Recently, the new type department stores are increasing rapidly. The competition among department stores is getting intensified. In early days, department stores usually competed with others by giving customers some discount or sending them gifts. However, the result of price war is that businesses are hard to raise their profits. This study analyzes consumer behavior by investigating the relation between store image and customer value, researching the correlation between customer value and price sensitivity and understanding the interference effects of demographics and lift style to test whether department stores can boost customer value by improving the store image and then decrease price sensitivity.
This study adopts structural questionnaire to survey, Pearson Correlation Analysis and Canonical Correlation Analysis to analyze the relation between store image and customer value and research the correlation between customer value and price sensitivity, and Multiple Regression to investigate the mediating effects of customer value. Besides, in order to analyze the interference effects of demographics and lift style, this study chooses the Multivariate Analysis of Variance as testing tools to test these two variables.
To understand what is the most important way for improving store image which can raise more customer values and what customer value was rose can boost more price tolerance, this study chooses the same sample, the same demographics or the same life style, to rebuild regression formulas, and identify the influence by observing the forecast variables and their coefficients.
This study finds that if we choose different samples, including different ages, educational levels and lift styles, to build regression formula, the forecast variables and their coefficients would change. That is to say, if we want to increase price tolerance by raising customer value, we have to adopt different ways to different groups. In the same way, if businesses would like to raise costumer value by improving store images, they have to adopt different ways to different groups. If businesses adopt right way, they can let customer feel having more customer values so that customers can endure higher price and then reach the goal decreasing price sensitivity.
|Date||23 June 2004|
|Contributors||Ming-rea Kao, Jun-ying Huang, Iuan-yuan Lu, Fu-yung Kuan|
|Source Sets||NSYSU Electronic Thesis and Dissertation Archive|
|Rights||withheld, Copyright information available at source archive|
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