The latest data reveals, in 2008, the total market value of tea beverage in Taiwan exceeded 20 billion NT dollars. Because the tea beverage market is extremely large, there are dozens of brands in the market. When a customer wants to choose a product from kinds of choices, what factors does he/she consider? According to former research, we know that the factors include price, brand, package design, sales promotion and advertisement. However, we still didn¡¦t know how they affect consumers buying tea beverage. Consequently, this study researched that if both package design and brand image have notable influences on consumers¡¦ purchase intention for packaged tea by regression analysis. The major results for the research are as follows:
1.Approximate 90% of respondents usually buy packaged tea in convenient stores. Half of them indicate that their motivations of buying packaged tea are thirst-quenching. More than half of respondents buy Uni-president most frequently, and then is Vitalon.
2.This study uses two tea brands as subjects to test the hypothesis repeatedly. The results revealed that package design have notable influence on purchase intention. So, manufacturers should change the package design irregularly and try to analyze the merits and drawbacks to improve the package.
3.The results also revealed that brand image have notable influence on purchase intention. It represents that brand image play a significant role in a consumer¡¦s purchasing process. Manufacturers should pass through the basic threshold, or their products would not be acceptant by consumers.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0616109-192130 |
| Date | 16 June 2009 |
| Creators | Ko, Ding-fu |
| Contributors | Tsuang Kuo, Tai-Hwa Chow, Pei-how 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-0616109-192130 |
| Rights | restricted, Copyright information available at source archive |
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