Record Details

A Qualitative Research on Brand Sensitivity: Traditional Chinese Medicine Health Products

GSTF Journal on Business Review

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Field Value
 
Title A Qualitative Research on Brand Sensitivity: Traditional Chinese Medicine Health Products
 
Creator CHENG, Lee-chuen
 
Description Brand sensitivity is the extent to which consumers actively consider brand information when making buying decisions [1], [2]. When consumers buy products of a certain category, they differentiate between brands. Different brands offer different values to consumers and thus brand differentiation affects consumers buying behavior. This study has two objectives. Theoretically, this study enhances the understanding of brand sensitivity and it attempts to identify antecedents of brand sensitivity and its influence on consumer buying behavior. Practically, business organizations dealing in traditional Chinese medicines (TCM) can have an in-depth understanding of their consumers so that they can develop more effective brand strategies to increase their competitive advantages.
Based on the review of extant literature and the result of the qualitative research, this study indicates that TCM consumers have multi-levels of needs and wants. If matched with the benefits of branded products offered by marketers, consumers have a high sensitivity towards certain brands and they develop brand preferences. Thus it affects consumers buying decisions.
 
Publisher GSTF Journal on Business Review (GBR)
 
Date 2018-01-02
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier http://dl6.globalstf.org/index.php/gbr/article/view/818
 
Source GSTF Journal on Business Review (GBR); Vol 3 No 4 (2014): Journal on Business Review (GBR)
2251-2888
2251-2888
 
Language eng
 
Relation http://dl6.globalstf.org/index.php/gbr/article/view/818/757
 
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