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| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 任立中(Lichung Jen) | |
| dc.contributor.author | Vanessa Bobrzyk | en |
| dc.contributor.author | 樊妮莎 | zh_TW |
| dc.date.accessioned | 2021-06-08T02:05:32Z | - |
| dc.date.copyright | 2016-03-08 | |
| dc.date.issued | 2016 | |
| dc.date.submitted | 2016-02-04 | |
| dc.identifier.citation | Barwise, Patrick, Christopher Higson, Andrew Likierman and Paul Marsh. 1990. ‘Brands as separable assets’, Business Strategy Review, 1(Summer): 43–59.
Blamey, Russell, Jordan J. Louviere, and Jeff Bennett. 2001. “Choice Set Design,” in The Choice Modeling Approach to Environmental Valuation, Edward Elgar Publishing, Cheltenham, UK, pp. 133-156. Carrol JD, Green PE. Psychometric methods in marketing research: part 1, conjoint analysis. Journal of Marketing Research 1995; 4:385-91. Conjoint Value Analysis. Sawtooth Software 2002. Available at: http://www.sawtoothsoftware.com/download/techpap/cva3tech.pdf. Accessed August 16, 2015. Green PE, Srinivasan V. Conjoint analysis in consumer research: issues and outlook. The Journal of Consumer Research 1978; 5:103-23. Orme BK. Which Conjoint Method Should I Use? Sawtooth Software 2009. Available at: http://www.sawtoothsoftware.com/education/techpap.shtml. Accessed August 16, 2015. Phillips, R.L. 2005. Pricing and revenue optimization. Stanford University Press. Stan- ford: 46-48. https://www.consumeraffairs.com/pets/whiskas-cat-food.html, accessed on 8th January, 2016. https://www.socialmetrix.com/blog/royal-canin-listens-to-its-customers-to-provide-valuable-content-and-increase-brand-engagement/ accessed on 8th January, 2016. http://www.consumeraffairs.com/pets/royal_canin.html accessed on 8th January, 2016. http://www.areadevelopment.com/newsItems/7-24-2014/champion-petfoods-usa-auburn-kentucky783478.shtml accessed on 8th, 2016. http://petfoodtalk.com/catfoodreviews/taste-of-the-wild-cat-food/ accessed on 8th January, 2016 行政院農業委員會，近年來臺灣寵物產業發展情形及相關管理措施. Available at: http://www.coa.gov.tw/view.php?catid=2446815. Accessed August 30, 2015. | |
| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/19560 | - |
| dc.description.abstract | In recent years, with the change of Taiwan's population structure，lifestyle, interpersonal alienation，reforming emotional relationships, declining birthrates, aging society and other factors, promoted a trend wave of pets and pet shops in Taiwan. The numbers of pet grooming salons and pet hospitals are also increasing year by year. Currently the Taiwanese pet market counts 160 million cats and dogs only which is a considerable size for the overall pet food market, pet supplies, pet grooming and other related products.
In addition to create product differentiation, to understand customer’s real needs is the key to success. This study selects four well-known brands from the cat food market, gather information through internet questionnaire, applicates conjoint analysis to measure the brand equity of the four brands. Then through market segmentation a further analysis and comparison will be conducted, with the aim to find differences and characteristics between groups. Finally, with the analysis results, manufacturers will be provided with recommendations on marketing management. | en |
| dc.description.provenance | Made available in DSpace on 2021-06-08T02:05:32Z (GMT). No. of bitstreams: 1 ntu-105-R02724076-1.pdf: 6232075 bytes, checksum: 7ed5b85c7011c095ee8e3973d4b011cc (MD5) Previous issue date: 2016 | en |
| dc.description.tableofcontents | Table of Contents
Introduction 7 Literature Review 7 Brand Equity in the cat food industry 7 Brand Equity 9 Customer willingness to pay 10 Data and Methodology 11 Rationale of Full Profile Conjoint Analysis as Survey Technique 11 Survey Design and Data Collection 14 Consumer Information 16 Results 19 Description of Sample Characteristics 19 Market Segmentation 23 Cluster Analysis Results 25 Brand Satisfaction by Cluster 26 Multivariate Regression Analysis 31 Discussion and Conclusion 47 Limitations of this Study 51 APPENDIX 1 Popular channel to purchase cat food 52 APPENDIX 2 Spending on cat food per kg 52 APPENDIX 3 Amount in kg per purchase 52 APPENDIX 4 Feeding habit 52 APPENDIX 5 Consumers self-assessment in terms of feeding habit (1) 53 APPENDIX 6 Consumers self-assessment in terms of feeding habit (2) 54 APPENDIX 7 Conjoint Analysis: Willingness to pay for each product (1) 55 APPENDIX 8 Conjoint Analysis: Willingness to pay for each product (2) 56 APPENDIX 9 Conjoint Analysis: Willingness to pay for each product (3) 57 APPENDIX 10 Evaluation of product set (Average) 58 APPENDIX 11 Coefficient of each preference per individual 60 APPENDIX 12 Online Survey 73 References 87 Table 1 Attributes and Levels 19 Table 2 Demographics of sample 21 Table 3 Frequencies of purchased Brands 23 Table 4 Willing 23 Table 5 Variance Explained by the Factors 24 Table 6 Factors 25 Table 7 Clusters and their satisfaction toward each brand by mean 29 Table 8 Frequency of coefficients for protein content 33 Table 9 Frequencies of coefficients for nutritional claim 34 Table 10 Frequencies of coefficients for product description 35 Table 11 Frequencies of coefficients for Price 36 Table 12 Frequencies of cofficients for Royal Canin 37 Table 13 Frequencies of coefficients for Taste of the Wild 38 Table 14 Frequencies of coefficients for Acana 39 Table 15 Frequencies of coefficients for Whiskas 39 Table 16 Averaged Importance Score by regression 41 Table 17 Criteria for choosing cat food 42 Table 18 Overall satisfaction of each brand 43 Table 19 Willingness to purchase the same brand again 44 Table 20 Willingness to recommend the purchased brand to other cat owners 45 Table 21 Perception of each cat food brand 46 | |
| dc.language.iso | en | |
| dc.title | 聯合分析法於品牌權益之研究-以貓飼料為例 | zh_TW |
| dc.title | The Application of Conjoint Analysis on Brand Equity in the Cat Food Industry | en |
| dc.type | Thesis | |
| dc.date.schoolyear | 104-1 | |
| dc.description.degree | 碩士 | |
| dc.contributor.oralexamcommittee | 陳厚銘,周建亨 | |
| dc.subject.keyword | 聯合分析法,寵物市場,品牌權益,市場細分,品牌知覺, | zh_TW |
| dc.subject.keyword | conjoint analysis,pet market,brand equity,market segmentation,brand perception, | en |
| dc.relation.page | 87 | |
| dc.rights.note | 未授權 | |
| dc.date.accepted | 2016-02-04 | |
| dc.contributor.author-college | 管理學院 | zh_TW |
| dc.contributor.author-dept | 國際企業學研究所 | zh_TW |
| 顯示於系所單位： | 國際企業學系 | |
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|---|---|---|---|
| ntu-105-1.pdf 未授權公開取用 | 6.09 MB | Adobe PDF |
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