Reaserch On Brand Personality Of Chain Convenience Stores

With the development of competition in the market and the needs of the consumers, Brand personality has become a emotional ties between consumer and brand if the enterprise must gain customer's loyalty in the competition. In Taiwan there are per 2,500 people in a convenience store, is the world's highest density of convenience stores region. How can build brand personality traits and can cause consumer sentiment echoed as a need to study the subject.It becomes a subject to be studied that how can build brand personality traits and arouse the consumer emotion sympathy. This paper embarked from the brand personality's development process, has discussed the related brand personality fundamental research review,then use 7-11 for this case to a preliminary study on the subject.First,we designs the questionnaire through the American scholar's personality special characteristic constitution table's words and expressions to carry on the investigation to Taiwan consumer's personality special characteristic,then re-design the questionnaire according to the survey,Finally, we use the questionnaire to investigate 7-11 brand personality characteristics, as well as consumer groups and the characteristics of the consumption structure。Our preliminary investigation by the relevant projects of the validity of the analysis and correlation analysis shows that the theme findings, that is 7-11 in the eyes of the consumer brand personalization features. Unity can be found in convenience stores in Taiwan's industry leadership position and market leadership position, as reflected in the description of consumer brands can be seen on the "leading edge" as a unified brand stores convenience stores of the characteristics of personality First, trusted, it is pleasant, professional uniform stores are also characteristics.The study also pointed out that the direction of further study and research limitations.