AN EXPLORATORY STUDY ON THE RELATIONSHIP BETWEEN CONSUMER BEHAVIOR AND MERCHANDISE IN MARKETING ACTIVITIES -A CASE FOR CONVENIENCE STORE OF CHAIN
碩士 === 國立臺北大學 === 企業管理學系 === 92 === Recently, convenience stores have played an important role in our life in Taiwan. From the viewpoint of consumers, “commodities” and ”services” are attributed to “low-involvement behavior”. Though “low-involvement behavior” is not as complex as buying houses or ca...
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| Format: | Others |
| Language: | zh-TW |
| Published: |
2004
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| Online Access: | http://ndltd.ncl.edu.tw/handle/14300030086265530366 |
| Summary: | 碩士 === 國立臺北大學 === 企業管理學系 === 92 === Recently, convenience stores have played an important role in our life in Taiwan. From the viewpoint of consumers, “commodities” and ”services” are attributed to “low-involvement behavior”. Though “low-involvement behavior” is not as complex as buying houses or cars, we cannot neglect aspects of psychology and behavior about consumers’ decision processes in CVS. In the situation of the similarity about “commodities” and ”services”, it is very important KSF to discover what the consumers think.
The purposes of this thesis are to study on the relationship between consumer behavior and merchandise in a convenience store of chain. At first the researcher use Puri’s consumer impulsiveness scale to categorize the consumers of convenience stores by two clusters. Then the researcher can analyze the relationship between the demographic variables and purchased merchandise about clusters. Finally, the result can be used to improve marketing activities.
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