Why do customers love MUJI?Applying experiential marketing to brand loyalty

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Content

Research motivation

Research purpose

Introduction of MUJI

Good intention of life

MUJI COFFEE

MUJIs Ad (1/2)

MUJIs Ad (2/2)

Why do customers love MUJI?

Find your MUJI

Bean bag sofa

Find your MUJI

CD player hanged on wall

Find your MUJIHand lamp

Literature reviewExperiential Marketing Schmitt (1999) describes the experiential marketing process as: sense, feel, think, act, and relate. Brand Loyalty

DimensionMeasurementRelevant LiteratureBehaviorBehavior of public praiseChaudhuri, et al. (2001)AttitudeLoyalty of Self-cognitiveChaudhuri, 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.

MethodologyWe have five independent variables: SENSE, FEEL, THINK, ACT, RELATEWe have one dependent variables: brand loyalty.

HypothesisSEMs 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 StatisticsNumber of valid samples : 63 Sampling place : Hsinchu FE21Sampling method : convenience sampling and recycles on the scene.

Chart1

0.032

0.73

0.222

0.016

Age

Sheet1

Age

under203.20%

21~3073.00%

31~4022.20%

over401.60%

Descriptive Statistics

Chart1

0.302

0.698

Gender

Sheet1

Gender

male30.20%

female69.80%

Chart1

0.825

0.175

Marital Status

Sheet1

Marital Status

single82.50%

married17.50%

Descriptive Statisticsconsumer behavior variables

Chart1

0.27

0.603

0.095

0.032

How often do you goo to MUJI per year

Sheet1

How often do you goo to MUJI per year

1-10 times27.00%

11-20 times60.30%

21-30 times9.50%

above 30 times3.20%

Chart1

0.349

0.46

0.143

0.048

How much do you spend each time?

Sheet1

How much do you spend each time?

under 50034.90%

500-150046.00%

1500-250014.30%

above 25004.80%

Descriptive Statisticsconsumer behavior variables

Chart1

0.238

0.27

0.365

0.127

purpose

Sheet1

purpose

on sale23.80%

popular product27.00%

shopping36.50%

hanging around12.70%

Chart1

0.349

0.46

0.143

Overall satifaction

Sheet1

Overall satifaction

OK34.90%

good46.00%

very good14.30%

Chart1

0.889

0.111

Will you come to MUJI again?

Sheet1

Will you come to MUJI again?

yes88.90%

no11.10%

Pearson Correlation Coefficient*P < 0.05, **P < 0.01All of the 5 factors are positive to brand loyalty.

SenseFeelThinkActRelateBrand LoyaltySense1.000.595**.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

Regression Analysis R-square is 0.567*P < 0.10, **P < 0.05

Unstandardized CoefficientsStandardized CoefficientstP- value BStd. ErrorBeta (Constant)-.751.580 -1.294.201Sense.132.184.083.715.477Feel.191.224.119.856.396Think.267.178.1951.499.139Act.359.169.2672.122.038**Relate.289.170.2391.693.096*

Reasons customers love about MUJIIn act factor we find customers will take action about thinking of their way of living.

Reasons customers love about MUJIThey are willing to recommend MUJIs products and services to others and make the repeat purchasing.

ConclusionIn 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! (), 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.

ConclusionThe 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

ConclusionIn 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 fullybe kind to earth.

THANK YOU!!

Questionnaire DesignThe questionnaire of this study refers to the measurement of Schmitt (1999)

Table 3 Assessment Tools for Experiential Marketing

SenseThe (ExPro) tries to engage my senses. (+)The (ExPro) is perceptually interesting. (-)The (ExPro) lacks sensory appeal for me. (-)FeelThe (ExPro) tries to put me in a certain mood. (+)The (ExPro) makes me respond in an emotional manner. (+)The (ExPro) does not try to appeal to feelings. (-)ThinkThe (ExPro) tries to intrigue me. (+)The (ExPro) stimulates my curiosity. (+)The (ExPro) does not try to appeal to my creative thinking. (-)ActThe (Expro) tries to make me think about my lifestyle. (+)The (ExPro) reminds me of activities I can do. (+)The (Expro) does not try to make me think about actions and behaviors. (-)RelateThe (Expro) tries to get me to think about relationships. (+)I can relate to other people through this (ExPro). (+)The (ExPro) does not try to remind me of social rules and arrangements. (-)

Questionnaire DesignThe questionnaire of this study refers to the measurement of Aaker (1991)

Table 4 The variable of brand from Aaker (1991) aspect

Brand LoyaltyI was satisfied/ dissatisfied with last purchasing experience.I be willing to purchase this product again.This brand is the best brand I have ever seen./ is the better one in two kind of products I have ever purchased./ is the best one in three kinds of products I have ever purchased.I be willing to promote this product to others.

Questionnaire DesignWe use Schmitt experiential marketing and have five questions each aspect. Thus, we all have 25 questions . Especially the question 5, 10, 15, 20 and 25 are reverse questions. We also use Likert scale. The format of a typical five-level Likert item is: strongly disagree, disagree, neutral, agree, and strongly agree. We use one of the aspects from Aaker research and have three questions still use Likert scale.

Questionnaire

Assessable aspectitemsSense experienceQuality of MUJI of merchandises is really good.Merchandises of MUJI are simple but design to let you like them.Brand of MUJI and the label let you have deep impression.The atmosphere, the music, and the overall shopping environment of the MUJI shop let you feel joyfully satisfies.The whole performance of MUJI lacks the demand of feeling.Feel experienceThe environment of MUJI let me have warm feelings.The service attitude of MUJI lets me satisfy, receive the respect.The non-brand meaning of MUJI makes me in a stew.The commodity of MUJI lets people feel that is in keeping with the fashion.The whole performance of MUJI has not affected my mood responseThink experienceMUJIs product can simulate my curiosity.MUJIs product can make me feel surprising.MUJIs product can simulate me the thinking of other related thing, like lifestyle and environmental protection etc.MUJIs product can simulate my imagination.MUJIs products never simulate my creative thinking.Act experienceI would like to join the MUJIs net community.MUJI holds special theme events attract me to participate.MUJI reminds me of activities I can do.MUJI tries to make me think about my lifestyle.MUJI does not try to make me think about actions and behaviors.Relate experienceMUJI causes me to establish the relations with the others.The MUJI products can cause between me and friend's discussion.MUJI enables me to have the sense of belonging to the company.MUJI causes me to associate own social activity arrangement.MUJI doesnt let me receive identification with social.

Questionnaire

Assessable aspectitemsBrand LoyaltyI wont buy other similar brand because it has lower price than MUJI.I will buy MUJI products next time.I will recommend MUJI products or service to other people.