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Title: | 探討顧客購買行為與品牌權益衡量之研究:以啤酒產品為例 The Study of Consumer Behavior and Brand Equity: the Case of Beer Product |
Authors: | Chia-Hua Wu 吳佳樺 |
Advisor: | 任立中(Li-Chung Jen) |
Keyword: | 啤酒品牌,品牌權益,聯合分析法,迴歸分析, Beer Product,Brand Equity,Conjoint Analysis,Regression, |
Publication Year : | 2015 |
Degree: | 碩士 |
Abstract: | 啤酒為一種古老的飲料,它也是排名第三位僅次於水及茶的飲料,在世界各國有著不同的配方及口味,使得世界各地的啤酒都有不同的特色,也帶來許多商機。現今消費者意識抬頭,使得各產品都紛紛設立自己的品牌,並利用各種行銷溝通來傳遞品牌形象,而口味及口感而言也提供消費者許多選擇,啤酒通路的普遍也增加產品曝光度及達到提醒消費者飲用的功效,消費者在生活當中接收到眾多的啤酒品牌行銷策略,會如何做出選擇及考慮哪些因素,是此論文想要探討的,也因為品牌權益是這些行銷溝通的結果,所以本研究重點在探討品牌的權益及對於消費者購買行為的影響。
本研究先透過前測問卷的方式列出台灣通路最常見的啤酒品牌共開列15種,由消費者選出前四種,並在正式問卷中探討此四種的品牌權益及購買行為,正式問卷中,共有忠誠度、消費動機、品牌形象認知等一系列問項,其中以消費動機取代傳統的人口統計問項以達到市場區隔,並將消費者分成三群─嘗試享樂群、穩健隨意群、健康保守群。 正式問卷的最後一部分是以聯合分析法的整體輪廓法,針對16個組合請受試者評分,再以迴歸分析的方式得出各個屬性對於此評分的影響程度,最後再與三個分群結合,得出每個群體對於屬性水準的權衡狀況。 本研究的結果,由於台灣啤酒的勾選比例最高,所以本研究針對此品牌來當作基準,並探討其目標市場及潛在市場,最後探討其品牌的權益,也衡量其訂價策略,以期取得最多消費者剩餘。 Beer is an ancient beverage, and it is also ranked third behind water and tea.There are many different flavors and formations for beer in different countries. In this way, the brand of beer becomes special and representative. Hence, this trend brings a lot of opportunities. Today, because of the rise of consumer awareness, each beer factory has set up their own brands, and used a variety of marketing communication to convey brand image. Moreover, the various choices in taste also provide consumers with many options. Furthermore, the supply channel of beer product is increasing, which increases product visibility and reminds consumers to choose beer for beverage. In all, in the life of consumers, they have received numerous beer brand marketing strategies, how to choose and what factors to be considered are what this paper wants to explore. Also, because the brand equity is the result of those marketing communication, the main point of this study is to explore the brand equity and consumer purchase behavior. In pre-test, there are 15 brands listed in it, and 4 brands have been selected owing to the numbers that consumer choose these brands in the pretest. After that, the formal questionnaire is to investigate consumers buying behavior. Brand loyalty, consumer motivation, brand awareness and a series of question have been asked in this formal questionnaire. As for the part of motivation, it is used to replace the traditional demographic to segment the consumer. In the end, the consumers have been divided into three groups. The last part of the formal questionnaire is based on means of conjoint analysis. By analyzing consumers’ grade the 16 different products, brand equity can be measured. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/18130 |
Fulltext Rights: | 未授權 |
Appears in Collections: | 國際企業學系 |
Files in This Item:
File | Size | Format | |
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ntu-104-1.pdf Restricted Access | 1.12 MB | Adobe PDF |
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