The Study of the Consumer Behavior for Business Circle in Taichung City

• Main Authors: Hung-Ling Wang, 王虹凌
• Other Authors: Tzong-Shyung Chen
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/00058249014216637700

碩士 === 朝陽科技大學 === 休閒事業管理系碩士班 === 95 === Not only the goods, transaction types, service function, but also the environment, the modern business getting more diversified and progressed day by day. The development of information that overthrow the conventional thinking could be imagine as the third revolution of human beings. The evolution of department store, shopping mall, and non-store shopping force the tradition stores to gather their characters around, increase the competence, and develop their business circle brand. This study will investigate the consumer behavior in business circle, take the 9 business circles in Taichung City for example, to analysis the distinguished consumer preferences in different characters of business circles and find out the objective customers. Besides demonstrating the history of business circles development, this article will introduce the releated theory. To conclude the distinguished consumer preferences in different characters of business circles, the ways of improvement of business circle by consumer’s expectation , by ways of questionnaire and interviews. It has been concluded below. 1.According to the attributes of business circle, the manager of business circles should improve the industry and product, and the government authority should improve the marketing activities and facilities to fit the right market, and increase the consumer’s satisfaction. 2.Enhancing the traffic facilities and parking lots, including the bus stop and frequency and the information for parking. 3.Enhancing the scope and depth of the propaganda and promotion in business circle instead of spot light activities. 4.The elasticity of demand of consumed in business circle is higher than other places. If we make some discount or favor for consumers, will raise the revenues. 5.According to the consumer’s stay hour in business circle, to provide the right faculties and services. Hope this study could provide the ideas for the managers of business circles to make their marketing strategies, and for the government to establish policy to sustain the business circle. Keywords：Business Circle. Lifestyle. Customer Behavior.