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9722618鄭伊茹 Irene

9722618鄭伊茹 Irene






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    9722618鄭伊茹 Irene 9722618鄭伊茹 Irene Presentation Transcript

    • 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)
    • Thanks for your attention.