A Study of the Impact on Cellular''s Promotion Mix Strategy to Consumer Choice Behavior

• Main Authors: Mei-Chi Chen, 陳美琦
• Other Authors: Tzong-Yau Chu
• Format: Others
• Language: zh-TW
• Published: 1999
• Online Access: http://ndltd.ncl.edu.tw/handle/51244965399739465115

碩士 === 國立交通大學 === 經營管理研究所 === 87 === Since Chunghwa telecom released the licence of cellular business, Telecom market in taiwan have sunked into oligopoly condition, every firm must attract consumer''s attention in some way. Meanwhile, consumer is deeply affected by firm''s promotion mix strategy. It becomes an important issue for cellular to understand what matters will influence consumer''s brand choice as she or he receives the message. Besides, individual firm''s action in oligopoly market would interfere others. It is another issue to consider if consumer could accept firm''s message correctly in such disordered condition. The study examines cellular''s promotion mix strategy on the reaction of consumer''s brand cognition and price perception introducd from two aspect including firm''s service attributes and custom''s features, and then get understanding of the influence on consumer brand choice behavior.Finally,the study can also provide firms a reference of determing promotion mix strategy initiatively. Results show that consumer put great emphasis on cellular''s service assurance, price matter is only the next. According to consumer brand choice behavior analysis, consumer become more price-emphasis and would like to choose brand with better image and good name for reducing perception risk. Individual firm can approach from reducing price-related message, and improving brand image in order to acquire more consumer''s confidence.