頁籤選單縮合
題 名 | 運動飲料產品屬性與飲用時機對消費者購買行為之影響=The Effect of Product Attribute and Drinking Occasion in Purchasing Sports Drink |
---|---|
作 者 | 蔡玲瓏; | 書刊名 | 美和技術學院學報 |
卷 期 | 18 2000.08[民89.08] |
頁 次 | 頁103-117 |
分類號 | 496.34 |
關鍵詞 | 運動飲料; 產品屬性; 飲用時機; Sports drink; Product attribute; Drinking occasion; |
語 文 | 中文(Chinese) |
中文摘要 | 本研究主要的目的在了解不同消費族群中,其購買行為及購買習性之分析及探討選購產品的原因。其次在了解各族群消費行為是否有明顯的差異性,並找出各種廠牌運動飲料之品牌屬性。最後探討運動飲料的可替代商品與購買者忠誠度,做為廠商擬定行銷策略的依據。 |
英文摘要 | The research intends to understand buying behavior and habits in different consumption groups. The author analyzes the reasons of selecting products, investigates the difference among the groups, and finds out brand attributes of each sports drink. Also, possible replacement and buyer loyalty are discussed for companies to develop their own marketing strategies. |
本系統中英文摘要資訊取自各篇刊載內容。