頁籤選單縮合
題 名 | 消費者購買洗髮精的決策行為之研究--以南臺工商專科學校之學生為例 |
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作 者 | 陳明分; | 書刊名 | 南臺工商專校學報 |
卷 期 | 20 1994.11[民83.11] |
頁 次 | 頁37-40 |
分類號 | 496.2 |
關鍵詞 | 購買決策; 購買行為; 洗髮精; Buying decision; Buying behavior; Shampoo; |
語 文 | 中文(Chinese) |
中文摘要 | 近年來,由於國民所得大量提高,消費者所要求的品質格調也相對提高,在競爭 激烈的市場上,每一廠商都希望自己的產品能穩操勝算,然而,以往那種靠運氣做生意的想 法已經過去。國內洗髮精產品之興革史便是一個很好的例子。 本研究即在探討消費者對於購買洗髮精之決策行為。希望藉由了解目前消費者購買洗髮精的 情形來幫助洗髮精製造商開拓其經營環境。本研究係以南臺工商專科學校之在學學生為研究 對象。 研究結果發現,香味、品牌的特性、知名度及電視廣告都是影響消費者購買行為的因素。所 以廠商可針對各個區隔所偏好的香味,創造出新產品。業者可請知名女星來拍廣告,向消費 者透露訊息。 |
英文摘要 | The purpose of this study is to investigate the decision process involved in buying shampoos. The data were collected from Nantai College students throught questionaires. Chi square analysis is used as the analysis technique. Data are analyzed in this study to obatining answers to the seven hypotheses proposed and from these answers, this study attempts to give recommendations to the shampoo manufactures. Some of the recommendations are 1. the manufactures can research the best fragrance that suits their customers. 2. Manufactures can use famous people to do their T.V. commercials to increase their sales. |
本系統中英文摘要資訊取自各篇刊載內容。