Based On The Product Vision Long Loyalty Research

As market competition intensifies, the gap between similar products or services is getting smaller and smaller, likewise the evolution of growing homogenization trends within the industry. Meanwhile, new products and brands continue to enrich the existing market. Thus, the costs for attracting and maintaining customers’purchasing are getting higher and higher. Above factors together are profoundly changing consumer behavior and shopping habits. During this process, increasing customers shift from uni-loyalty to multi-loyalty gradually. That is to say, for the same product category, customer preference includes several brands, customer will repeat choosing them. Therefore, how to attract consumers in such a shopping environment, and how to establish and maintain a loyal relationship, these matters become an important proposition have to be answered for academic research and business practices.Although such commercial phenomenon is commonplace in real life, research to explore reasons and formation mechanism behind is still not extensive. In this study, on the basis of review of domestic and foreign scholars, through the quantitative analysis of the211survey data, distinguish multi-loyalty and uni-loyalty from each other, and divide them into two groups, which lump together in previous studies. With a method of combining normative research and empirical research, we build up multi-loyalty driven model from product perspective in theoretical level. In order to represent women cosmetics, we set female toner as research object. After that, we select multi-loyal customer group, and then probe into shopping habits and consumer experience in depth. The results show that the degrees of homogeneity, customer involvement and functional preference of purchasing exert a positive effect to the formation of multi-loyalty. In contrast, the uniqueness of product personality has no significant effect to multi-loyalty.To explore the distinctions of different loyalty from product perspective, this study goes a step further. It borrows AMOS multi-group analysis, and confirms the uni-loyal group and multi-loyal group have significant differences in four dimensions of product perspective. Specifically, the homogeneity of multi-loyal group significantly higher than the uni-loyalty group, involvement is significantly lower than the uni-loyalty group; Functional preference of purchasing of multi-loyal group is significantly higher than uni-loyalty group, while symbolic and experiential preferences of purchasing are significantly lower than uni-loyalty group; Uniqueness of product personality needs for multi-loyalty group is significantly lower than uni-loyalty groupFrom theoretical level, this paper enriches multi-loyalty research, initially gives a clear explanation to distinctions for different types of loyalty in customer shopping habits, and provides new a train of thought to look at loyalty matters from a product perspective. From practical level, results of this research not only find out theoretical basis on how to define the nature of a product in commercial practice, how to screen customer loyalty types and how to segment market accurately, but also give some advice to enterprise long-term strategic joint, within-industry or cross-industry alliance. Besides, it provides a feasible path to intensive marketing for enterprise.