The relationship between the purchasing behaviors and the brand image by gender– A case of hypermarket in Taichung County Name: Irene Cheng 鄭伊茹 Instructor: Dr. Pi-Ying Teresa Hsu Date: Dec. 29, 2008
Contents I. Introduction II. Literature review III. Methodology
Introduction The retailers, strategic brand management, product development and consumer perceptions have increasingly been the object of study in recent years.
It has generated relatively little empirical evidence that has been found to establish a direct relationship in genders by buying behavior. Introduction
- to explore more detailed understanding of the differential buying behavior by genders in hypermarkets Purpose
Literature review Brand Brand image Buying behavior Gender
Literature review Buying behavior Brand image Gender
Hypothesis H1: Is the demographic background of genders has the significant influence by buying behavior? H2: Is the brand image has the significant influence to consumer’s buying behavior?
Research Method Historical Research Method Ethnographic Method Content Analysis Case Study Observation Survey Research Experimental Method Introspective Method Correlational Research Method
Survey Research Method Questionnaire Interview Observation
Sampling If P =1/2 、 Z=1.96 、 e =5%,the total sample should be reached in 384. n=sample ( 樣本大小 ) e =sampling error ( 容許估計誤差 ) Z=reliability stander ( 信賴水準 ) P = rates of random sampling ( 隨機樣本之比例 ) n= Z e 2 2 p (1- p )
Methodology The own brand of the products At the opening hours The major hypermarkets 30 citizens (pilot study) 450 citizens (formal study) Subjects Duration Instruments Location A questionnaire Tool
Questionnaire (5 Likert scale) Research Design Brand image Buying behavior Demographic background e.g. cell phone I think its brand are usefulness, utility, and safty.(Sony, Mortolora, Siemens, Ericsson, Samsung, Nokia) e.g. age, marriage, occupation, etc. e.g. I would pay special attention on the brand when I purchasing.
Data Analysis t -test Pearson’s Correlation analyses (r) ANOVA Descriptive analysis SPSS 13.0 (Statistic Package for the Social Science)