The purpose of this study is to analyze consumer behavior in bride cake market. The study divides into two parts: one aims consumers who married before 1996 and are above 40-year-old. Through deep interviewing, we can profile consumer behavior in the bribe cake before 1996. The sample of the second study is singles of 18 to 35 years old. According to decision process of EKB model, this research tries to realize consumer purchasing behavior.
The results of this research are as follows:
1. The scale of bride cake industry won¡¦t diminish at the present time.
2. Acceptable price is rising up.
3. Western bride cake is consumer¡¦s favorite, then goes to the mixed form.
4. Famous bride cake chain store is the most favorite buying place.
5. Credit is the favorite payment pattern.
6. Valuable information comes from relatives, friends, and store¡¦s sales.
7. In terms of product attributes, consumer emphasizes ¡§good taste¡¨, ¡§good services¡¨, and ¡§fair price¡¨.
8. Geographical variables don¡¦t have significant differences in consumer behavior.
9. Via cluster analysis, samples are divided into three groups, namely ¡§Fashion Seeker¡¨, ¡§Innovator and Adventurer¡¨, and ¡§Realist and economist¡¨. In terms of demographic variables, significant differences exist only in sex and age. There are more female in ¡§Fashion Seeker¡¨ and ¡§Realist and economist¡¨. And the age in these two groups is for the most part range from 18 to 25 years old. The age of ¡§Innovator and Adventurer¡¨ is for the most part range from 26 to 30 years old. ¡§Fashion Seeker¡¨ values ¡§vogue¡¨, ¡§beautiful looking¡¨ and ¡§notable brand¡¨, and concerned ¡§TV advertisement¡¨.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0615104-144456 |
| Date | 15 June 2004 |
| Creators | Liu, Jui-chin |
| Contributors | Junying Huang, Ming-rea Kao, Yi-Chun Huang |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0615104-144456 |
| Rights | campus_withheld, Copyright information available at source archive |
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