| Summary: | 碩士 === 朝陽科技大學 === 企業管理系碩士班 === 92 === This study uses“direct-scaled measurement” to survey consumers’preference to the product attributes of leisure winery garden. Scholars and experts were involved in the brain storming sessions to analyze, the product attributes of leisure winery garden. Questionnaire was designed using the product attributes and alternatives, 430 questionnaires were administered and 383 of effective ones were returned. The response rate was 89.07%.
Data collected were analyzed with the SPSS software. Main findings include:
1.With the Product Benefits : On average, the consumers prefer mostly “enjoying beautiful scene”, and then in sequence “releasing pressure”, “satisfying one-stop shopping of leisure wants”. To our surprise, the consumers’ prefer of “enjoying delicate food and drink” to “tasting specialty wine”。
2. With the Carrier Product : On average, the consumers’most preferred buildings of foreign style, “folk restaurant”, “moonlight music concert ”, etc.
3.With the Augmented Product : On average, the consumers’ preference in sequence were “service quality”, “traffic convenience”, “business image”, etc.
The research also found that individual characteristics, such as sex , marriage , education ,age , occupation , size of family , household income , wine-drinking habit , wine category preferred, motivation of wine purchase , and wine budget , are significantly related with preference. Finality , suggestions based on research findings for leisure winery garden were given . For example , the running of the leisure winery garden should not focus primarily on wine . It should provide a total package including delicate food and drink.
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