Customers’ Opinions about Yili
Chen, Yuxi (2014)
Chen, Yuxi
Savonia-ammattikorkeakoulu
2014
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201405229356
https://urn.fi/URN:NBN:fi:amk-201405229356
Tiivistelmä
After the “The Milk poisoning incident” in 2008 and a series of quality problems at Yili, Yili lost many customers’ confidence and these crises caused a lot of damage to the sales, corporate image, and reputation of Yili. In order to repair the situation, Yili took steps to rebuild favorable impression on customers. The topic of this thesis is about the customers’ opinions about Yili after these actions.
Based on the understanding of professional knowledge, this thesis adopted quantitative research method and the specific form of the research is survey with a questionnaire, which was sent to people in Anhui province. The number of respondents was 126 (50 paper questionnaires and 76 online questionnaires) and the tool for analyze survey was Webropol.
The result of the questionnaire show that the measures received considerable acclaim and most of the customers have a better impression about Yili after the actions, however, some customers do not know about the actions and are still worried about the quality of products. Yili should improve the quality and adopt more conduct marketing communications about the actions, products and the company.
Because of the limitation of my ability, the number of questionnaires is not enough for the common summarization of Anhui province, and the answers might not be universal among the Anhui province, but this thesis is based on the theory foundation and the analysis of the Chinese dairy market environment, the results still have high reference value for the analysis of current customers’ opinions about Yili.
In order to achieve more reliable results, the number of the respondents should be increased and group sampling should be used according to the specific conditions of the target population.
Based on the understanding of professional knowledge, this thesis adopted quantitative research method and the specific form of the research is survey with a questionnaire, which was sent to people in Anhui province. The number of respondents was 126 (50 paper questionnaires and 76 online questionnaires) and the tool for analyze survey was Webropol.
The result of the questionnaire show that the measures received considerable acclaim and most of the customers have a better impression about Yili after the actions, however, some customers do not know about the actions and are still worried about the quality of products. Yili should improve the quality and adopt more conduct marketing communications about the actions, products and the company.
Because of the limitation of my ability, the number of questionnaires is not enough for the common summarization of Anhui province, and the answers might not be universal among the Anhui province, but this thesis is based on the theory foundation and the analysis of the Chinese dairy market environment, the results still have high reference value for the analysis of current customers’ opinions about Yili.
In order to achieve more reliable results, the number of the respondents should be increased and group sampling should be used according to the specific conditions of the target population.