| Summary: | 碩士 === 淡江大學 === 國際貿易學系國際企業學碩士班 === 93 === Consumers purchase goods from various channels or retail formats, such as grocery stores, drugstores, mass merchandisers, club stores, and convenience stores. But in the process of select channels, consumers always affected by kind of life pattern, characteristic of products, characteristic of channels and so on. In terms of characteristic of products, consumers can select channels on the basis of factors such as purchase frequency, brand, brand differentiation, price, convenience, assortment and service. Therefore the study will explores that what types of products categories are associated with a channel and consumer’s life pattern, attribute of product, characteristic of channels will influence association of channel and product category.The results of the study display when consumers purchase convenience goods and shopping goods, they will select different channels. In convenience goods, consumer most closely associated with convenience store, mass merchandiser, supermarket. Because characteristic of convenience good is high frequency, low price, thus consumer would not waste time and energy in shopping. In the result we can infer characteristics of association of channel and product category are channel has many sites, easy reach, regularly promote of advertising and so on. On the other hand ,in purchase shopping goods often consider product quality, product price, brand, service and so forth, thus characteristics of association of channel and product category are provide a variety of brand, professional, product quality, service and so forth, such as department store, Specialty Stores. On the other hand, we can discover different life pattern can influence association of channel and product category, and it also can influence consumer in differentiation of product purchase.Finally, this study suggest if channel want to improve competition advantage, ought to understand degree of association of channel and product category in consumer mind. By way of relationship with association, channel must position themselves and undertake initiatives that enable them to compete with one another successfully.
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