| Summary: | 碩士 === 國立高雄第一科技大學 === 行銷與流通管理所 === 94 === Abstract
The increasing household income has an effect on the need for health care in Taiwan
in recent years. Due to the changes of business marketing and the issue of aging, the
concept of health care alongside the matter of taking care of one’s own health have gain a
lot of attention nowadays in Taiwan. It is estimated that the profit of Taiwan’s pharmacy
has reached NT400 million; yet the people from franchising pharmacy business have
pointed out that there is still 180 million quotas to reach in Taiwan market. As a result,
there are still rooms for this marketplace and it certainly gains a lot of attention from
elsewhere.
This study aims to discuss the franchising Pharmacy in relation to customer values
toward consumer behaviors and intentions. It is to say that pricing is the cause and the
customer’s behaviors is the effect for such issue; hence, the cause-effect relationship
between Taiwan and Japan is discussed. The result of the study tends to propose a direction
of business market strategy for Cosmed.
This study uses Regression Analysis whether the promotional price directly affects the
customers’ consuming behavior or not. The result shows that the promotional price has a
great influence on consumer behavior and values. The buy one get the second for a cheaper
price is the main concern for both Taiwan and Japan consumers, particularly in Taiwan. For
the effects of customer values, both Taiwan and Japan have revealed the separated
customer values, yet in a positive way. The result also indicates that the decreased price or
sale promotions have direct effects on franchising pharmacy both in Taiwan and Japan. It is
to say that purchasing the second item with special discount is favored among all the
customers.
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