A Study on Consumer’s Preference for the Product Attributes of Residential Houses –the Case of the Employees in the Taichung Science Industrial Park

• Main Authors: Wen-ya Wei, 魏文雅
• Other Authors: Terry-Taihor Huang
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/79937247399780465707

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.