The Study on the Product Level in Gift & Stationery Shops

• Main Authors: Su-Chiu Chen, 陳素秋
• Other Authors: Yung-Neng Lin
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/90868334997470214117

碩士 === 國立臺北教育大學 === 文化創意產業經營學系 === 100 === As globalization of economic development growing rapidly the consumption patterns change thus the operation of the gift and stationery shops is no longer like the old traditional era. With the advent of the creative new generation of exciting cultural and creative elements in depth all corners of society the occasion of hope from the candle-hole market context to gain a first-hand opportunity. The study of consumer behavior in the past usually emphasis more on the characteristics of consumers, the impact on consumer buying behavior and the shop product class, therefore, market segmentation and marketing strategy development is to be the most important issue in the gift and stationery industry consumer survey. This research base on literature is divided into three dimensions, the consumer demographic characteristics, the consumer buying behavior and the consumer buying decisions, respectively. Use the Kotler products sectors of the theory and the revised the Kotler decision making model as the theoretical framework, carried out questionnaire design, implementation experts pretest, which is designed to understand consumer gift and stationery to sell the product class of the shop to analyze the relationship between the variables. Valid full 398 survey (valid response rate 93.3%). The survey results show that the most important factor of the gift and stationery shops in the product hierarchy are the monthly income of the demographic variables, the consumer buying behavior and product sectors of influencing factors. The main consumer groups are mostly women. Consumers learned the message from the network is the largest case. The main purpose is to absorb the creative elements, the average amount of consumption of 101-300 NTD, the highest consumer consent is the staff will pay attention to the needs of customers, followed by promotional activities. In this study, based on the research results, the gift and stationery shop business practice and future research recommendations are as follows: 1.) Should be fulfill the consumer’s demand "appearance and design of the product” ” the product selectivity “and “product mix” to strengthen and maintain the advantage. 2.) planned space moving lines the ” line planning” “field layout to display style” and" product displacement " “diversification of product types” to provide a professional environment and quality shop venue. 3.) To strengthen the network media, to conduct a complete network marketing services, and to strengthen consumers services, thereby, strengthening the market position, in order to increase the long-term benefit.