A Study in Regard to Factors Influencing Consumer Decision on the Purchase of Garment

• Main Author: 楊增斌
• Other Authors: Wang, Dong-Hua
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/26940656389752610509

碩士 === 國立臺灣海洋大學 === 航運管理學系 === 98 === Clothing has been playing an important role in process of development of human history for a long time. It evolves from a simple concept of gaining animal skins, furs or plant leaves from nature to sew and make rag clothes so as to keep human bodies warm and to protect human beings against any possible attack or damage from environments in which people live, till nowadays an adaption of modern society structure and pace to create a brand new wearing philosophy. For example, the need caused by attending at some occasions, the chase of fashions, the distinction of hierarchy or attribute in different groups, the adaption of weather variety caused by seasons, the need for participating certain activities, etc. It reveals that the develop- ment of clothing culture, including material, design, manufacturing, motivation, purchase and wearing, tends to abundance, delicacy and multiple more than ever. After the Industrial Revolution, the garment industry has forged itself with the flow of commercialization and internationalization under the conditions of mass production and globally cooperative performance. The garment industry is deemed as one of labor-intensive industries, and it is a land-mark, a turning point in process of shifting national economic development from traditional agriculture to modern industry in many countries. It is a fundamental factor to stem some indigenous firms of small scale to multi-national business groups and helped to accelerate economic development, to upgrade living standard and to continuously prop up earning a great excess from foreign trades at the early stage of economy in Taiwan. Currently, what with characteristics of garment itself and what with it being at the terminal consumer market, consumers are unprecedentedly favored especially in the rapid changing and more competitively commercial environment that practitioners deem very highly of consumer ideology and consumerism. The thought of consumer- orientation aggressively guides suppliers to design, to make products in order to satisfy customers and to set up an effective marketing strategy. The purpose of this thesis is mainly to analyze factors influencing consumer decision on purchase of the garment and to learn the level difference by means of collecting, studying related information, theory and the questionnaire presented to individual examinees in areas and applying the study model of Analytic Hierarchy Process (AHP) in order to understand more about consumer behavior; moreover, it is expected to provide a frame of reference not only for future academic research on the same topic, but also for practitioners while planning a marketing strategy.