A Study on Personality Traits and Purchasing DecisionbMaking of Structured Notes Purchasers

• Main Authors: Jen-Fang Chang, 張仁芳
• Other Authors: Scott S.C. Lung
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/20527483733334306657

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.