High level of inventory has been a problem for the underwear industry in Taiwan for a long period of time. This is mainly because the product life cycle of female underwear is relatively short, which makes it difficult for the underwear firms to gauge the demand for the new released product accurately. Pre-order strategy has become increasingly popular as the seller can obtain advance demand information and use the information to improve the inventory planning. The purpose of this thesis is to investigate the feasibility of implementing pre-order strategy for female branded underwear in Taiwan and to explore the necessary conditions. A questionnaire-based survey was conducted online. The questionnaire was built upon four major constructs: product, brand, customer service and sales promotion, with thirty-one variable included. The results revealed almost 60% women would consider pre-order if the pre-order sales is implemented with attractive sales promotions. Others would not consider because they cannot try on and the time must be spent for returning dissatisfied product. Fourteen variables were found to be significantly important in influencing female consumers¡¦ pre-order intention with means over 4. Female consumers were most concerned with after-sales services: a full money back guarantee, and an easy return procedure. Other than after-sales services, product quality, the knowledge and attitude of salespersons, delivery services, and brand credibility were also found to be important. In addition, lower price in pre-order period and free underpants were found to be most attracting. The only variable that appeared to be less influential was the celebrity endorsement, which was the only factor rated below neutral mean (<2.5). The findings of this research provide useful information to underwear firms for promoting pre-order sales. Underwear firms must be aware of those necessary conditions in implementing pre-order strategy.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0721110-100156 |
| Date | 21 July 2010 |
| Creators | Chen, Tzu-fan |
| Contributors | Cher-Ming Fong, Ping-Yi Chao, Cher-Hung Tseng |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | English |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0721110-100156 |
| Rights | not_available, Copyright information available at source archive |
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