Experiential Marketing、Perceived Quality andPerceived Risk on Consumers PurchasingIntention - A Case Study of the ChocolateIndustry

• Main Authors: Jun-Yi Lu, 呂峻屹
• Other Authors: LEE,TSUNG-PEI
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/8hyc53

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.