1. 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

2. Contents I. Introduction II. Literature review III. Methodology

3. Introduction The retailers, strategic brand management, product development and consumer perceptions have increasingly been the object of study in recent years.

4. It has generated relatively little empirical evidence that has been found to establish a direct relationship in genders by buying behavior. Introduction

5. - to explore more detailed understanding of the differential buying behavior by genders in hypermarkets Purpose

6. Literature review Brand Brand image Buying behavior Gender

7. Literature review Buying behavior Brand image Gender

8. 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?

9. Research Method Historical Research Method Ethnographic Method Content Analysis Case Study Observation Survey Research Experimental Method Introspective Method Correlational Research Method 

10. Survey Research Method Questionnaire Interview Observation 

11. 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 )

12. 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

13. 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.

14. Data Analysis t -test Pearson’s Correlation analyses (r) ANOVA Descriptive analysis SPSS 13.0 (Statistic Package for the Social Science)

15. Thanks for your attention.