A Study on the Relationship among Demographic Characteristics, Market Beliefs and External Information Search Behaviors --Taipei Air Conditioner As An Example

• Main Authors: Lan-hsun Wang, 王蘭薰
• Other Authors: Prof. Ming-chuan Pan
• Format: Others
• Language: en_US
• Published: 1994
• Online Access: http://ndltd.ncl.edu.tw/handle/28124598007367758999

碩士 === 大同工學院 === 事業經營研究所 === 82 === Taiwan''''s economic development still maintains its momentum, and the living standard of the common people on this island also keeps on rising. However, with the hot, humid weather lingering on for more than half a year, the importance of the air conditioner in daily life will become all the more According to the General Investigation Report of the Electric Appliances in the Taiwan Region in 1991, the popularization rate of the air conditioner accounts for 68.4% in Taipei. The main research purpose of this study is to discuss market beliefs about the air conditioner, on the basis of Duncan and Olshavsky''''s findings. The research results are shown as The demographic characteristics have largest difference in salesman and advertising factor, but they have consistency in warranty factor. In the salesman and advertising dimension, teachers and higher educated people do not have much faith in the salesmen and the advertising. As for the correlations between market beliefs and information search behaviors, people strongly holding the following beliefs (including brand and store, search, salesman and advertising, and warranty dimensions) will tend to gather nonmarketer controlled information sources, such as consultation with relatives, friends, neighbors, and consumer buying guides. By the way, we also have determined the relationship between brand selections and demographic characteristics, market beliefs, and information search behaviors. In fact, different recent brand selecting behaviors have no difference in search and belief dimensions; nevertheless, in the future, different selecting behaviors will have difference in those dimensions. This phenomenon can be due to the purchase Lastly, as more and more air conditioner users are conscious the noise of the window-type air conditioner, the split-type-with the benefits of durability, and convenience-- are accepted by the consumers and gradually become the main trend.