| Summary: | 碩士 === 國立中山大學 === 企業管理學系研究所 === 90 === With Taiwan’s accession to the World Trade Organization (WTO), foreign-based oil manufacturers will join, in succession, the motor oil market in Taiwan. This will definitely push further the competition for business that has been made intense by a large number of domestic manufacturers. Therefore, it will be necessary to analyze consumers’ behavior in buying motor oil in order to promote and sell this product.
This research examined consumers’ sex, age, education, occupation, and monthly income and investigated whether differences in these factors would lead to significant differences in suggestions and perception, in methods of collecting information and the degree of involvement in the evaluation of plans, and in post-purchase satisfaction and loyalty of reference groups related with motor oil products and prices under different situations. Drivers of small cars registered with Kaohsiung County and Kaohsiung City were, based on convenient sampling, taken as the subjects that received questionnaire survey. The collected data underwent statistical procedures and analysis, and conclusions and suggestions were drawn and put up to be adopted by concerned enterprises to maintain their market shares and even enhance their competitive edge.
The research has obtained findings and offered suggestions that follow:
一、Findings:
（一）、Females are more likely than their male counterparts to purchase products at
bargain prices, and when they are satisfied with the quality of a motor oil
product, they are more likely to purchase the same product in the future.
（二）、Consumers younger than 30 are more likely to purchase products at bargain
prices and more heavily influenced by price suggestions offered by others.
（三）、Consumers with college or graduate education are more heavily susceptible
to positive remarks than to negative remarks. These consumers consider
products to be better in quality if their manufacturers provide better product
information. They are more likely to buy motor oil products that have
been advertised and promoted in humorous term
（四）、 Consumers that are engaged in manufacturing have better chance to
purchase products at bargain prices. They are more likely to purchase the
products that they have used and felt good about the quality and price. On
the other hand, if they are not satisfied in these two areas, they will be very
likely to switch to other products.
（五）、In purchasing a motor oil product at bargain prices, consumers with low
income are more concerned about the evaluation of this product after using
it.
二、Suggestions:
（一）、Oil manufacturers should enhance their R & D capability, increase the
popularity of their products, appeal to customers in humorous ways, and
pack products properly and offer them at competitive prices.
（二）、Offer various sources of information about products to which consumers
have easy access, and gain consumers’ satisfaction with product quality
and price so as to win their loyalty.
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