| Summary: | 碩士 === 輔仁大學 === 國際創業與經營管理學程碩士在職專班 === 102 === Taiwan’s overall economic environment has undergone a tremendous
change over the past ten years. Take chocolate manufacturing
industry for example, over the past decade, market has evolved to be
extremely competitive and saturated. In order to keep the
enterprise’s competitive advantage and allow the marketing dollars
to work harder, this thesis is focusing on developing the marketing
strategy by understanding the current and potential needs of
customers as well as comparing the advantage and disadvantage of
various marketing campaigns.
This research paper is exploring the customer purchasing behavior
influenced by experience marketing, the quality and risk of sense for
chocolate industry. The analysis result and concrete proposal are
based on the aggression and ANOVA single variable variation
analysis.
The research result shows that the experience marketing functions as
an external factor indeed multiple customer purchasing willingness.
Nonetheless, the qualities of the sense and the risk have a certain
level of impact regarding the purchasing willingness and total
spending.
In order to multiple the effect of marketing and attract the potential
customers, the findings are as below.
First of all, consumers have the strongest reaction toward the sensual
marketing.
Secondly, trust and past experience plays the biggest part.
Thirdly, performance risk has the highest impact on customer ’s
sensual risk.
Furthermore, younger customers show a higher purchasing
willingness.
Finally, female customers are more likely to spend compared to
male.
Based on the above findings, companies are highly recommend to
follow as a future marketing direction.
Key World: Experiential marketing, multivariate logistic regression
analysis, perceived quality, perceived risk purchase intention,
chocolate industry.
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