| Summary: | 碩士 === 國立高雄餐旅學院 === 餐旅管理研究所 === 93 === ABSTRACT
A survey was conducted to study the consumer behavior related to the purchasing of imported liqueurs such as whiskey, brandy, and wine for gift-giving during special occasions.
Results of this study indicated that consumers selected different type of liqueurs or wines in order to match different occasions and the recipients. Results also found that different marketing strategies had significant influences on purchasing behavior related to sex, age, education, occupation, residential area, and average monthly income.
Wines were selected the most except for Father’s Day, which whiskey was preferred over than other types of liqueurs. Men preferred whiskey while women preferred wines. Consumers surveyed also indicated that wines were the choice for gift-giving, especially red wines. The brand image of whiskeys had the most influence on purchasing behavior, and the brandy was selected the least. The characteristics of consumers who selected imported liqueurs for gift-giving were male with both average to high income and education. The average budget for purchasing was 1,000 to 1,500 NT Dollars.
Consumers who reside in northern Taiwan preferred advertisements with celebrities who possess professional images. In southern part, consumers preferred general celebrities while consumers in central Taiwan preferred figures of top management. Consumers with age over 35 preferred professional images. Internet and TV shopping network were the preferred channels for purchasing by younger consumers with higher education. Most recipients were friends.
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