¡@Due to the advancement of technology and technique, the differences between products and product function gradually decrease. To avoid unnecessary competition among the peers, the most productive method is by establishing unique brand value within consumers¡¦ perspective. In the case of instant noodle market, which suffers with limited funding and low-priced and low-profited product, it is necessary to implement the methodology of market segregation and target marketing. Therefore, a minimum investment with appropriate marketing approach can also receive a rewardable profit.
¡@This study is based on the instant noodle brand ¡§UU¡¨, it is mainly focus on consumers in the Kaoshung area. By using the method of public questionnaire investigation, the 180 valid samples are collected for the study. Based on the interviewers¡¦ ¡§descriptive characteristics¡¨ and ¡§behavioral considerations¡¨, the group is segregated by factors analysis and group analysis. According to the characteristics of each segment, appropriate market is determined for the development of brand value that contributes to target marketing.
Purpose of this study:
¡@1.An outline of the instant noodle consumer
¡@2.The eating habit of instant noodle consumer
¡@3.Brand equilty
¡@4.Brand loyalty
¡@5.Product experience and brand value
¡@According to the study result, consumer can be classified into three different segments: fashion (trendy) group, traditional (mature) group, and passionate (personal) group. Among the three segments, there are significant differences mostly on population, eating habit, the rights of brand, product experience, and brand value. By clarifying the characteristics of each group; this study is able to provide a suggestion for ¡§UU¡¨ to implement different marketing stredagy for different market segment.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0625107-102431 |
| Date | 25 June 2007 |
| Creators | Yeh, Tsung-yu |
| Contributors | Tai-Hwa Chow, Pei-how Huang, Hueimei Liang |
| 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-0625107-102431 |
| Rights | not_available, Copyright information available at source archive |
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