36] 莱斯利·德·彻纳东尼．品牌制胜——从品牌展望到品牌评估．中信出版社，2002．9：78～79
[37] 李先国．促销管理．中国人民大学出版社，1998
[38] 李易方．入世前夕话奶业．企业管理出版社，2002，262～263
[39] 林建平．浅谈CL：顾客忠诚战略：[硕士学位论文]．浙江经济高等专科学校学报，1999．1：63～64
[40] 罗子明．消费者品牌忠诚度的构成及测量．北京商学院学报，1999．2：52～54
[41] 纳雷希·K·马尔霍特拉(Naresh-K-Malhotra)，涂平等翻译．市场营销研究应用导向(第3版)．北京大学出版社．2003，190～218，321～374
[42] 盘华．论品牌忠诚形成过程及影响因素：[接受在职人员申请学位]．武汉：华中师范大学，1999
[43] 钱云．以顾客忠诚为基础的营销．中国乡镇企业．1997．8：51
[44] 裘晓东，赵平．品牌忠诚度及其测评研究．现代财经，2002，10：8～10
[45] 屈云波．品牌营销．企业管理出版社，1996．1：185～199
[46] 计建，陈小平．品牌忠诚度行为——情感模型初探．外国经济与管理，1999．1：27～30
[47] 吉尔·格恩芬．抓住顾客的心．中山大学出版社，1999．9：25
[48] 江林．消费者心理与行为学．人民大学出版社，2002，199～243
[49] 王金玲．品牌经营策略．经济管理出版社，2002．8：40～41
[50] 王元勇，王增明．强逝品牌创建与发展．工商出版社，2002．5：312～313
[51] 武金凤．北京乳品市场销售渠道分析：[硕士学位论文]．中国农业大学，2001
[52] 许锋．营销信息通路对休闲服品牌忠诚度作用研究：[硕士学位论文]．东华大学，2000
[53] 央视市场调研公司．乳品品牌市场分析．中国经营报，2000．11．8
[54] 张志平，陈惠春．企业忠诚顾客的培养模式．经济管理，2000．9：40～43
[55] 周峰．消费者对转基因食品的认识、态度及其因素分析：[硕士学位论文]．中国农业大学，2003
[56] 周俊玲．中国奶业市场研究：[博士学位论文]．中国农业大学，2001
[2] Cobb-Walgren,Cathy, Cynthia Bealand Naveen Donthu. Brand Equity, Brand Prefereces and Purchase Intent. Journal of Advertising 24(3),1998,25～40
[3] Colin Mc Donald. The key is to Understand Consumer Response. Journal of Advertising Research,33,no. 5,1993,63～69
[4] Aaker. Managing Brand Equity -Capitalizing on the value of a brand name. The press :a division of Macmillan Canada, 1991,39～41
[5] Hauser, John,Berger Wernerfeldt. An Evaluation Cost Model of Consideration Seis. Jounai of Consumer Research 16 (March),1990,393～408
[6] Henru Assaei. Consumer Behavior And Marketing Action. 6th Edition.South-wester College Publishing, 1993,130～131
[7] George S, Day. A Two -Dimensional Concept of Brand Loyalty. Journal of Advertising Research 9.September, 1969, 29～36.
[8] Gupta, Sunil. Impact of Sales Promotions on When,What and How Much to Buy. Journal of Marketing Research 25(November), 1988,342～355
[9] Jean Weber, Richard, W.Hansen. The Majority Effect and Brand Choice. Journal of Marketing Research 9,August, 1972,53～59
[10] John, C.Mowen. Consumer Behavior.3rd Edition. Macmillan Publishing Company, pp.474
[11] Larry J. Rosenberg and John Czepiel. A Marketing Approach to Customer Retention. Journal of Consumer Marketing 2,Mar, 1984,45～51
[12] Larry Light. Brand Loyalty management: the basis for enduring profitable growth. Direct Marketing, March, 1997,36～43
[13] Mittelstaedt-Robert. A dissonance approach to repeat purchasing behavior. Journal of marketing Research,Nov1969,Vol.6(4) 444～446
[14] Oliver Richard L. Whence Consumer Loyalty. Journal of Marketing,1999,63(Special Issue), 33～44.
[15] Paul Ingrassia ,Gregory, A.Patterson. Is Buying A Car A Choice or A Chore?. The Wall Street Journal,24 Oct, 1989,B1
[16] Raj. Striking a Balance Between Brand 'Popularity' and Brand Loyalty. Journal Of marketing 49,Winter, 1985,53～59
[17] Reinhold, Sesser. Zero Defection. Harvard Business Review, September, 1990,105～111
[18] Reynolds,William R.Darden and Warrens Martin. Developing an Image of the Store-Loyal Cutomer. Journal of Retailing 50,Winter, 1974-1975,73～84
[19] Ronal Alsop. Brand Loyalty Is Rarely Blind Loyalty. The Wall Street Joumal,Octoberl 9,1989, B1 and B8
[20] Ronal E.Frank, Susan P. Douglas, Ralando E.Polli. Household Correlates of 'Brand Loyalty' for Grocery Products. Journal of Business 41,April, 1968,237～245
[21] Sharon Munger. Leveraging new technology to build brand loyalty. Direct Marketing, Dec,1996, 58～60
[22] Shimp, Terence. Advertising,Promotion and Supplemental Aspects of Integrated Marketing Communications. Orlando,FL:Dryden,1997,4th ed
[23] Simon, Carol and Mary, Sullivan. The Measurement and Determinants of Brand Equity:A Financial Approach. Marketing Science 12 (Winter):28～52 ,Dec.58～60
[24] W.F. Arens, 丁俊杰/程坪/苑菲/张溪译．当代广告学．华夏出版社，2000,1:136
[25] William T. Tucker. The Development of Brand Loyalty. Journal of Marketing Researchl, August, 1964,32～33.
[26] Winer, Russell. A Reference Price Model of Brand Choice for Frequently Purchased Products. Journal of Consumer Research 13(September), 1986,250～256
[27] Zeithami,Berry and Parasuraman. Consumer Behavior And Marketing Strategy. 4th Edition, McGraw-hill Book Co, 1996,523
[28] 阿尔文．c·伯恩斯，罗纳德·F·布什著，梅清豪，周安柱译．营销调研(第二版)．中国人民大学出版社，2001．5
[29] 曹兵．基于多品牌的交叉定位研究：[硕士学位论文]，浙江大学，2001
[30] 程漱兰，姚莉等．WTO背景下的中国奶业发展前景．农业经济问题,2002．3：91～96
[31] 崔玉琳．零售企业顾客忠诚度研究：[硕士学位论文]．中南大学，2003
[32] 菲利普·科特勒．市场营销管理(亚洲版)．中国人民大学出版社，2001，167～195
[33] 弗雷德里克·莱希·赫尔德著．忠诚的价值．增长利润与持久价值背后的力量．北京：华夏出版社，2001，44～64
[34] 郭曦东．CS战略的理论与实践．社会科学辑刊，1999．1(120)：28～29
[35] 亨利·阿塞尔著，韩德昌译．消费者相位与行销策略(第六版)．机械工业出版社．2000．12
[36] 莱斯利·德·彻纳东尼．品牌制胜——从品牌展望到品牌评估．中信出版社，2002．9：78～79
[37] 李先国．促销管理．中国人民大学出版社，1998
[38] 李易方．入世前夕话奶业．企业管理出版社，2002，262～263
[39] 林建平．浅谈CL：顾客忠诚战略：[硕士学位论文]．浙江经济高等专科学校学报，1999．1：63～64
[40] 罗子明．消费者品牌忠诚度的构成及测量．北京商学院学报，1999．2：52～54
[41] 纳雷希·K·马尔霍特拉(Naresh-K-Malhotra)，涂平等翻译．市场营销研究应用导向(第3版)．北京大学出版社．2003，190～218，321～374
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