| Summary: | 碩士 === 輔仁大學 === 管理學研究所 === 88 === The hypermarket was first introduced to the customers of Taiwan since Marko opened its first store in 1989. It''s low price strategy is overwhelming popular since the customers here are very sensitive to the good''s price. The hypermarket is further developed due to the government has the policy of supporting the industry. Therefore the hypermarket has became the shining star among those developing industries in Taiwan.
Costco has run their business in Taiwan since 1997. Costco is the first American style hypermarket who asks their customers paying annual membership fee before entering the store. Researchers have strong doubts about their policy in the first beginning. However, their low price and high quality strategy has proved to be acceptable by the customers. The purpose of the research is focused on the linkage between customer''s behavior and hypermarket''s characteristics. The research findings indicate that the majority of the Costco''s members are people with higher income, receiving more education, and enjoying leisure life. And the characteristics of Costco are limited items for sale, low price, high quality, and preserving the member''s privilege. As Costco does the market segementation, successfully, the overall satisfaction of her members is pretty good.
|
|---|
