As the commercial business is getting more and more active, along with the living standard of Taiwanese people improved, consumers not only care about the quality of products, but also emphasize the spiritual side they can create. Therefore, packing gifts with ribbons has changed the quality of people¡¦s life and molded their dispositions unobtrusively. There is a saying that ¡§the tailor makes the man¡¨, and it goes the same with gift packing. Besides, gift packing has become a media for an enterprise to sell its products in a more creative way. This study tried to explore the influence of ribbon gift packing on the behavior of consumers through the emphasis on the concept of creativity, uniqueness and refinement.
This study utilized E. B. M. consuming behavior model, taking as an independent variable the consuming behavior of the consumers buying gifts packed with ribbons and tacking as dependent variables the demographics variable and the life style variable, and it came up with a research framework and a hypothesis. Besides, the study used purposive selection form the consumers buying gifts packed with ribbons, and the data would be verified through statistical methods.
The study found that the factors of the life style of the consumers in Taichung who buy gifts packed with ribbons includes fashion pursuing, independence and confidence, life efficiency, social experience, stereotype, and egoism. Through factor analysis, those consumers are divided into four groups: traditional value group, fashion trend group, highly independent group and experimentalist group. There are noticeable disparities among each group in terms of ages, monthly salary, education levels and vocations.
The consumers in each of the groups behave differently on their consuming behaviors. The noticeable differences are shown in need cognition, information searching, evaluation of schemes, purchasing and results. The seller can do some adjustments on the strategy of marketing combinations according to these five factors.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0624108-164900 |
| Date | 24 June 2008 |
| Creators | Lu, Ming-shan |
| Contributors | Weng Ming-Jang, Weng Jia-Msi, Chin Shan-non |
| 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-0624108-164900 |
| Rights | not_available, Copyright information available at source archive |
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