A STUDY OF CONSUMERS' SATISFACTION LEVEL AND MARKETING STRATEGIES OF CHAIN BOOKSTORES IN TAICHUNG CITY---USING NOBEL BOOKSTORES AS AN EXAMPLE

• Main Authors: Tsung-mei Chang, 鍾聰美
• Other Authors: Chang-bin Wang
• Format: Others
• Language: zh-TW
• Published: 2003
• Online Access: http://ndltd.ncl.edu.tw/handle/84693096350707541010

碩士 === 南華大學 === 出版學研究所 === 91 === 　　To keep abreast of the high level of community developments and the rapid increment of trading activities in Taichung City, consumers are constantly facing decision-making problems of various purchasing options such as budget allowance, brand selection, brand preference and store choice. Therefore, the understanding of customers’ entire consuming behavior is the very basic as well as the single major task among numerous marketing activities of a chain bookstore. 　　 　　This study explores the research of the consumers’ satisfactory level and the marketing strategy of a chain bookstore. The area of research is centered in Taichung City and targeted at the less-known Nobel Bookstore as the consumer observation index. The study uses demographic variables, basic book purchasing groups and bookstore attributes as independent variables respectively, in order to explore consumers’ purchasing motivation, attitude towards chain bookstores and the relationship between the level of importance and the level of satisfaction. The study further uses the view point of EKB model in the attempt to understand consumers’ book purchasing behavior in order to find out the diversities among different factors, so as to provide consulting suggestions for the service providers of Nobel Bookstore at the moment of making up their managerial and marketing strategies. 　　 　　This study utilizes the method of structured questionnaires to collect 177 effective samples. In the analysis methodology, the study uses the statistical methods such as One-way ANOVA in analyzing the collected sample data. 　　 　　The results of this study suggest the following findings: 1.With respect to “gender”, female customers usually would spend time contemplating more questions prior to purchasing. Accordingly, their requirements as to the quality of products would be raised much higher such as in the areas of book cover, quality and price. The sense of purchasing the best and perfect goods for herself has long been rooted in a female’s heart. 2.Regardless of any age group, customers are all eager to take advantage of the convenience of the purchasing location such as the convenience of parking, the usability of credit cards, the store hour extension and the book preordering. Middle-age customers in the age group of 30-39 especially are most eager to take advantage of the convenience of parking. They are always busy at work and have little time for strolling the bookstore. Once they have time to do so, they would not want to spend their valuable time looking for a street parking spot. 3.Taichung flagship outlet of Nobel Bookstore is a well-designed cozy and spacious chain bookstore in Taichung City, in which many customers are often seen browsing books in tranquility. The cozy and lofty environment enables these self-esteemed perfect quality pursuers to swaying freely inside and savoring leisurely the enjoyment of the book. Therefore, this new type of chain bookstores is, in the readers’ eyes, yet indeed another alternative of recreational where abouts.