| Summary: | 碩士 === 開南大學 === 商學院碩士在職專班 === 100 === Consumers’ buying behavior starts with internal demand which leads to buying motivation. Through external marketing stimulation enters consumers’ awareness. The awareness is induced by consumer’s characteristics, product involvement and perception of buying decision resulting in buying behavior. The marketing stimulation includes marketing portfolios (4P). Among them, the product information includes brand, brand origin, packaging design. All these stimulation must be transformed through consumers’ internal knowledge, including consumers’ demographical variables, the degree of product involvement, or even consumers’ trait or life style. All of these variables could have great impact on the buying decision and the outcome. Therefore, each person’s personalities post great variance toward decision making. From the buying motivation till buying finish, the processes are complex. Thus, this study considers buying decision, product involvement and consumer’s characteristics as measuring instruments on buying truck tire behavior. This study also proposes hypotheses to test which variables affect buying behaviors. By utilizing questionnaire and conducting statistical testing, this study discovers the factors that have greater impact. The present study finds that price, brand country, control, safety, economic on fuel and driving experiences are major factors that affect buying behavior. The main contribution of this study is to provide marketing strategies with great respect to the findings of the present study.
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