A Study on Livestock Products Brand Loyalty of University Students

摘要

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 383 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.