This study is to discuss the correlation between artificial buying desire and some of its influential variables, different price promotion on nth good and different buying motivation. For the purpose of study, 360 students of college degree and master degree in Taiwan are categories into five groups based on their buying motivation.
They are (1) pursuit convenience group ;(2) pursuit fashion and convenience group; (3) pursuit fashion group; (4) pursuit relationship group and (5) unknowing motivation group.
The conclusions of this study are presented as follows:
1. Consumers who face different price promotion on nth good in the convenience store have significant difference.
2. Consumers who have different buying motivation in the convenience store probably have significant difference.
3. Consumers of different buying motivation who have same promotion situation in the convenience store probably have significant difference.
The conclusions above are significant to the management in the following aspects.
1. For students of college degree and master degree in Taiwan, nearly 20% still can be developed.
2. Convenience store which uses different price promotion on nth good should seriously consider its effect.
3. Convenience store should design different promotion activities for different consumer of different buying motivation, and try to separate them.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0905107-225014 |
| Date | 05 September 2007 |
| Creators | Wang, Dian-chen |
| Contributors | Gen in Huang, Fu Yung Kuen, Hueimei Liang, Yu pen Lin |
| 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-0905107-225014 |
| Rights | unrestricted, Copyright information available at source archive |
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