|
KMID : 1025520090510050433
|
|
Journal of Animal Science and Technology
2009 Volume.51 No. 5 p.433 ~ p.440
|
|
|
A Study on Livestock Products Brand Loyalty of University Students
|
|
Kim Seok-Eun
Kim Geon-Joong
|
|
|
Abstract
|
|
|
|
This study was conducted to investigate the experience of purchasing a specific livestock farm product brand, loyalty to a brand, reasons of loyalty, reasons of nonloyalty and intension of paying a premium for a preferred brand according to gender, occupation of parents, a place of residence and income of parents with 408 university students by using a questionnaire and to provide measures for development of livestock farm product brands satisfying both to producers and consumers. According to the results, only the students(25.7%, 105) had bought a specific livestock farm product brand and more female students(33.6%) had purchased a specific brand than male students(21.4%) (p<0.01). For loyalty to a brand, males were more loyal by recording 3.83 points, and students whose parents were farmer showed the highest or 4.17 points(p<0.05). As reasons of loyalty to a brand, female students answered quality(76.6%, 36) and a price(12.8%, 6) in that order and male students considered its name value as the most important reason(26.4%, 14) (p<0.05). In conclusion, experience of buying a livestock farm product brand was found to be a factor increasing university students’ loyalty to a brand. Although quality and a price affected largely the purchase of a brand, a place to buy it and a price were major factors hindering the purchase.
|
|
|
KEYWORD
|
|
|
University students, Livestock products, Brand, Brand Loyalty
|
|
|
FullTexts / Linksout information
|
|
|
|
|
|
Listed journal information
|
|
|
|
|