| Summary: | 碩士 === 朝陽科技大學 === 企業管理系碩士班 === 95 === This study uses“direct-scaled measurement”to survey
Consumer’s Perference for the Product Attributes of Residential
Houses –the Case of Empoloyees in the Taichung Science Industrial
Park. The product attributes and alternatives were analyzed and
integrated. A questionnaire was designed accordingly. 350
questionnaires were administered to the engineers and executives of
the Taichung Science Industrial Park. 300 of effective ones were
returned. The response rate was 85％.
Data collected were analyzed with the SPSS software. Main
findings include:
1. With the Product Benefits :On average, consumers prefer mostly “A
sense of settled down”,“Potential increase in value”,“Safety
of life and property ”,etc.
2. With the Carrier Product: On average, consumers prefer mostly
“House”,“Veranda”,“Store room”, etc.
3. With the Augmented Product :On average, consumers prefer mostly
“Security monitoring equipment”,“Residential area(villa、
apartment)”,“Steel guard for window”, etc.
The research also found that individual characteristics
,such as「Sex」、「Marriage」、「Age」、「Education」、「Job rank」、
「Originality area」、「Yearly income」、「Number of people living」、
「Present living area」、「Anticipated price to buy a house」,etc，
are significantly related with preference . Finally, suggestions
based on research findings were given.
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