The study of the relationship between Authenticity and Perceived Risk – A case study of Fast Moving Consumer Goods
| Autor: | Han-wen Lin, 林瀚文 |
|---|---|
| Rok vydání: | 2008 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 96 Integrated Marketing Communication (IMC) makes the market blooming. Consumers have been deeply influenced by ideas, images and copies. With various information channels, the cost of Marketing Communication is decreasing, and the man-made effects are larger! But in this circumstance, we have concerns. What is reliable in the journey of purchase decision made by consumers? Are the commodities they really want? Marketers make more sales and performances by marketing mix, but is there any Win-Win in this thought? We focus on particular consumer food, and try to figure out the relationship between "Authenticity", "Impulse Purchase", "Brand Equity", "Customer Satisfaction" and "Perceived Risk." Besides, we want to examine the variation of actual behavior on this five constructs, while the respondents have different demographics, channel choices and purchase behavior. Our findings indicate that Authenticity of commodities has a significant positive effect on Impulse Purchase, Brand Equity and Customer Satisfaction, a significant negative effect on Perceived Risk. In other words, beyond the marketing campaigns, Authenticity is a very important reception to consumers. It will make influences mentally, and change the journey of purchase decision. In the other side, the analysis shows that demographics, channel choices and purchase behavior will make the behavior on the five issues different! The final conclusions are exposed as following: 1.Market Segmentation should be considerable, and be the foundation of marketing strategies. Marketers must hold the concept of "Segment Marketing", handle the promotion campaigns of the last mile to consumers and get their favor, since the marketing resources are limited. 2. Authenticity of commodities should be valued, and consumers would be much moved. Although there are too many marketing operations, the most important factor that really impacts consumers is the original value and pleasure of commodities. Any enterprise should be sincere to provide goods or services, and the experiences to consumers in depth. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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