The study of consumer behavior for day care and tutorial centers

• Main Author: 邱定雄
• Other Authors: 劉原超
• Format: Others
• Language: zh-TW
• Published: 2001
• Online Access: http://ndltd.ncl.edu.tw/handle/49382676446667589282

碩士 === 大葉大學 === 事業經營研究所 === 89 === 　　Over the past few years, Taiwan’s economy has grown quickly, national income has increased constantly, and the standard of living has risen. With the need of social progress, the change of family structure and life-styles, more and more women are urged to enter the employment market, which has resulted in the problem that no parents are able to take care of their elementary school students after school. Therefore, the demand for day care and tutorial centers to look after children for parents while they are still at work has become more and more in demand. 　　From a sales and marketing point of view, this paper tries to research into the percentage of elementary school students who go to day care and tutorial centers and the key factors which affect the parents in different areas to make a decision, i.e., the consumer behavior in urban area and rural area. The results allow the day care and tutorial center operators to understand not only their targets and related areas, but also the parents’ expectations and need of the service in urban area and rural area. Then, they can enhance the provision of the satisfying and desired service to consumers in urban and rural areas. In addition, they can realize the preference of consumers and the possible affecting factors. Thus, the end result of the research provides some strategic suggestions to the day care and tutorial center operators and helps them achieve the goal of sustainability. The evidence has revealed that: 1.For the percentage of elementary school students who go to 　day care and tutorial centers, there is an obvious difference 　between urban area and rural area. 2.For the percentage of elementary school students who go to 　day care and tutorial centers, there is little or no 　connection with parents’ sex, age, education level, but 　there is a strong connection with the family income and 　parents’ vocations. 3.For the parents’ attitude towards the content of the day 　care and tutorial centers, there is an obvious difference　 　between urban area and rural area. 4.For the parents’ need of various talent programs affiliated 　to the day care and tutorial centers, there is no obvious 　difference between urban area and rural area. 5.For the parents’ expectation of the teaching content, there 　is no obvious difference between urban area and rural area. 6.For the parents’ attitude towards the existence of the day 　care and tutorial centers, there is no obvious difference 　between urban area and rural area. 7.For factors that parents take into account, while choosing a 　day care and tutorial center, there is no obvious difference 　between urban area and rural area. 8.For reasons that parents send children to day care and 　tutorial centers, there is no obvious difference between 　urban area and rural area. 9.For the parents’ consumer behaviors, there is an obvious 　difference between urban area and rural area. 10.For the comparison of day care and tutorial center’s 　profit and parent’s monthly average income, education 　level,vocations and different information sources, there is 　an obvious difference between urban area and rural area. 　　The research has shown that, at present, 41.99 percent of students go to day care and tutorial centers and 58.01 percent of students do not. Therefore, the day care and tutorial center market is not saturated. There is still a large market to develop. The day care and tutorial center operators have to realize where the customers are, and focus on the need and desired quality service of the parents. If they can supply satisfying service, they can establish profitable development.