| Summary: | 碩士 === 國立高雄第一科技大學 === 企業管理研究所 === 94 === Abstract
To understand the personality traits and the factors of purchasing decision making
of the structured notes purchasers, this study investigated the personality traits of the
structured notes purchasers with using sixteen Cattell’s Factor-Trait and devided the
purchasers into four groups by K-means method. Also, this study collected the decision
factors of purchasing the structured notes from practical perspective and then the weight
of each factor was found by analytic hirarchicl process (AHP) in order to understand the
importance of each factor. Then, the seller of structured notes can market the structured
notes to the purchasers of different personality traits with different marketing strategies.
The result of this study discovered that clearly-dignified group and
kindly-following group have the bigger purchasing elasticity than another two. They
have more sufficient fund, so, they are the main customers of marketing. In the weight
of purchasing factors aspect, we found that the commodity factor and the purchaser
factor have the higher average weight. Therefore, the result of this study provided the
meaning of management to the managers who issue the structured notes and then to
suggest the sales some marketing strategies. The main way is to shorten the sale path
and to find out the rapidly and efficient way for their sales. Not only expect that could
increase the value to customers, but also increase the sales effects.
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