The Research on the Purchasing Evaluation Factors of Household Air Conditioner of Taiwan Consumers
| Autor: | Ya-Ching Chen, 陳雅琴 |
|---|---|
| Rok vydání: | 2007 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 95 Considering of climate environments and government policy, huge differences of living environments and life styles are existed in North, Middle and South regions in Taiwan. This investigation would analyze consumers’ key demand of evaluation factors on “air-conditioner”. Eventually, this result could be as a marketing guide for air- conditioners’ promotion in the future. Evaluation factors are expanding to 24 variables whether foundation in four variables of marketing-mix, as product, pricing, place and promotion and to collect consumers’ data by survey filled-in for statistics analysis. After factor analysis of statistics, 24 variables could be compress into 7 factors - Price, Promotion & Reputation, Convenience, Guarantee, Rely, Brand Image and Functional factors for further consideration. This study indicates consumers in different regions obviously request most on Promotion, Convenience and Guarantee factors. Furthermore, base on seven factors, this study indicates that the Household Air Conditioner Consumers could be dividing into four clusters by cluster analysis of statistics as Product-leading, Guarantee-seeking, Value-leading and Shopping-ease. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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