Study Of Factors Affecting Brand Loyalty Of Fujian Oolong Tea

Fujian oolong tea is not only faced with the fierce competition of oolong tea from Taiwan and Guangdong, but also to be faced with the rest of famous teas in china, such as Longjing tea, Pu'er tea, etc. In response to pressure from various quarters, Fujian oolong tea company are aware of necessity and urgency to foster consumer loyalty. The research of consumer brand loyalty on other goods are more than of teas, which is few at home and abroad. The research on brand loyalty in Fujian oolong tea has not been reported. So,it take brands of Fujian Oolong tea as an object, and carries on the random sample to consumers of Fujian Oolong tea in 2009 in fuzhou. Based on consumer survey data, it uses structural equation model to analysis factors affecting brand loyalty of Fujian oolong tea.Factors affecting brand loyalty of Fujian oolong tea are discuss from two Aspects. First, there are Enterprise marketing, such as quality, price, marketing channel, advertisement,etc.. Second, there are Consumer Attitude, such as the attitude of the consumer to time, self-image, related groups, risk manner and so on. Studies have shown that the sensory quality of Fujian oolong tea, the price reasonable, buying convenience, advertising,the attitude of the consumer self-image and risk aversion have very significant positive effects to brand loyalty of Fujian oolong tea;"consumers emphasis on related groups"has a very significant negative impact."consumer emphasis on time"has not a significant impact.On this basis, seven proposals are put forward to enhance brand loyalty of Fujian oolong tea.1. To maintain good quality of products, improve brand reputation in Fujian oolong tea. 2. To develop a reasonable price, cultivate long-term stability of consumption groups in Fujian oolong tea. 3. To simplify distribution channels of the market, make closer to consumers in Fujian oolong tea. 4. To use media advertising effects, convey the brand image of Fujian oolong tea and corporate image. 5. To Shape products in line with the self-concept of target consumer group, enhance the brand image of Fujian oolong tea. 6. To pay attention to the product after-sales service, enhance brand loyalty in Fujian oolong tea. 7. To use the marketing compound strategy, enhance brand awareness in Fujian oolong tea.