|Project Title:||Research on the influence of brand loyalty in furniture industry|
|Author:||Mr. Wang Yaqi|
|Advisor:||Doctor Titanan Sun|
|Degree:||Master of Business Administration|
Wang, Yaqi. (2017). Research on the influence of brand loyalty in furniture industry. (Independent study, Master of Business Administration). Bangkok: Siam University.
With the progress of society and the improvement of people’s living standards, people’s consumption concept, consumption behavior habits and life style have changed greatly. It has brought huge growth space to the furniture industry. With the fierce market competition and the deepening of world economic integration, the era of products leading has been replaced by a brand leading. Furniture products are upgrading gradually from the initial consumer durables to be living artworks that represent personal tastes and personalities. The 21st century is the century of brand competition. How to increase customer brand loyalty has become a problem that enterprises urgently need to solve. This article is intended to analyze the core influencing factors of furniture brand loyalty and the influence of these factors of brand loyalty.
Based on the relevant theories and literature studies on brand loyalty to domestic and abroad, this article uses empirical analysis and typical case analysis methods, combines the characteristics of the furniture market, and through customer interviews, sorts out and refines the various factors that influence brand loyalty. At the same time, the research hypothesis is put forward on this basis, and the model of the influence factor of furniture brand loyalty is constructed. This article takes the IKEA furniture retail store in Beijing area as the object of issuing the questionnaire, and uses the SPSS statistical software to carry out the sample recycling statistics and analysis to verify the research hypothesis proposed in this paper.
Keywords: industry, furniture, IKEA, SPSS.
Research on the influence of brand loyalty in furniture industry
International Master in Business Administration (IMBA), Siam University, Bangkok, Thailand