Exploring the Brand Image of PX Mart in Tainan Sinying Area- An Application of Zaltman Metaphor Elicitation Technique

Brand is a very important intangible assets of an enterprise. The development of the brand can expand the business, not only in terms of tangible profits, but will also create a higher market value. Business competition has increasingly blurred in recent years due to consumers choice for diversification. Researchers needs better method of gaining an insight into people inner thoughts and their needs in order to understand the consumers desire for a corporate brand image and how to satisfy them.    Although many studies on corporate brand image had been undertaken in the past but have not avail of the qualitative ZMET（Zaltman Metaphor Elicitation Technique） approach to it. The need for a better research in understand people inner thoughts and to tap what people really want is to have the ZMET. Thus, this study of ten consumers were conducted and said research using the ZMET to explore the respondent PXmart enterprise (brand) image.     The study were able to gathered some consensus regarding PXmart from Hsu Chung-Jen, President Chain Store Corporation, the young generation, Mr. PXmart, CEO, cheap,agri-zone,impressive,corporat social responsibility, the second-generation shop , small farmers and so on. The above mentioned diverse sectors may provide Pxmart a good knowledge of its consumers inner thoughts and feelings, in order to promote future business image building.