| Summary: | 碩士 === 國立嘉義大學 === 企業管理學系 === 105 === The research primarily aims at investigating consumers’ preference factors (such as vehicle models and performance etc.) for purchasing used cars in order to understand how to remain market share, improve marketing approaches, save expenditure, credit in the economic downturn and gain customers’ trust. The study adopts questionnaires and mainly takes the cases from Yunlin and Chiayi areas for example to explore consumers’ preferences and behaviors in terms of purchasing used cars. Based on the collected questionnaires, the research analyzes the significant factors for choosing the used cars. The research results can serve as references for the dealers and associated alliances of used cars to sketch marketing plans. In addition, the current study explores how dealers can boost consumers’ purchase willingness and provide practical advice for relevant dealers.
The research results demonstrate the male purchasers focus more on whether the used cars can better satisfy their personal needs than new cars; in contrast, the female purchasers emphasize on vehicle sources more. Besides, customers with income ranging from NT$ Forty to Eighty thousand have more money at their disposal, and thus enjoy higher chances to purchase used cars. Furthermore, as evidenced by ANOVA results, brand awareness and the capability to satisfy customers’ needs are the most significant factors
|
|---|
