On July 1996, Taiwan government opened up mobile communication market to private telecommunication companies. For the next few years, mobile communication market reached its most glorious period. Almost every carrier had an outstanding profit, until recent years, NCC began to control pricing regulation. To obtain exceptional profits, telecommunication companies have started to cut expenditures in the direction toward the effort, but competitors constantly employ new strategy in the market. If a company cuts its cost too much, it is likely to result in the loss of a large number of consumers. On the other hand, if a company invests blindly, it will cause a great burden on the company¡¦s resources. Thus, this paper concentrates on formulating a scientific analysis that assists the executive officers of telecommunication companies to determine best marketing strategy of existing market. The research method of this paper will first survey the current mobile communication users to examine the significant factors from their preferences and then utilize Markov chain to analyze the mobile communication market trend. Based on the quantification of population growth and decline in the market, we will be able to better understand the trend of consumers¡¦ preferences. Combined with the overall assessment of telecommunication industry, we will be able to recommend an effective marketing strategy in the telecommunication market.

As trend toward liberalization, telecom industry in Taiwan is getting more and more saturated. It means that competition between telecoms firms is getting more and more sharp. As a result, all telecoms firms are striving to gain and keep their customers and trying so hard to understand comsumer behavior on choosing telecoms firms. In the past, researches on consumer behavior are usually base on quantitative methodology. Quantitative researches on consumer behavior focused on specific moment of customers. This research is base on qualitative methodology to extend consumer behavior on choosing telecoms firm from a specific moment to a dynamic model and establishing a thorough consumer behavior on choosing telecoms firm model. This research on consumer behavior on choosing telecoms firm is base on grounded theory. By the analysis and coding process of the interview data that collected from eighteen interviewers in a theorical sampling process, this research generalizes eighty three open coding and fifteen axial coding. In the selective coding process, this research generalize three major concepts of consumer behavior on choosing telecoms firm and establishes a model of consumer behavior on choosing telecoms firm.

Darbo objektas: vartotojų elgsenos ypatumai. Darbo tikslas: nustatyti vartotojų elgsenos ypatumus sveikatingumo centre „Linija“. Darbo uždaviniai: 1. Apžvelgti vartotojų elgsenos teorinius aspektus. 2. Pagrįsti vartotojų elgsenos tyrimo aktualumą. 3. Išanalizuoti vartotojų elgsenos ypatumus sveikatingumo centre „Linija“. Pagrindiniai rezultatai ir išvados Bakalauriniame darbe analizuojamos paslaugų vartotojų elgsenos savybės ir jai įtaką darantys veiksniai. Tema yra aktuali tuo, kad sveikatingumo paslaugos yra populiarios, perspektyvos, vis labiau naudojamos ir vertinamos, vartotojai vis daugiau laisvo laiko skiria tokioms paslaugoms. Apibendrinti tyrimo rezultatai parodė, jog vartotojų elgsenai įtaką daro daugelis veiksnių: kultūriniai, socialiniai, asmeniniai, psichologiniai faktoriai. Prieš įsigydamas prekę ar paslaugą kiekvienas pirkėjas pereina visus pirkimo proceso etapus, tačiau vieni užtrunka ilgiau, kiti trumpiau, kol galiausiai juos visus įveikia. / Determination of consumer behaviour features in health center “Linija”.