English  |  正體中文  |  简体中文  |  Items with full text/Total items : 17744/20032 (89%)
Visitors : 7363662      Online Users : 315
RC Version 7.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    Please use this identifier to cite or link to this item: http://ir.cnu.edu.tw/handle/310902800/24417

    標題: 品牌對消費者消費決策影響之研究-以大台南地區咖啡連鎖店為例
    The Study on Purchase Decisions Made by Brand Effect – A Case of Coffee Chain Store in Tainan
    作者: 蔣寶儀
    貢獻者: 嘉南藥理科技大學:休閒與空間資訊研究所
    關鍵字: 行銷策略
    Marketing Strategies
    Consumer Behavior
    Purchase Decisions
    日期: 2011
    上傳時間: 2011-10-24 15:02:19 (UTC+8)
    摘要: 本研究的主要目的在探討消費者消費決策行為是否受產品品牌的知名度影響,並以時下流行的咖啡連鎖店為探討主要對象。研究以大台南地區連鎖咖啡店消費的消費者為調查對象,以便利抽樣(simple random sampling)方式進行問卷調查,共發出350份問卷,回收350份,剔除填答不全之無效問卷29份後,有效問卷共為321份,問卷有效率為92%。資料回收後以描述性統計(descriptive statistics)分析、獨立樣本t考驗(t-test)、獨立樣本單因子變異數(oneway-ANOVA)分析等統計方式進行資料處理與分析,獲得結果分述如下:
    The main purpose of this study is to explore if a brand’s popularity does affect customer’s purchase decision, focusing on current coffee chain stores in Tainan Area. The questionnaire survey is carried out with simple random sampling. 350 questionnaires have been sent out for this survey. Except 29 invalid ones, the questionnaire effectiveness is 92%. All the feedback data are analyzed with descriptive statistics, t-test, and oneway-ANOVA. The results are distinctively stated as the following:
    1. Consumers with different taste do apparently show their brand preference while shopping for coffee. Name brand coffee appeals to more single consumers, about 71.3% of the participants. Their age mostly ranges from 21 to 30 because consumers of this age range are almost students and office workers with much more leisure time for coffee. As for educational background, 241 participants with college degree are in the majority, 75.1%. 103 students by occupation hold 32.1% of the participants, and 141 ones of paid social class (43.9%) earn less than NT$18,000 monthly.
    2. For individual attribute, consumers indeed hold diverse recognition attitude toward name brand marketing of coffee chain store. The difference is remarkably revealed on “occupation” and “incomes”; that is, students (32.1%) and those who earn less than NT$18,000 monthly (43.9%) value more about name brand marketing.
    3. The marketing strategies of name brand coffee chain store do affect consumers’ purchase decisions. Consumers pay much attention to the image and popularity of a brand, and these two factors do influence their patronizing. There are obvious differences in purchase decision while considering consumers’ age, occupation, or incomes.
    關聯: 校內校外均不公開,學年度:99,174頁
    Appears in Collections:[休閒保健管理系(所)] 博碩士論文

    Files in This Item:

    File Description SizeFormat

    All items in CNU IR are protected by copyright, with all rights reserved.

    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback