Discussion on factors influencing consumers' decision making on purchasing behavior - examples on consumers for tea drink.

• Main Authors: Sheng-Po Wang, 王聖博
• Other Authors: Ming-Tien Tsai
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/96587637876037507470

碩士 === 國立成功大學 === 高階管理碩士在職專班 === 92 === 　　The market of tea drink is so volatile that no one can foresee what is the next superstar or market leader. After several decades, the market of tea drink in Taiwan evolves to have different flavored tea drinks. Therefore, companies compete in different aspects, such as quality, price, advertisement, brand name and channels. In other words, the competition of tea drink will be more severe in the future but the whole market is growing at the stable pace. 　　The objective and motivation for this thesis is to understand the decision making of tea drink for customers. It focuses on six categories, such as black tea, green tea, flavored tea, herbal tea and oolong tea to discuss if customers’ motivation for purchase will be affected by the following factors, life style, product attribute and brand equity and to see the major differences between the population statistics variables and decision making for purchase. This thesis uses convenient samples with 302 useful samples. 　　The major results for the research are as follows: 1. When the motivation of purchasing tea drink is the refreshment, customers will be influenced by the following factors, such as pursuing fashion, sensational attribute, format attribute and brand equity etc,. The positive or negative correlation among life style, product attribute, brand equity and the motivation for purchase indicates the purchasing pattern is not affected by a single factor, and the correlation may be positive or negative. Thus, it is quite difficult for companies for forecast consumers’ decision making for purchasing. 2. When the motivation of repurchasing tea drink is the well known brand name, customers will be influenced by the following factors, such as pursuing fashion, conscious on health, practical life style, sensational attribute, expansive attribute and brand equity etc,. The positive or negative correlation among life style, product attribute, brand equity and the motivation for repurchase indicates the repurchasing pattern is not affected by a single factor, and the correlation may be positive or negative. 3. We may conclude that it exists the significant difference between the motivation for purchase and population statistics variables, such as sex, age, educational background, occupation and salary. This thesis may prove that the population statistics variables may be an effective variable for the market segment for the tea market.