A Study on the Consumer’s Behavior toward the Brand Name Recognition and Bundling Pricing of Detergent Products

• Main Authors: Yen.Yung-Hsiung, 顏永雄
• Other Authors: Chang-Sung Yu
• Format: Others
• Language: zh-TW
• Published: 2002
• Online Access: http://ndltd.ncl.edu.tw/handle/65905572536896980075

碩士 === 國立臺灣大學 === 商學研究所 === 90 === Abstract “Bundling marketing” has been a very useful and popular marketing strategy and tool. This study is to explore the relationship between the bundling pricing and consumers’ behavior toward detergent products based on their recognition of brand names, supplementary bundling, replacement bundling, and various degree of involvement. An investigational questionnaire was conducted among four different groups of consumers (i.e. graduate students of executive master of business administration program, government employees, housewives, and businessmen). After the statistical analysis of the investigation, the following conclusion was obtained:(1) The consumers’ behavior is influenced by the degree of their knowledge toward the detergent products in the sequence of housewives group> government employees group> businessmen group> graduate students of executive master of business administration program group. (2) There is no significant difference in the degree of their knowledge toward the detergent products between different gender groups. (3) The consumer’s buying capability sequence is: those with monthly income of NTD 30,000 or more > those with monthly income between NTD 15,000~30,000 > no monthly income. (4) The consumers’ preference sequence toward bundling detergent products: The highest products with similar attribute is mixed products with supplementary attribute, and the lowest one is products without similar or supplementary attribute .(5)The consumers’ preference sequence toward different bundling pricing of detergent products is: The highest bundling with 20% discount is mixed bundling with 50% discount, and the lowest one is component bundling with 10% discount