Customer’s Brand Knowledge and Brand Preferences on Purchasing Scientific Analytical Instruments in Taiwan

ASIA unversity > 管理學院 > 經營管理學系 > 博碩士論文 > Item 310904400/100911

Please use this identifier to cite or link to this item: http://asiair.asia.edu.tw/ir/handle/310904400/100911

Title:	Customer’s Brand Knowledge and Brand Preferences on Purchasing Scientific Analytical Instruments in Taiwan
Authors:	Ponnusamy, Vinoth-Kumar
Contributors:	經營管理學系
Keywords:	Brand Knowledge;Brand Preferences;Scientific Analytical Instruments;Taiwan
Date:	2016
Issue Date:	2016-08-17 05:23:28 (UTC+0)
Publisher:	亞洲大學
Abstract:	The importance of brand knowledge in the customer’s memory is highly essential, because it determines what comes to mind when a customer thinks about a brand. In common, high levels of brand awareness and positive brand image enhance customers’ loyalty and competitive advantage. Brand awareness and brand loyalty are also directly connected to brand knowledge. This research study attempts for the first time to evaluate the customer’s knowledge, brand preference, brand loyalty of Scientific Analytical Instruments in Taiwan. The research analysis was executed by conducting a survey in Jan 2016 among the users of scientific analytical instruments in Taiwan. Most analytical instrument companies spend lots of budget on commercials on each year to create customers’ brand awareness. They are competing with advertisements by marketers’ every year. With all of the clutter, how do company marketers convey the brand knowledge to analytical instrument users that is crucial to creating brand loyalty and the success of a brand? This study attempted (1) to estimate the level of the user’s/customers’ knowledge of brands, (2) to determine whether the brand knowledge have an influence on analytical instrument purchasing, and (3) to find out what kind of brand attributes are influential to customers on analytical instrument purchasing in Taiwan. The survey results exhibit that Agilent technologies is ranked number one and Waters Corporation is ranked two in terms of its brand attributes and brand reputation and customer awareness. ThermoFisher Scientific and AB Sciex are not top brands in Taiwan; however, they showed in middle level ranked companies in terms of its brand attributes and needs to improve its brand reputation and customer awareness in order to elevate its rating in the market. Nevertheless, the number of companies who purchased analytical instruments from ThermoFisher Scientific and AB Sciex in the past and are willing to purchase in the future is high, which can be interpreted as reflecting a high level of customer satisfaction and brand awareness. Survey results analysis also indicated that instrument quality, ease of use, durability of instruments, price, and brand reputation are major factors in overall rating of brands. Results also showed that sales or marketing representatives’ visits, participation in tradeshows or conference or exhibition, and email advertisement are the most effective marketing activities to promote analytical instruments.
Appears in Collections:	[經營管理學系 ] 博碩士論文

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