The Effect of Brand Image on Decision Making of Students Selecting Musical Cram School: A Case of Junior High School Students in Taichung City

• Main Authors: Liu, Ching-Hsuan, 劉璟萱
• Other Authors: Chen, Quang-Hua
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/09849477754799829712

碩士 === 國立交通大學 === 經營管理研究所 === 100 === With the increase in national income, education policy reform and other factors, making the “talent” to become an important part of education, and coupled with the ad “Kids who learn playing musical instruments won't turn bad” enabled students to learn music more, and musical cram school has also become an important place of learning music. Through studying the decision of students selecting musical cram school to understand students pay much attention on which assessment criteria of the musical cram school and students' awareness of the brand image will affect their choice on the type of musical cram school. This study bases on EKB model, taking musical cram school image brand, selection motive, sources of information, assessment criteria, as well as student information as input variables, through exploring the selection of the type of musical cram school, we can understand whether there are significant differences between these factors. This study categorizes musical cram school into two types, one for enterprise musical cram school, including: YAMAHA musical cram school, Kawai musical cram school, Ju Percussion music school, Orff musical cram school, and the rest are classified for personal musical tutorial, and this study chooses junior high school students who have attended musical course in cram school as the object. This study shows the differences in selecting the type of musical cram school between the brand image of musical cram school, selection motive, sources of information, and assessment criteria are significant. Among Brand image, the students selecting enterprise musical cram school pay much attention on brand image. Among selection motive, the majority of selection motive within the enterprise musical cram school students are interest, followed by improving competitiveness. And the majority of selection motive within personal musical tutorial are also interest, followed by reducing the academic pressure. Among sources of information, the enterprise musical cram school students are mainly introduced by relatives and friends, followed by TV commercial, and personal musical tutorial students are also mainly introduced by relatives and friends, followed by personal experience and leaflets. Among assessment criteria, the students selecting personal musical tutorial pay much attention on tuition and convenience, and the students selecting enterprise musical cram school pay much attention on curriculum.