碩士 / 義守大學 / 管理科學研究所 / 91 / It is normally argued that consumers make their purchase decisions on the basis of their evaluation of, and knowledge about, the product attributes. This paper reports findings from a research study, which was conducted to determine the nature and type of evaluative criteria used by an individual while purchasing a yacht. In doing so, the study looked into the significance of the product category knowledge, expertise and brand consciousness in product evaluation. A questionnaire was sent to consumers of yachts company and mail to yachts owner group web sit. Results indicate that, in general, subjective attributes are more important for consumers buying yachts than the objective attributes. The significance of specific attributes during product evaluation could vary according to one’s level of product category knowledge, expertise and brand consciousness. This means that the respondents with higher levels of expertise, category knowledge and brand consciousness appeared to pay more importance to brand name and country of origin compared with those with lower levels of expertise, familiarity and brand consciousness.It is also interesting to note that the respondents with higher levels of category knowledge, in comparison with those with lower levels, appeared to attach more importance to the quality, workmanship, durability while making purchase choices. The respondents with higher levels of expertise, in comparison with those with lower levels, appeared to attach more importance to the quality, workmanship, price while making purchase choices. Also The respondents with higher levels of expertise, in comparison with those with lower levels, appeared to attach more importance to the quality, workmanship, designer while making purchase choices. This study focused on the evaluation criteria of yachts, which is obviously conspicuous in nature, high in price and represents a relatively high degree of risk. Not everyone is going to attach the same level of importance to subjective and objective attributes during product evaluation.The managers of yachts can follow a system of product attributes management, to position their brands to target audience, to provide important product attributes for yachts consumer.
| Identifer | oai:union.ndltd.org:TW/091ISU00457075 |
| Date | January 2003 |
| Creators | 陳柄滄 |
| Contributors | 田祖武 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 56 |
Page generated in 0.011 seconds