? 發問時間: 社會與文化語言 · 1 0 年前

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消費者對連鎖便利商店接受性之研究

一、研究目的:1.探討不同商店購買的消費者;對惠顧動機的重要性和看法之差異。2.在各項惠顧動機上,消費者對不同商店的印象如何,並探討和實際購買行為的相關性。3.不同消費者群的決定惠顧動機為何。4.瞭解不同消費群在人口統計變數及生活型態變數上有何異同。5.探討連鎖便利商店在台灣所遭遇的限制及其未來發展潛力。

二、資料來源:1.初級資料:由研究者擬定調查問卷,經由訪問後統計分析而得。2.次級資料:相關的書籍、期刊、論文、報紙及各項統計月報分別收集。

三、研究方法:1.依變數主要指選擇不同商店做為購買地點的各群消費者,自變數分為三部份⑴消費者的特徵⑵消費者所認知的惠顧動機⑶消費者對商店的印象。2.統計分析方法⑴因素分析⑵變異數分析⑶Tukey 檢定⑷Scheffe 檢定。

四、研究結果:1.一般消費者在購買食品雜貨等民生用品時,主要還是以雜貨店為惠顧商店,次為平價中心,再為連鎖便利商店,最後為超級市場。2.統一超級商店的知名度略高於味全加盟店。七七%的樣本對連鎖便利商店有所認識,但與主要惠顧率二四‧八七%比較有相當大的差距存在。3.不同消費群對十四項惠顧動機的重要性排列順序大體上相似,但是各消費群所給予的重要性權數仍有顯著差異。4.業者應從⑴價格方面⑵商圈設定⑶商品科類⑷知名度⑸形象⑹銷售方式⑺收銀台服務⑻營業時間等方面加強才可使連鎖便利商店的經營更具有競爭力。

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  • 小船
    Lv 5
    1 0 年前
    最佳解答

    The consumer studies one, research goal to the chain Convenience stores: 1. discussion different store purchase consumer; To your help motive importance and the view difference. 2. in each item of your help motive, how the consumer to the different store's impression, and discusses and the actual purchase behavior relevance. 3. different consumer group decision your help motive why. 4. understanding different expense group has what similarities and differences in the population statistic variable and in the life state variable. 5. discussion chain-like Convenience stores the limit and the future development potential which will encounter in Taiwan.

    Second, data source: 1. primary materials: Draws up the questionnaire by the researcher, after visit statistical analysis. 2. secondary data: The related books, the periodical, the paper, the newspaper and each statistical monthly report collect separately.

    Third, research technique: 1. depends on the variable mainly to refer to the choice different store to do for each group of consumers who purchases the place, the independent variable divides into three parts⑴Consumer's characteristic⑵Consumer cognition your help motive⑶Consumer to store impression. 2. statistical analysis method⑴Factor analysis⑵Variance analysis⑶Tukey examination⑷Scheffe examination.

    2009-01-18 08:04:59 補充:

    Fourth, findings: 1. common consumers when livelihood of the people things and so on purchase groceries, mainly take the grocery store as your help store, the time is the fair price center, for the chain-like Convenience store, finally is the supermarket again.

    2009-01-18 08:05:30 補充:

    3. different expense groups are on the whole similar to 14 item of your help motive's importance order of rank, but each expense group institute gives the important weight still had the remarkable difference.

    2009-01-18 08:05:49 補充:

    4. entrepreneurs should from⑴Price aspect⑵Discusses the circle hypothesis⑶Commodity branch class⑷Popularity⑸Image⑹Sales way⑺Receives the silver Taiwan service⑻Aspects and so on business hour strengthen only then may enable the chain Convenience store the management to have the competitive power.

    2009-01-18 08:06:21 補充:

    2. statistical analysis method⑴Factor analysis⑵Variance analysis⑶Tukey examination⑷Scheffe examination.

    參考資料: Myself, myself, myself, myself, myself
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