碩士 / 長榮大學 / 經營管理研究所 / 93 / The purpose of this research was to identify the correlation between customer preferences for choosing aquarium hypermarkets and shop images which could influent consumers in fishes and fish feeds purchasing. The results of this study can be served as a guidepost for aquarium hypermarket managers and related department in business running and marketing strategies making. The questionnaire used in this study was designed basing on previous published literatures and further specifically modified for customers in aquarium hypermarkets, which contains three categories including the store image of aquarium hypermarket, purchasing behavior and personal information of consumers. The samples were gathered from costumers of five major aquarium hypermarkets in Tainan city, Taiwan. Three hundred copies of questionnaire were distributed and 265 copies were retrieved to be effective. Data from valid questionnaires were processed and statistic analyzed with descriptive statistics, explanatory factors analysis, one-way ANOVA and multiple regressions. We/I conclude that positive correlation between the store images of aquarium hypermarket, fishes purchasing and fish feeds purchasing. Therefore, to elevate store images will significantly increase purchasing motivation of customer in fish and fish feed purchasing, which suggests that “Increasing Customer Satisfactory” will substantially enhance customers come back again and consequently raise the benefits for aquarium hypermarkets and fish feed business.
| Identifer | oai:union.ndltd.org:TW/093CJU00457068 |
| Date | January 2005 |
| Creators | Chien-Ming Wang, 王建明 |
| Contributors | Chia-Ming Liu, 劉家銘 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 102 |
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