| Summary: | 碩士 === 中原大學 === 商業設計研究所 === 95 === This main purpose of research lies in probing into the retail market. Dependence that mascot、brand cognition and preference, analyze consumer's cognition and preference of mascot image of different classification. The study is divided into four stages. The first stage is investigation and examination the thing screening for the present situation. The second stage is scale chosen about mascot vision image and preferences. The third stage is about the questionnaires design、 preexamination and formal investigation. The fourth stage is recovery of the questionnaire and data quantification analysis. The Study focuses on junior /senior high school students in the northern country, and sampling by convenience sampling. There are 276 effective questionnaires altogether.
According to study, teenagers' brand cognition of the mascot has difference with their education and consumption each time. Moreover, mascot and consumer's brand cognition have one degree to height positive correlation. In the related respect of the mascot and consumer's brand cognition, it is via multiple regression analysis, We know the relationship、cognition degree、psychological position and difference of brand cognition's structure that make a variance is 0.727 to explain brand attitude, that means predicting 72.7% of the variation amount of consumer's brand attitude. In the cognitive respect of image of mascot image classification, the appraising in every adjective image by people of different education has obvious difference of showing. On the preference of mascot image classification, female are higher preference in the fictitious model mascot than male.
Because this research only sets up three kinds of goods of candy、biscuit and beverage in the retail market. The goods (candy, biscuit and beverage) are to appraise brand cognition and preference. So propose follow-up study can expand the classification of the goods to investigate further, in order to leave reference of market analysis as classification or the family property of different goods. And can expand the age range of persons who are examined, in order to analyze the relationship of all age’s consumer's brand cognition and preferences synthetically.
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