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題 名 | 連鎖性零售業的消費調查與分析--以批發百貨業為例=A Practical Study of the Analysis and Survey of Consumer Behavior in the Chain Store |
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作 者 | 楊敏里; 蔡武德; | 書刊名 | 高雄工商專校學報 |
卷 期 | 26 1996.12[民85.12] |
頁 次 | 頁195-208 |
分類號 | 496.3 |
關鍵詞 | 連鎖店; 消費行為; 垂直行銷系統; Chain store; Consumer behavior; Vertical marketing system; |
語 文 | 中文(Chinese) |
中文摘要 | 經營管理方式隨時代變遷逐漸改變,由大量生產化(mass production)至大量顧 客化( mass customization )的轉變,其理論重點從生產面的效率趨向顧客的需求與滿足 ;因此,大量銷售的連鎖業其顧客的消費特性之分析很重要。本文旨在探討消費者至連鎖批 發百貨店的動機與其選擇商店的考量因素及相關問題,採用市場調查的方法,統計交叉分析 的結果顯示, 65.84 %的顧客其逛連鎖百貨店是想購買東西, 逛店間隔一個月以上者佔 50.14 %, 月收入 $40,000 以上者每次平均消費金額為 $3,000 元以上,選擇商店重視因 素主要為安全措施、品質好與價格合理,最後並提出供業者參考建議。 |
英文摘要 | During the time change, the managerial style is shifting from mass production to mass customization. It cause managerial principles key points to modify from production efficiency to customer orientation and customer satisfaction. Thus, the study customer behavior is very important. This paper aims to survey the motivation and selecting reasons for consumers to visit chain stores. The methodology is to use survey research to 500 persons. The results show that consumers visit chain store, for intention to buy by 65.4%; the purchasing amount is over NTD 3,000 priority by the person whose income NTD 40,000per month; the duration to visit chain stores is over one month by 50%; the priority to select a chain store is safety device, quality service and reasonable price. Finally, it make a conclusion and suggestion to the practitioner. |
本系統中英文摘要資訊取自各篇刊載內容。