| Summary: | 碩士 === 國立屏東科技大學 === 農企業管理系所 === 97 === Although without the competition from major shopping malls or department stores, to operators, the rivalry among supermarkets in rural areas is still harsh. Studying and understanding consumers on mental factors and other shopping features which influence their store selection will lead operators to better adjust marketing strategies.
This present study examined the consumers of supermarkets in Hengchun Township in regards to population statistic variables and degree of satisfaction with supermarket characteristics. The study adopted consumer style inventory to discover consumer decision making styles, and concluded 8 consumer decision-making style structural factors in Fashion Recommendation, Brand Consciousness, High-quality Consciousness, Habitual, Price Consciousness, Impulsiveness, Confusion from overchoice, and Leisure Shopping. The study then analyzed the factors which were significantly related to consumers' supermarket selection with Logistic regression model, and found 4 variables with significant differences which are Food Purchase, Impulsiveness, Habitual, and Brand Consciousness in an order of importance effect degree. The regression model predicted the correct percentage of consumers going to the Farmers' Association's Supermarket as 73.6%.
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