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!!