The Effects of Brand Awareness and Product Style to Consumer Purchase Decision－A Case Study of Digital Camera

• Main Authors: CHIA-WEN CHU, 朱嘉雯
• Other Authors: 作者未提供
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/rja2q3

碩士 === 銘傳大學 === 設計管理研究所碩士在職專班 === 94 === With the competitive pressures arising from globalization in the 21st century, consumer product companies continue to develop and introduce high specification products at a reduced price. However, consumer behaviors are continuously changed and are not satisfied with low price products. Consumers tend to purchase products with famous brand and with a unique designed product style. The successful story of Apple Computer Company tells that using luxury product selling strategy to sell sleek designed iPod could increase overall brand value and proved that product style is critical in today’s consumer market. People start to believe that a product style represents a person’s taste. The “Esthetics Economic Period” is arriving and is leading the consumer product into a high standard product style. Brand awareness and product style becomes important selling features. Only very few studies focus on the relationship between brand awareness and product style to consumer purchase decisions, hence the current study used consumer digital cameras as an example to explore the effects of brand awareness and product style to consumer purchase decisions, further to provide meaningful marketing suggestions for practical applications that were inspired by consumer purchasing behavior. Base on the theory of E-K-B model, this study adopted questionnaire survey to investigate the consumer purchase decisions of different consumer digital cameras, and to verify the effect of brand awareness and product style to consumer purchase decision. It is expected that the results of the study could provide practical suggestions for Taiwan''s industry to establish brand marketing and product design. 666 young internet users participated in the survey and 407 valid samples were collected. This study is concluded by combining the results of questionnaire survey and theories from literature. It can be found that brand awareness and product style of the consumer digital camera have positive effects to consumer purchase decision. Additionally, brand awareness and product style strongly influence consumer purchase decision. The digital camera consumers can also be categorized into two groups: professional user and brand loyalist. Consequently, brand awareness and product style play critical role in consumer purchase decisions and can be applied to a practical marketing decision.