| Summary: | 碩士 === 國立高雄應用科技大學 === 工業工程與管理系碩士在職專班 === 102 === Commercial market of nut fruit is getting more and more attention in recent years. The purchase can be made, through physical or virtual channel, in literally a few minutes. This study analyzes the consumption pattern for one specific brand, in terms of consumer behavior, life style, and post-purchase satisfaction. The result is summarized to help sellers better understand their customers’ purchasing tendency, so that differentiation strategy can be developed to accommodate the need of each customer section.
The observation and recommendation is summarized below:
(1) The brand puts emphasis on its health concept when they develop the product, which suits their product positioning, and satisfies consumer demand.
(2) The brand does not feature low price product. Though they provide different package size, and by downsizing the volume they’re able to provide product in lower price, price-cutting is not part of their pricing strategy.
(3) The brand has to understand the market positioning and advantage of their product, bases on which to develop products that fit in different consumer pattern.
(4) It is recommended to held promotional activity on a monthly or random basis, which improves client return rate.
(5) The brand will adopt more creative marketing strategy. More creative approach may be induced to further enhance product quality, expand product spectrum, building brand value, and increase platforms where product can be purchased, so that for both seller and buyer, there will be more option available in doing business.
(6) It is recommended to shorten the cycle of new product being rolled out. By constantly releasing new items, the company may forge even stronger connection with customer, also increase the frequency customer buys product.
(7) Besides the current business mode that relies on Corporate Buying, it’s recommended for the brand to also cultivate on Internet Group Buying, Conventional Retailing, and other selling approach.
This study statistically relates consumers’ life style to post-purchase satisfaction, hence shall work as a reference for business to improve on their marketing strategy and products’ quality. And furthermore, the result may also be considered in implementing plan for enhancing product diversification, maintaining good quality, and strengthening personnel expertise.
|
|---|
