Determinants of Young Consumers’ First Purchase of Vehicles— A Case Study for the Hsinchu Area

碩士 === 國立交通大學 === 管理科學系所 === 94 === Past survey reports on the automobile market indicate that the participants are mostly non first-time vehicle buyers, and the issues addressed are mostly on the buying procedures, vehicle usage, service satisfaction and information on the last vehicle purchased. F...

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Main Authors: Wei-Lin Wu, 吳韋霖
Other Authors: Po-Young Chu
Format: Others
Language:zh-TW
Published: 2006
Online Access:http://ndltd.ncl.edu.tw/handle/54701291484252583743
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spelling ndltd-TW-094NCTU54571682016-05-27T04:18:55Z http://ndltd.ncl.edu.tw/handle/54701291484252583743 Determinants of Young Consumers’ First Purchase of Vehicles— A Case Study for the Hsinchu Area 年輕族群初次購車決策之要素分析研究--以新竹地區為例 Wei-Lin Wu 吳韋霖 碩士 國立交通大學 管理科學系所 94 Past survey reports on the automobile market indicate that the participants are mostly non first-time vehicle buyers, and the issues addressed are mostly on the buying procedures, vehicle usage, service satisfaction and information on the last vehicle purchased. Few researches focus on first-time buyers. Recent NCBS (New car buyer surveys) reveal that the proportion of first-time purchases is growing steadily; the purchasing behaviors of first-time buyers are obviously different from those who buy for the second time or change for another new car. According to the market structure, the proportion of first purchase group is greater than a quarter of the entire automobile market.Hence the percentage is so high that no automobile manufacturer should ever ignore. The purpose of this study is to explore the determinants of young consumers' first vehicle purchases by delaminating the factors that general consumers concern about when buying a car. A questionnaire is designed with Analytic Hierarchy process to elicitate young consumers' opinion to analyze the salient determinants of young consumers' first purchase of vehicles. Statistical variables under different populations can reveal the characteristic of each categorized group. At last, by analyzing and generalizing the outcomes, suggestions can be made for domestic automobile companies to effectively limited resources and set related marketing strategies. The results of this study show that the determinants of young consumers' first purchase of vehicles are as follow: 1.Difference of relative weights of six key factors ‘Purchasing cost’ is the most important factor, the second one is ‘performance’, and the third one is ‘quality and services’. The rests are ‘vehicles’ appeal’, and ‘functional demands’. ‘brand’ is the least important factor for young consumers to consider. 2. Difference of relative weights between 18 sub-factors The three major sub-factors that young consumers concern mostly are “vehicles’ price” under the ‘purchasing cost’ category, “classification and modeling of vehicles” under the ‘vehicles’ looks’ category, and “breakdown ratio” under the ‘quality and service’ category; their relative weights are around 11.6%, 10.4%, and 9.6%, respectively. The sum of relative weights for these three sub-factors’ is more than 30%. Po-Young Chu 朱博湧 2006 學位論文 ; thesis 83 zh-TW
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description 碩士 === 國立交通大學 === 管理科學系所 === 94 === Past survey reports on the automobile market indicate that the participants are mostly non first-time vehicle buyers, and the issues addressed are mostly on the buying procedures, vehicle usage, service satisfaction and information on the last vehicle purchased. Few researches focus on first-time buyers. Recent NCBS (New car buyer surveys) reveal that the proportion of first-time purchases is growing steadily; the purchasing behaviors of first-time buyers are obviously different from those who buy for the second time or change for another new car. According to the market structure, the proportion of first purchase group is greater than a quarter of the entire automobile market.Hence the percentage is so high that no automobile manufacturer should ever ignore. The purpose of this study is to explore the determinants of young consumers' first vehicle purchases by delaminating the factors that general consumers concern about when buying a car. A questionnaire is designed with Analytic Hierarchy process to elicitate young consumers' opinion to analyze the salient determinants of young consumers' first purchase of vehicles. Statistical variables under different populations can reveal the characteristic of each categorized group. At last, by analyzing and generalizing the outcomes, suggestions can be made for domestic automobile companies to effectively limited resources and set related marketing strategies. The results of this study show that the determinants of young consumers' first purchase of vehicles are as follow: 1.Difference of relative weights of six key factors ‘Purchasing cost’ is the most important factor, the second one is ‘performance’, and the third one is ‘quality and services’. The rests are ‘vehicles’ appeal’, and ‘functional demands’. ‘brand’ is the least important factor for young consumers to consider. 2. Difference of relative weights between 18 sub-factors The three major sub-factors that young consumers concern mostly are “vehicles’ price” under the ‘purchasing cost’ category, “classification and modeling of vehicles” under the ‘vehicles’ looks’ category, and “breakdown ratio” under the ‘quality and service’ category; their relative weights are around 11.6%, 10.4%, and 9.6%, respectively. The sum of relative weights for these three sub-factors’ is more than 30%.
author2 Po-Young Chu
author_facet Po-Young Chu
Wei-Lin Wu
吳韋霖
author Wei-Lin Wu
吳韋霖
spellingShingle Wei-Lin Wu
吳韋霖
Determinants of Young Consumers’ First Purchase of Vehicles— A Case Study for the Hsinchu Area
author_sort Wei-Lin Wu
title Determinants of Young Consumers’ First Purchase of Vehicles— A Case Study for the Hsinchu Area
title_short Determinants of Young Consumers’ First Purchase of Vehicles— A Case Study for the Hsinchu Area
title_full Determinants of Young Consumers’ First Purchase of Vehicles— A Case Study for the Hsinchu Area
title_fullStr Determinants of Young Consumers’ First Purchase of Vehicles— A Case Study for the Hsinchu Area
title_full_unstemmed Determinants of Young Consumers’ First Purchase of Vehicles— A Case Study for the Hsinchu Area
title_sort determinants of young consumers’ first purchase of vehicles— a case study for the hsinchu area
publishDate 2006
url http://ndltd.ncl.edu.tw/handle/54701291484252583743
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