why do customers love muji?€¦ · web viewwhy do customers love muji? applying experiential...
TRANSCRIPT
Why Do Customers Love MUJI?
Applying experiential marketing to brand loyalty
Authors
9631507陳思瑜
Why Do Customers Love MUJI? 2
9631509林郁芬9631516江奕萱9631524朱良敏9631534吳宜珊
National Chiao Tung University
Why Do Customers Love MUJI? 3
Abstract
MUJI as we know that it’s not only a retail store to sell product but they sell a
service of “simple life style” to people. Recently many service industries adapt
experiential marketing to win customer’s experience and loyalty. The concept of
experiential marketing is according to the research of Schmitt (1999). There are five
dimensions in his study: sense, feel, think, act and relate.
Our research purpose is to find the relationship between MUJI shoppers’
experience and their loyalty, and to find the key influencing factors to MUJI shoppers’
experience. The results we found in this research are:
Sense, feel, think, act and relate all of them have significantly positive effect on
brand loyalty. The relationship between action of SEM and brand loyalty is the most
significant. The questionnaire about action experience in our research display our
sample agreed in response to the question that MUJI will make me think of my
lifestyle.
So, we suggest MUJI could stimulate customers’ sense and feel that touched
customers more by increasing more marketing experiential about sense, feel, think,
and relate. Strengthen the close relationship between MUJI and consumers and let
them have a wonderful experience by providing good service or products. Therefore
influence their brand loyalty.
Content
Why Do Customers Love MUJI? 4
Abstract..........................................................................................................................2
CHAPTER 1 INTRODUCTION...................................................................................6
1.1 Research Background.......................................................................................61.2 Research Motivation........................................................................................81.3 Research purpose.............................................................................................91.4 Research content and process.........................................................................10
CHAPTER 2 LITERATURE REVIEW.......................................................................12
2.1 The Definition and Measurement of Brand Loyalty......................................122.2 Experiential Marketing...................................................................................142.3 The introduction of MUJI..............................................................................16
CHAPTER 3 RESEARCH METHODOLOGY...........................................................20
3.1 Conceptual Framework..................................................................................203.2 The Operating Definition of Research Variable.............................................213.3 Hypothesis......................................................................................................223.4 Questionnaire Design.....................................................................................23
CHAPTER 4 STATISTIC ANALYSIS AND RESEARCH RESULT.......................27
4.1 Sample Structure and Descriptive Statistics...............................274.2 Pearson Correlation Coefficient........................................................324.3 Regression Analysis..............................................................................334.4 Reasons customers love about MUJI...............................................34
CHAPTER 5 CONCLUSION AND DISCUSSION....................................................37
5.1 Research Conclusion......................................................................................375.2 Suggestion for Future Researches and Advice from Our Study.39
REFERENCE...............................................................................................................41
APPENDIX..................................................................................................................43
Table List
Table 1 Relevant Literature of Brand Loyalty...............................................................2
Table 2 Brand Loyalty Measurement.............................................................................2
Why Do Customers Love MUJI? 5
Table 3 Assessment Tools for Experiential Marketing..................................................2
Table 4 The variable of brand from Aaker (1991) aspect..............................................2
Table 5 Assessable aspect of experiential marketing and items of questionnaire..........2
Table 6 Assessable aspect of brand loyalty and items of questionnaire.........................2
Table 7 Descriptive Statistic of demographic variables - Sex & Marital
Status...........................................................................................................................2
Table 8 Descriptive Statistic of demographic variable - Age.....................2
Table 9 Descriptive Statistic of demographic variables - Income Level 2
Table 10 Descriptive Statistic of demographic variables - Education.....2
Table 11 Descriptive Statistic of demographic variables - Occupation. .2
Table 12 Descriptive Statistic of consumer behavior variables................2
Table 13 Pearson Correlation Coefficient of experiential modules to
brand loyalty.............................................................................................................2
Table 14 Multiple Regressions of five experiential modules on brand
loyalty..........................................................................................................................2
Figure List
Figure 1 Research process chart.....................................................................................2
Why Do Customers Love MUJI? 6
Figure 2 MUJI shop in the department store..................................................................2
Figure 3 The simple advertisement of MUJI.................................................................2
Figure 4 Conceptual Framework....................................................................................2
Figure 5 Bar Chart of highest score question in Sense Module................2
Figure 6 Bar Chart of highest score question in Feel Module....................2
Figure 7 Bar Chart of highest score question in Think Module.................2
Figure 8 Bar Chart of highest score question in Act Module......................2
Figure 9 Bar Chart of highest score question in Relate Module...............2
Figure 10 Bar Chart of highest score question in Brand Loyalty..............2
Figure 11 Acrylic pitcher...............................................................................................2
CHAPTER 1 INTRODUCTION
1.1 Research Background
As the consumption type changed, the economy of development has changed
from agricultural economy, industrial economy, service economy to the oncoming
Why Do Customers Love MUJI? 7
experience economy. According to Pine and Gilmore (1998) the experience economy,
HBR pointed that: the experience economy, which can be identified four stage of the
progression of the economic value: commodities, goods, services, and experiences.
The so-called experience economy, refers to a service focus, commodity-
material, for customer to create memorable experience. The conventional economy
focus on function-oriented products, good looks and price advantages; the present
trend is to shape “sensory experience” and “recognition of thinking” based on life and
situation in order to catch the attention of customers by changing customer behavior
to find the new survival value and the space for the product.
In the past, most managers tended to assume that rational consumer would search
for product based on the functional efficiency and benefit by comparing different
products when they make buying decision. However, these model only a part of the
fact. Gradually, marketers realize that consumers are living people that demanding
experience, they want to be encouraging, entertainment, education and challenges.
They are seeking to provide their experience of the brand and allow the experience to
become a part of their lives, for the experience marketing to provide a new way for
the establishment brand. Traditional marketing of brand building is treated just like
the use of the name brands, trademarks, and advertising slogans of the static
recognition. And the recognition function is the brand is equal to the recognition, this
Why Do Customers Love MUJI? 8
indeed is the brand core function. However, brand is not only recognition also the first
line of media experience (Schmitt, 1999). How do customers have consciousness to
the brand then has the manner, likes, even purchasing the behavior? They come from
the firms as the brand’s marketing activities. Enterprises must to invest in variety of
marketing activities for the brand to make the customers have the sense, association,
attitude, and purchasing behavior with the brand. These investments just like the
communication tool to the enterprises and customers and experiential marketing is
one kind of the important tool for firms to convey the role of brand and product
positioning. Furthermore, to raise brand awareness, allows consumers to have a
positive attitude and association.
As Schmitt (1999) mentioned the model of five strategic experiential modules
(SEMs), from the five dimensions of the customer’s sense, feel, think, act and relate
to design the thinking way of marketing. Such thinking way break out the
conventional assumption that customers are rational, think customers are rational and
perceptual concurrently instead. The experience before, at, and after the consumers
consumes is the key point when analyzing consumer’s behavior and brand
management. Urde (1994) advocated that brand-oriented is the essential strategy
which the enterprise maintains survives and grows. So the world-class brand rule is,
the product no longer has the function characteristic, but is meaning to provide and
Why Do Customers Love MUJI? 9
strengthen customer's experience (Schmitt, 1999). In other words, strengthening the
customer experience means to strengthen the equity and value of brand.
1.2 Research Motivation
Customer satisfaction surveys have become commonplace in many corporations.
Initially the emphasis was on measuring customers’ overall perceptions of quality, the
view being that an increase in satisfaction would lead ultimately to an increase in
sales.
With international and liberalization, competitive pressure will be harsh.
Therefore, how to win the consumer’s heart will be the focus of enterprises. Some
domestic enterprises have been adopting the management guideline of customer
orientation and attempt to raise customer satisfaction and loyalty. In our project
chooses MUJI, which is closely associated with the daily life, to study the relationship
between customer satisfaction and loyalty to provide the competing retail industry
with information for reference by delivering what customers satisfaction and create
customer loyalty.
As we mentioned before, experiential marketing is a concept of rational and
perceptual. The customer’s buying decision has been influenced by emotional factor
to a certain degree, so this research takes experiential marketing and the relationship
with the customer satisfaction as the research main axle.
Why Do Customers Love MUJI? 10
1.3 Research purpose
Under the development trend of Cultural and Creative Industries, Taiwan in
recent years has witnessed the rises of many culture products that deserve the deep
acceptance of customers. “MUJI”, originating from Japan, has become a new force in
Taiwan. It is quite different from “Working House” by appealing to quality, design
and simplicity. Therefore, “MUJI”, the cultural and creative product in Taiwan, enjoys
its fame among the young people with its limitless creativity.
MUJI who practices “No Brand” spirit was founded in 1980s. MUJI insists on
designing products by seeing it from customers’ perspective, so many customers
support and recognize MUJI and it is the lead in favorable impression of brand.
However MUJI faces the crisis in 2000 which the revenues rapidly declined, but it is
surprising people that their revenue revived quickly in 2002. It even made the record
high profits. How could MUJI do that?
Statement this research which Schmitt (1999) proposed to discusses five SEM
(strategic experiential model) from research problem.
I. Discuss the relationship between sense organ of SEM and brand loyalty.
II. Discuss the relationship between feel of SEM and brand loyalty.
III. Discuss the relationship between thinking of SEM and brand loyalty.
IV. Discuss the relationship between action of SEM and brand loyalty.
V. Discuss the relationship between relation of SEM and brand loyalty.
Why Do Customers Love MUJI? 11
Provide the correlation industry reference to draw up the future marketing
strategy and the management brand. And will make the most effective utilization to
the investment resources.
1.4 Research content and process
I. Collect the research which has a relation between experience marketing and
brand loyalty, build the research framework, and forms the research supposition.
II. Design research questioner by five constructions of experience marketing and
brand loyalty.
III. Carrying on the forecast according to the research questioner. And performs to
revise
IV. Provide the research questioner and take back the research questioner.
V. To do analysis and reorganization with the research questioner by SPSS.
VI. To do analysis and discussion according to the result, and proposes the
conclusion and the suggestion.
Research background
Define research range
Related literature discussion between Domestic and foreign.
Research construction and supposition
pposition
Design research questionary and Sample investigation
Data processing and analysis
Conclusion and suggestion
Why Do Customers Love MUJI? 12
Figure 1 Research process chart
Why Do Customers Love MUJI? 13
CHAPTER 2 LITERATURE REVIEW
2.1 The Definition and Measurement of Brand Loyalty
Many scholars had many viewpoints on the definition of brand loyalty. Some
people refer to the part of purchasing behavior. Others prefer to the part of consumers’
mentality. Due to two dimensions both had a few defaults; certain scholars defined
brand loyalty by combining the two parts. This study summarizes the point-of-views
or definitions of previous scholars in Table 1 and Table 2. (Chin-Pin Chen, 2003)
Table 1
Relevant Literature of Brand Loyalty
Author, Year Conclusions
Assael (1993) The experience that consumers used products of the same
brand satisfies them; so it results in repeat purchasing
behavior.
Keegan (1995) Consumers were satisfied with performance offered by some
brand, so it results in repeat purchasing behavior.
Kinnear (1995) Consumers like a brand and buy product of this brand.
Baldinger (1996) In addition to repeat purchasing behavior, the definition of
brand loyalty contains the attitude of preferring the brand,
and integrates the two conditions. Then we can call the
consumers have brand loyalty.
Why Do Customers Love MUJI? 14
Farr (1997) Consumers’ brand loyalty should contain behavioral and
attitudinal loyalty.
Source: Chin-Pin Chen, 2003, The Effect of Perceived Quality of Product on
Consumer Satisfaction and Brand Loyalty
Table 2
Brand Loyalty Measurement
Dimension Measurement Relevant Literature
Behavior Behavior of public praise Chaudhuri, et al. (2001)
Dimension of Repeat Purchasing Behavior Jacoby, et al. (1973)
Brand Loyalty Purchasing Quantity Taylor (1998)
Purchasing Frequency McIntyre (1998)
Recommendatory Behavior Sirgy and Samli (1985)
Attitude Loyalty of Self-cognitive Chaudhunri, et al. (2001)
Dimension of Taylor (1998)
Brand Loyalty Transfer to the competitor’s
Enduring Ability
Dick and Basu (1994)
Source: Chin-Pin Chen, 2003, The Effect of Perceived Quality of Product on
Consumer Satisfaction and Brand Loyalty
2.2 Experiential Marketing
The purpose of experiential marketing is to make customer experiences a good
marketing tool. Schmitt (1999) describes the experiential marketing process as:
Why Do Customers Love MUJI? 15
“sense, feel, think, act, and relate”.
The “Sense” module appeals to the senses with the object of creating sensory
experiences through sight, sound, touch, taste and smell. All personal psychological
senses, beliefs, motivation, learning and attitudes influence customers’ purchasing
behavior (Kotler, 1994). If occasionally the stimulation a sensory system receives is
not enough for people to use the stimulation to construct the event, then it will
become the sense of the event. Sensory stimulation should support and enhance its
objective with experiences.
“Feel” marketing appeals to a customers’ inner feeling and emotions, with the
objective of creating affected experiences, ranging from mildly positive moods linked
to a brand to strong emotions of joy and pride. What is needed for “feel” marketing to
work is a close understanding of what stimuli can trigger certain emotions, as well as
the willingness of the consumer to engage in perspective-taking and empathy
(Schmitt, 1999). Usually, only when customers use their direct experiences (e.g.
purchasing products) can they integrate their uncertainty about products and have
more stable attitudes about them.
“Think” marketing appeals to the intellect with the objective of creating
cognitive, problem-solving experiences that engage customers creatively. “Think”
targets customers’ potential thinking through surprise, intrigue and provocation
Why Do Customers Love MUJI? 16
(Schmitt, 1999).
“Act” marketing strategies are designed to create customer experiences related to
the physical body, longer-term patterns of behavior and lifestyles as well as
experiences occurring as a result of interacting with other people. The proper
marketing of real experiences critically depends on creating the right products,
stimulation, and atmosphere to stimulate different types of customers to take buying
action. One of the most successful ACT strategies is to locate marketing close to a
place where physical desires are most likely to arise. This way, you not only create an
experience but simultaneously reinforce it (Schmitt, 1999).
Customer value belief found that customers could be influenced by reference
groups when they are making decisions. “Relate” marketing expends beyond the
individual’s private sensations, feeling, cognitions, and actions by relating the
individual self to the broader social and cultural context reflected in a brand (Schmitt,
1999). “Relate” implies customers’ involvement with other people, self-idealization
and culture. “Relate” campaigns appeal to the individual’s desire for self-
improvement. These appeal to the need to be perceived positively by other
individuals.
2.3 The introduction of MUJI
MUJI are established to Japan in 1980, and open the first store in the Taipei
breeze square in April 2, 2004 (Figure 2), the merchandise style is up to 3500 kinds
Why Do Customers Love MUJI? 17
and carries according to the report that the store created beautifully scores about sale
2,500,000 dollar on the first day. And concerning its brand meaning is "have no
brand" and “good things”; therefore MUJI represent of the meanings is “good things
without brand”. Its concept is “not waste and simple”; the merchandise scope covers
clothing, living sundries, and stationery food. Especially, the clothing and the life
sundries are most popular.
Figure 2 MUJI shop in the department store
Perhaps everybody would suspect that, does it have the sense of reality about that
no logo goods. However, this young brand actually would enter to “100 big brands of
the word” easily by “World Brand Lab” evaluating. The place also has won fashion
leadership-GUCCI and the old high-quality goods shop – Hermes. Let people admire
the Japanese ability of to create the value and to mold image of the brand. The reason
of be elected is: “Let the spirit again to all, the simple and the no brand to trade one
kind of life concept and the life style in your mind, that are the most important
Why Do Customers Love MUJI? 18
product about MUJI.”
MUJI’s operation in the first month would to start making a profit in Taiwan, and
insist "simple" being strength. If we said the MUJI attention environmental protection
and simple, we was inferior to take out a vessel which without something, and let
people feel the thought of “Emptiness” which be transmitted by MUJI.
In addition, MUJI also make sure that “considerate” is the winning way .The
consumer can publish his/her own design creativity through the website and be
produced after getting to choose and MUJI also will pay a design fee. That director
says: “MUJI use a perfect design to removing the small uneasy and dissatisfied when
consumer's shopping. Not only let the consumer feel "this, very good”, and even
attain to “this, that’s ok”.”
No brand and the fine goods is an essential element to MUJI’s marketing, and the
life advocacy of simple, nature and quality are MUJI’s big creativity about marketing.
On the other hand, it claim to through sell merchandise to promote life advocacy, and
also claim to use life style to promote goods. So we purchased MUJI not only for
transaction behavior of goods, but also the psychological approval to MUJI’s life
style.
Why Do Customers Love MUJI? 19
Figure 3 The simple advertisement of MUJI.
MUJI originates from a supermarket and originally craves for to create the
simpler and the cheaper merchandise, but later become a respect for nature,
emphasizing simple as the main brand. In fact, the main reason is be affected by a lot
of Intermediate level customer, for example the office worker, student, young man,
there Intermediate level customers don’t favor famous brand, and also don’t like low
price product. MUJI can continuously provide reasonable price in the right time, and
let the customer enjoy the daily necessities of quality and tasty.
The first marketing assertion of MUJI was thoroughly simplified production line
and sales promotion to produce simple, quality goods but low price."There are reason
and cheapness" is a classic slogan at this time. Consequently, MUJI provided simply
merchandises without design completely in the beginning, and now MUJI put into a
great deal of amount design, and it uses the principle of the design of no design to
develop merchandise. The marketing advocacies of “less is more” become new rule of
Why Do Customers Love MUJI? 20
fashion life’s design.
Why Do Customers Love MUJI? 21
CHAPTER 3 RESEARCH METHODOLOGY
3.1 Conceptual Framework
Based on our research question and literature review, the five aspect of
experiential marketing are the independent variables and brand loyalty is the
dependent variable. Our purpose is to investigate that the impact on the five aspect of
experiential marketing: “SENSE”, “FEEL”, “THINK”, “ACT”, “RELATE” and brand
loyalty.
Thus, the conceptual framework of this study is below:
Figure 4 Conceptual Framework
Relate
Act Think
Feel
Sense
BrandLoyalty
Why Do Customers Love MUJI? 22
3.2 The Operating Definition of Research Variable
According to our conceptual framework, we illustrate our research variable:
I. Experiential Marketing:
We consult the concept of five aspect of experiential marketing which is averred
by Schmitt(1999):
(1) Sense:
These are sensual and tangible aspects of a product or experience that appeal to
the five senses of sight, sound, scent, taste and touch. Sense experiences are
particularly useful to differentiate products or services, to motivate potential
customers, and to create a sense of value in the mind of the purchaser.
(2) Feel:
Feel marketing is devoted to inducing affect (i.e. the creation of moods and
emotions) that adhere to the company and brand. Clearly, positive or negative feelings
toward a product or service will influence the extent to which it is consumed.
(3) Think:
The objective of think marketing is to encourage customers to engage in
elaborative and creative thinking that may result in a reevaluation of the company and
products.
(4) Act:
Why Do Customers Love MUJI? 23
Act marketing is oriented towards the creation of experiences through behavior
on the part of the customer, either privately or in the company of others. The goal is to
change long-term behavior and habits in favor of the particular product or service.
(5) Relate:
Relate marketing expands beyond the individual's private sensations, feelings,
cognitions and actions by relating the individual self to the broader social and cultural
context reflected in a brand. In other words, relate marketing plays upon the
identification of self with the context and associations bound up in the product or
service used.
II. Brand Loyalty:
When the competition brand provides the better competition strategy,
consumers still could continue the behavior to purchase your brand.
3.3 Hypothesis
Wen-Li Chen said there were four predictive variables for loyalty: “interior
ambience”, “sensitive consume”, “fashion style”, and “the frequency of each
month”; The total explained variance was 35%. Jr-Hua Liu said the web user’s
experience has positive effect to loyalty. Yu-Chun Liu found that the result of his
study will help enterprises to plan, design and operate their website from the
“experience” view and it will also strength customers’ loyalty and improve the
website’s performance in the experience economy era. Thus, our hypothesis is:
Why Do Customers Love MUJI? 24
Hypothesis: SEMS has significant positive effect to brand loyalty
H1: Sense module has significant positive effect to brand loyalty
H2: Feel module has significant positive effect to brand loyalty
H3: Think module has significant positive effect to brand loyalty
H4: Act module has significant positive effect to brand loyalty
H5: Relate module has significant positive effect to brand loyalty
3.4 Questionnaire Design
The questionnaire of this study refers to the measurement of Schmitt (1999) and
Aaker (1991). See Table 3, Table 4.
Table 3
Assessment Tools for Experiential Marketing
Sense The (ExPro) tries to engage my senses. (+)The (ExPro) is perceptually interesting. (-)The (ExPro) lacks sensory appeal for me. (-)
Feel The (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. (-)
Think The (ExPro) tries to intrigue me. (+)The (ExPro) stimulates my curiosity. (+)The (ExPro) does not try to appeal to my creative thinking. (-)
Act The (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. (-)
Relate The (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. (-)
Source: Schmitt, B. H. (1999). Experiential marketing. New York: The Free Press.231
Why Do Customers Love MUJI? 25
Table 4
The variable of brand from Aaker (1991) aspect
Brand Loyalty 1. I was satisfied/ dissatisfied with last purchasing experience.2. I be willing to purchase this product again.3. 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.
4. I be willing to promote this product to others.Source: David A. Aaker (1991), “Managing Brand Equity.” New Yourk: Free Press.
We use Schmitt experiential marketing and have five questions each aspect.
Thus, we all have 25 questions (Table 5). 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.
Table 5
Assessable aspect of experiential marketing and items of questionnaire
Assessable aspect itemsSense experience 1. Quality of MUJI of merchandises is really good.
2. Merchandises of MUJI are simple but design to let you like them.
3. Brand of MUJI and the label let you have deep impression.
4. The atmosphere, the music, and the overall shopping environment of the MUJI shop let you feel joyfully satisfies.
5. The whole performance of MUJI lacks the demand of feeling.
Feel experience 6. The environment of MUJI let me have warm feelings.
Why Do Customers Love MUJI? 26
7. The service attitude of MUJI lets me satisfy, receive the respect.
8. The non-brand meaning of MUJI makes me in a stew.9. The commodity of MUJI lets people feel that is in
keeping with the fashion.10. The whole performance of MUJI has not affected my
mood responseThink experience 11. MUJI’s product can simulate my curiosity.
12. MUJI’s product can make me feel surprising.13. MUJI’s product can simulate me the thinking of other
related thing, like lifestyle and environmental protection …etc.
14. MUJIs product can simulate my imagination.15. MUJI’s products never simulate my creative thinking.
Act experience 16. I would like to join the MUJI’s net community.17. MUJI holds special theme events attract me to
participate.18. MUJI reminds me of activities I can do.19. MUJI tries to make me think about my lifestyle.20. MUJI does not try to make me think about actions and
behaviors.Relate experience 21. MUJI causes me to establish the relations with the
others.22. The MUJI products can cause between me and friend's
discussion.23. MUJI enables me to have the sense of belonging to the
company.24. MUJI causes me to associate own social activity
arrangement.25. MUJI doesn’t let me receive identification with social.
Source: This study
We use one of the aspects from Aaker research and have three questions still use
Likert scale (Table 6). The format of a typical five-level Likert item is: strongly
disagree, disagree, neutral, agree, and strongly agree.
Why Do Customers Love MUJI? 27
Table 6
Assessable aspect of brand loyalty and items of questionnaire
Assessable aspect itemsBrand Loyalty 1. I won’t buy other similar brand because it has lower
price than MUJI.2. I will buy MUJI products next time.3. I will recommend MUJI products or service to other
people.Source: This study
Why Do Customers Love MUJI? 28
CHAPTER 4 STATISTIC ANALYSIS AND RESEARCH RESULT
This chapter is base on the statistic analysis of 63 valid
samples. According to our research questions and hypotheses,
we’re going to illustrate them in four sections.
First, we will analyze what types of customers come to MUJI and
how they behave by using descriptive statistics. Second, use
Pearson correlation coefficient to understand the relationship
between strategic experiential modules and brand loyalty. Third,
use regression analysis to show which module has the most
significant effect on brand loyalty. And the last, we average the
score of each questionnaire question in five experiential modules to
see what factor has the most powerful influence on consumer.
4.1 Sample Structure and Descriptive Statistics
Gender
In our 63 valid samples, we find there are 19 males and 44
females in Table 7, and 52 of them are still single, the other 11 are
married.
Table 7
Descriptive Statistic of demographic variables - Sex & Marital Status
Samples Percentage (%) Accumulative Percentage (%)
Why Do Customers Love MUJI? 29
Sex
Male 19 30.2 30.2
Female 44 69.8 100.0
Total 63 100.0
Marital Status
Single 52 82.5 82.5
Married 11 17.5 100.0
Total 63 100.0
Age
As you can see in Table 8, there are 2 people less than 20 years
old, 46 people are between 21 to 30 years old, 14 people are
between 31 to 40 years old, and only 1 person is over 40 years old.
Table 8
Descriptive Statistic of demographic variable - Age
Number of Samples Percentage (%) Accumulative Percentage (%)
Under 2021 ~ 3031 ~ 40 Over 40Total
2 3.2 3.2
46 73.0 76.2
14 22.2 98.4
1 1.6 100.0
63 100.0
Income Level
In 63 valid samplings, there are 17 people’s income level less
than 10,000 NT dollars, 7 people’s income level between 10,000 to
Why Do Customers Love MUJI? 30
20,000 NT dollars, 20 people’s income level between 20,000 to
30,000 NT dollars, and 19 people’s income level over 30,000 NT
dollars (See Table 9 ).
Table 9
Descriptive Statistic of demographic variables - Income Level (Per
Month)
Samples Percentage (%) Accumulative Percentage (%)
Under NT10,000 17 27.0 27.0NT10,000 ~ 20,000 7 11.1 38.1NT20,000 ~ 30,000 20 31.7 69.8over NT30,000 19 30.2 100.0Total 63 100.0
Education
We can see in Table 10, there is 1 person’s education below
junior high school, 1 person’s education is senior high, 38 people’s
education are university or college, and 23 people’s education are
graduate school.
Table 10
Descriptive Statistic of demographic variables - Education
SamplesPercentage
(%)Accumulative Percentage
(%)
Below junior high 1 1.6 1.6
Why Do Customers Love MUJI? 31
schoolSenior high school 1 1.6 3.2
University / college 38 60.3 63.5
Graduate school 23 36.5 100.0
Total 63 100.0
Occupation
Base on 63 valid samplings, there are 21 students, 4 military or
civil service workers, 8 people in manufacturing industry, 13 people
in service industry, 14 SOHOs, and 3 people with other occupation.
Table 11
Descriptive Statistic of demographic variables - Occupation
Samples Percentage (%)Accumulative
Percentage (%)
Student 21 33.3 33.3The military/civil service worker 4 6.3 39.7
Manufacturing industry 8 12.7 52.4Service industry 13 20.6 73.0SOHO 14 22.2 95.2others 3 4.8 100.0Total 63 100.0
Consumer Behavior Variables
We have summary all the consumer behavior variables in Table
12. This table shows that 60.3% people go to MUJI 11 to 20 times
per year, and 46% of them spend about 500 to 1,000 NT dollars
Why Do Customers Love MUJI? 32
each time.
In our 63 valid samplings, 23 people go to MUJI for shopping, 17
people go for popular products, 15 people go for on sale products,
and the rest of 8 people just hanging around to spend the leisure
time.
There are 88.9% people definitely will come to MUJI to purchase
again. Their overall satisfaction for MUJI reach to 58.7% feels good
about it, and 7.9% feels very good about it.
Table 12
Descriptive Statistic of consumer behavior variables
Samples Percentage (%) Accumulative Percentage (%)
How often do you go to MUJI per year?
1-10 times 17 27.0 27.011-20 times 38 60.3 87.321-30 times 6 9.5 96.8above 30 times 2 3.2 100.0
Total 63 100.0
How much do you spend each time?
under 500 22 34.9 34.9500-1,000 29 46.0 81.01,500-2,500 9 14.3 95.2above 2,500 3 4.8 100.0
Total 63 100.0
What’s your purpose to MUJI?
On sale 15 23.8 23.8Popular product 17 27.0 50.8Shopping 23 36.5 87.3Hanging around 8 12.7 100.0
Why Do Customers Love MUJI? 33
Total 63 100.0
Overall satisfaction
OK 21 33.3 33.3good 37 58.7 92.1very good 5 7.9 100.0
Total 63 100.0
Will you come to MUJI again?
Yes 56 88.9 88.9No 7 11.1 100.0
Total 63 100.0
4.2 Pearson Correlation Coefficient
This section is base on Pearson Correlation Analysis to analyze
the direction of experiential modules and brand loyalty. From Table
13, we find all the five experiential modules (Sense, Feel, Think, Act,
and Relate) have significant positive effect on brand loyalty.
“Relate Module and Brand Loyalty” has highest correlation
coefficient equal to 0.661; “Act Module and Brand Loyalty” is second
high with 0.651; “Think Module and Brand Loyalty” is third high with
0.625. The lowest is “Sense Module and Brand Loyalty” with only
0.416.
Why Do Customers Love MUJI? 34
Table 13
Pearson Correlation Coefficient of Experiential Modules to Brand
Loyalty
Sense Feel Think Act Relate Brand 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
4.3 Regression Analysis
In multiple regression analysis, we use brand loyalty as
dependent variable and experiential modules as independent
variables. According to Table 14, we can have a regression
equation:
Y = -0.751 + 0.132 X1 + 0.191 X2 + 0.267 X3 + 0.359 X4 + 0.289
X5
Where Y stands for brand loyalty, X1 is Sense, X2 is Feel, X3 is Think,
X4 is Act, and X5 is Relate.
Why Do Customers Love MUJI? 35
Among the five experiential modules, act module has the most
significant effect on brand loyalty. But the sense, feel, and think
modules don’t have significant effect on brand loyalty.
Table 14
Multiple Regressions of five Experiential Modules on Brand Loyalty
Unstandardized
Coefficients
Standardized
Coefficients t Sig.
B Std. Error Beta
(Constant) -.751 .580 -1.294 .201Sense .132 .184 .083 .715 .477Feel .191 .224 .119 .856 .396Think .267 .178 .195 1.499 .139Act .359 .169 .267 2.122 .038 **Relate .289 .170 .239 1.693 .096 *
R-square is 0.567
*P < 0.10, **P < 0.05
4.4 Reasons customers love about MUJI
This section, we average the score of each questionnaire
question in five experiential modules in order to see what the most
important factor to consumer is.
In Sense Module, people love MUJI’s product with simplicity
design (See Figure 5). In Feel Module, customers feel MUJI create a
comfortable shopping environment (See Figure 6).
Why Do Customers Love MUJI? 36
Figure 5 Bar Chart of highest score question in Sense Module
Figure 6 Bar Chart of highest score question in Feel Module
Why Do Customers Love MUJI? 37
In Think Module, most people have related thinking stimulate by
MUJI’s product, such as lifestyle or environment protection issues
(See Figure 7). Thus, in Act Module we find customers will take
action about thinking of their way of living (See Figure 8).
Figure 7 Bar Chart of highest score question in Think Module
Figure 8 Bar Chart of highest score question in Act Module
Why Do Customers Love MUJI? 38
In Relate Module, consumers feel that they can receive social
identity by using MUJI’s product (See Figure 9). And they are willing
to recommend MUJI’s products and services to others and make the
repeat purchasing (See Figure 10).
Figure 9 Bar Chart of highest score question in Relate Module
Figure 10 Bar Chart of highest score question in Brand Loyalty
Why Do Customers Love MUJI? 39
CHAPTER 5 CONCLUSION AND DISCUSSION
Based on the research of chapter 4, we make the suggestion that why customers
love MUJI.
5.1 Research 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 dividend when buying MUJI product. When MUJI hold
some special marketing activities, they also can attract the consumers. Like their
recently 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 issue the endorsement of
MUJI delicate design. Furthermore, MUJI stimulates people to think their everyday
things. The acrylic pitcher (See Figure 11) is the NO.1 of the “SO, I SEE!” election
activity. The special bottle design can be used upright and also be flat on the
refrigerator when lack of the space. The added basket can make cold tea during hot
summer or take it out when fill other drinks. Side of the straight-grip design, in
addition to lie down the pitcher also makes use easy catches when pouring the drink.
Why Do Customers Love MUJI? 40
Figure 11 Acrylic pitcher 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.
The questionnaire about action experience in our research display our sample
agreed in response to the question “Think of My Lifestyle. (See Figure 8)” In the
business, the life style became the tool that can help sales to target the customers, and
they could diligently let products to fit consumer's anticipation. For example, since
MUJI had been established, MUJI diligently pondered how to balance the subject
between new products’ development and save earth from destroy. After working for
years, 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 is not the first time MUJI imports organic cotton products, but
the price is reasonable rather than general market price. At the same time, MUJI
Why Do Customers Love MUJI? 41
product quality is better than others. This action reveals MUJI brand spirit fully—be
kind to earth.
5.2 Suggestion for Future Researches and Advice from Our Study
5.2.1 Advice from the Real Practice
We suggest MUJI could stimulate customers’ sense and feel that touched
customers more by increasing more marketing experiential about sense, feel, think,
and relate. Strengthen the close relationship between MUJI and consumers and let
them have a wonderful experience by providing good service or products. Therefore
influence their brand loyalty.
Schmitt (1999) emphasized that the feel of specific groups can provide a
powerful starting point for relate marketing experiential. Customers can chase the
sense of belonging or identifying by buying MUJI products. However, MUJI closed
with customers through offering co-brand credit card. The customer will identify
MUJI brand image and connection if they own MUJI co-brand credit card.
5.2.2 Restrictions in Study
Sampling location: Due to insufficient time and resources and widespread
locations of MUJI in Taiwan have been sampled. As a result, the conclusions could
not be properly applied to the satisfactions toward MUJI from all the consumers in the
whole Taiwan.
Sampling size: Due to insufficient time and resources, only 63 effective
Why Do Customers Love MUJI? 42
questionnaires have been collected. The conclusion would be more remarkable and
representative under a larger sampling size.
Why Do Customers Love MUJI? 43
REFERENCE
Chi-Pin Chen. (2002). The effect of perceived of quality product on consumer
satisfaction and brand loyalty – for con contact lenses lotion market in Taipei
city. Tatung university graduate school of management master thesis.
Jr-Hua Liu. (2000). A Study of the Relationship between Web User’s Experience and
Loyalty- The Case of Content Provider Sites. Chung Yuan Christian University
of information management master thesis.
Schmitt, R. (1999). Experiential marketing. Journal of Marketing Management, 15(1),
53-67.
Schmitt, B. H. (1999). Experiential marketing. New York: The Free Press
Urde, Mats. (1994). Brand orientation- a strategy for survival. Journal of Consumer
Marketing, 11(3), 18-32.
Wen-Li Chen. (2003). An Empirical Study on the Relationships among Space Image,
Life Style, and loyalty of the Starbucks' Customers. Chung Yuan Christian
University of interior design master thesis.
Watanabe Yonehide. (2006). Innovation of MUJIRUSHI. The Shogyokai Publishing
co.LTD.Japan.
Yu-Chun Liu. (2003). The Effects of Experiential Marketing and Relationship Bonds
to the Online Loyalty. I-Shou university of management of science master thesis.
Ye-Chuen Li (2008). A Discussion of Applying Experiential Marketing to Leisure
Why Do Customers Love MUJI? 44
Agriculture with AHP. Journal of American Academy of Business, Cambridge,
ABI/INFORM Global pg. 98
Why Do Customers Love MUJI? 45
APPENDIX
Dear all: This is a questionnaire about MUJI’s experiential modules and the relationship with brand loyalty. This is only used for class research. Please finish filling out this questionnaire patiently. All data are only used for academic research. Finally, thank you for your support and assistance very much.
National Chiao Tung University Management ScienceThe research team of marketing management
PART 1 Experiential Modules
□ □ □ □ □
1. Quality of MUJI of merchandises is really good. □ □ □ □ □2. Merchandises of MUJI are simple but design to let you
like them. □ □ □ □ □ 3. Brand of MUJI and the label let you have deep
impression. □ □ □ □ □4. The atmosphere, the music, and the overall shopping environment
of the MUJI shop let you feel joyfully satisfies. □ □ □ □ □5. The whole performance of MUJI lacks the demand
of feeling. □ □ □ □ □6. The environment of MUJI let me have warm feelings. □ □ □ □ □7. The service attitude of MUJI lets me satisfy, receive
the respect. □ □ □ □ □8. The non-brand meaning of MUJI makes me in a stew. □ □ □ □ □9. The commodity of MUJI lets people feel that is in
keeping with the fashion. □ □ □ □ □10. The whole performance of MUJI has not affected my
mood response. □ □ □ □ □
Strongly disagree
Neutral
Disagree
Agree
Strongly agree
Why Do Customers Love MUJI? 46
11. MUJI’s product can simulate my curiosity. □ □ □ □ □12. MUJI’s product can make me feel surprising. □ □ □ □ □13. MUJI’s product can simulate me the thinking of other related thing,
like lifestyle and environmental protection …etc. □ □ □ □ □14. MUJI’s product can simulate my imagination. □ □ □ □ □15. MUJI’s products never simulate my creative thinking. □ □ □ □ □16. I would like to join the MUJI’s net community. □ □ □ □ □17. MUJI holds special theme events attract me to participate. □ □ □ □ □18. MUJI reminds me of activities I can do. □ □ □ □ □19. MUJI tries to make me think about my lifestyle. □ □ □ □ □20. MUJI does not try to make me think about actions
and behaviors. □ □ □ □ □21. MUJI causes me to establish the relations with the others. □ □ □ □ □22. The MUJI products can cause between me and
friend's discussion. □ □ □ □ □23. MUJI enables me to have the sense of belonging to
the company. □ □ □ □ □24. MUJI causes me to associate own social activity
arrangement. □ □ □ □ □25. MUJI doesn’t let me receive identification with social. □ □ □ □ □
PART 2 Brand Loyalties
1. I won’t buy other similar brand because it has lower price than MUJI □ □ □ □ □
2. I will buy MUJI products next time. □ □ □ □ □3. I will recommend MUJI products or service to other people.□ □ □ □ □
PART3 Consumer Behavior
1. How many times you go to MUJI to expend during a year?
□1~ 5 times □6~10 times □11~15 times □16~20 times
□21~25 times □26~30 times □Over 30 times
Why Do Customers Love MUJI? 47
2. How much money you approximately spend in MUJI each time?
□Below $100NT □$100NT~$500NT □$500NT~$1000NT
□$1000NT~$1500NT □$1500NT~$2000NT □Over $2000NT
3. What is your purpose when you go to MUJI? (Choose one)
□Buy the special price products □Buy the popular products
□Shopping □Hanging around □Others:
4. What is your satisfaction of MUJI overall?
□Very Good □Good □Neutral □Bad □Very Bad
5. Are you willing to expend on something in MUJI next time?
□Yes □No
PART 4 Personal Basic Data:
1. Sex:
□Male □Female
2. Age:
□Under 15 years old □16~20 years old □21~25 years old
□26~30 years old □31~40 years old □41~50 years old
□51~60 years old □Older than 60 years old
3. Marital status:
□Unmarried □Married
4. Education:
Why Do Customers Love MUJI? 48
□Junior High School (including below) □Senior High School
□Five years college □University □Graduate school (including above)
5. Career:
□Student □ The military/civil service worker □ Manufacturing
industry
□ Service industry □SOHO □ Others
6. Available Income:
□ Below 5000 □ 5000~10000 □ 10000~15000 □ 15000~20000
□20000~30000 □30000~50000 □ Above 50000