Opportunities analysis on built-in restaurant of hypermarket
| Autor: | LIU,CHENG-LI, 劉正禮 |
|---|---|
| Rok vydání: | 2016 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 104 In recent years, due to the development of virtual paths, more and more consumers do not need to go real shopping. Between each other has become increasingly competitive retail industry, especially in discount sales industry growth is almost zero.They have tried to carry out cross-cutting format portfolio propose new innovative service models. Wherein, Costco, IKEA, a new pattern of discount mode combined with self-catering, resulted in performance contrarian growth. When a consumer goes to a discount store, the first will be in accordance with its own lifestyle to consider creating their impression of the store, and then decide whether to consume. This study will focus on the consumer has a built-restaurant shops discount stores of the impression, and learning about its intention to purchase provided the cafeteria, and the existing food court and cafeteria comparison, consumers will be more inclined to buy what kind of form. Hoping to explore overseas discount stores catering combined business model, we can give busy people, both restaurants, convenient, comfortable shopping environment to provide domestic industry with reference to marketing strategy development. This study used convenience sampling method, select north, central and south within the supermarkets questionnaires. Mainly in Taiwan over the age of 20 the community serves as an object, recovering a total of 254 valid samples. The survey found that most of the discount store to buy the products consumers cafeteria better than the current intention of Food Street, the main audience preference 31-40 years younger and engage in business class based work, willing to spend money in the $ 300-400 between meal consumers will stay in discount stores more than two hours. Different types of lifestyle consumers will store cafeteria impression shops and purchase intentions significant differences. One independent consumer preferences cooking healthy independent living, convenience and attention to commodity style; Enjoy buyer and love casual-eating customers in the store to give a comfortable environment, and attractive design style a high evaluation, and that the new type of discount stores provides a leisure place to relax for a chat. It is proposed that the bright and spacious, health and hygiene, casual style, hope can be used as hypermarket market segmentation features, in addition, hypermark store impression can enhance the impression of self-catering purchase intent, should be directed more multivariate and both dining direction. Our final estimate catering market size of about 104.3 billion a year, the size of the market should not be underestimated, hoping to provide a hypermarket to the domestic retails as a reference to set the cafeteria. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
| Externí odkaz: |
|