Research On The Factors Influencing Consumer Repurchase Intention On Fast Moving Consumer Goods

The issue how to gain customer retention has always been a research focus on marketing research. Competition is becoming more and more vigorous, the cost of generating a new customer is believed to be four to six times the cost of keeping an existing customer. Therefore,consumers'repeat purchases are the principle sources of firms'profit,it is important to understand what factors influence customers'repurchase intentions.At present, in accordance with enterprise's own characteristics and the calculations of market transaction's costs, the focus of competition of enterprises has begin to change from attracting new customers to promote customers to repurchase and recommendations. According to Pareto's law, 20 percent of the enterprises'loyal customers gave 80 percent of the profits of the companies. On the existing customer relationship management, in particular how to help existing customers making repurchase decision has become the focus of many enterprises.The thesis focuses on the problem of customer repurchase intention, a measurement indicator of loyalty. Influencing factors of Customer's repurchase intention were reviewed and questioned based on various theories of the customer repurchasing intention made by research scholars at home and abroad. The hypotheses about the factors Influencing consumer repurchases intention of Fast Moving Consumer Goods are made and proved by the means of empirical study based on the data from the cleansing foam industry. The result of this study can provide reference for enterprises to develop their marketing strategy in coherence with customer's purchasing need and to meet customer's buying behavior.