A Study of The Effect of Cartoon Trade Character On Product Recognition and Consumer Behavior on Cartoon Trade Character Derivative Product.
| Autor: | Chen-Yin Chen, 陳貞吟 |
|---|---|
| Rok vydání: | 2001 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 89 In the severe change of economic prosperity, to effect sales in the consumption markets will be no longer efficacious if it puts on sale by traditional way, so every proprietor wants to take an active part in transformations. It’s an example that one uses the effect of cartoon trade characters on product recognition for sale. In recent years the derivative products of cartoon trade characters have become the new pets of consumers in Taiwan, and have moved largely from the main targets in children’s markets into the adult markets as well. The purposes of this study are to understand the viewpoints and behavior of consumers on the derivative products of cartoon trade characters and to probe and investigate systematically into it, so that the suggestions for effecting sales are proposed. The object of this study is aimed at the college students in Taipei cities, using two stage stratified cluster random sampling, it totals 1,422 pieces of valid public survey with ±0.026 error of estimation. This study is based on fashionable lifestyle, it divides consumers into 5 groups of market segmentations, ‘the following of fashion’, ‘the ardent of fashion’, ‘the mean at fashion’, ‘the superior of fashion’, ‘the avoiding of fashion’, under these segmentations it probes into the fundamental characteristics and behavior of consumers, and the viewpoints of consumers in the effect of cartoon trade characters on product recognition. Finally, with some conclusions obtained by this study, we offer some proposals for effecting sales: 1. The major target market on the derivative products of cartoon trade characters is the ardent of fashion, and the minor target market on it is the following of fashion, with about 42.96% hidden capacity in the whole markets. 2. Because there is a stable level in the Mickey Mouse products, when choosing stores, we can take account of business circles or department stores, we also think about high relative price method, and must enhance the effect of urging to sell. 3. In the aspect of Hello Kitty products, it is important to enhance its quality, when choosing stores, we can take account of business circles or department stores, nevertheless, it is more important to let consumers have a feeling of owning an excellent thing that beyond its value. 4. Not to be replaced easily, the derivative products of cartoon trade characters must be paid much attention to its quality. Keywords: Cartoon Trade Character, Derivative Product, Consumer Behavior, Market Segmentation, Lifestyle |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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