A Study on the Psychological Value and Perception of Customers towards the Image Evaluation of the 3C Products Made in China –– Taking the 3C Consumption Materials of Southern Taiwan for Example

• Main Authors: CHEN SHENG CHIEH, 陳聖傑
• Other Authors: 謝俊雄
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/25267981187777326599

碩士 === 高苑科技大學 === 經營管理研究所 === 95 === There is a trend that the traditional business model of 3C products is replaced by the large-size 3C chain malls. The international marketing personnel have to understand the consumers of different countries. In the process of making purchasing decisions, they should refer to some information clues, including the internal clues (design and function), external clues (price, brand) and the country of origin of product. Therefore, some products of foreign countries are popular to consumers, but some are not. Besides the reasons of price, brand, design and function, the popularity of product can be affected by the “national image” of the country of origin. In the aspect of relationship marketing (RM), Berry (1983) thinks that in a multiple-service organization, the strengthening of relationship with customers can be done by attraction and maintenance. Attraction refers to the ways to attract customers to buy (e.g. low-price strategy), but this is merely a small part in the process of marketing. Maintenance refers to the close tracking of customers to establish long-term honesty. The customers’ psychological value caused by the effect of the country of origin of a brand is a problem that is neglected by most 3C distributors. The study focuses on this part to explore the related problems. According to the theory of rational acts, the study makes a random survey of the main research facets, including such issues as customer psychological value, made-in-China effect, brand awareness, and so on. From the literature, the study also induces six research problems and 48 variables to conduct SPSS data analysis and investigation. The research targets are the consumers of Southern Taiwan who are capable to buy the consumption materials and products. The scope of survey covers Tainan County and City, Kaohsiung County and City, and Pingtung area. The investigated places are the different 3C shopping malls, and the sales spots of the members of Pingtun County Computer Association. The questionnaires of the study were distributed in different 3C shopping malls and sales spots. Customers were asked to sign the questionnaires on the spot, and then the people working for the sales spots were responsible for collection. The period of survey lasted for two weeks, and there were 343 questionnaires returned. The research results show that 64.5% of customers are not willing to buy the made-in-China products. However, in reality, 80~100% of the product in the market are made in China. Obviously, the customers’ psychological value in respond to the made-in-China effect has been neglected, especially by the local manufacturers who are used to mass production. In fact, the export-oriented Taiwan market is relatively small in size when compared with the global market. Despite this, as observed from the national income and the purchasing power of customers, Taiwan is a small niche market, as well as a blue sea that can be easily neglected by people. The study also finds that in the keenly competitive 3C market, retailers continuously import the low-cost made-in-China products to create low-price attraction, but neglects the customers’ negative and stiff impression on the made-in-China effect. The customers’ dissatisfaction would be transferred to the shops. Although the low-price attraction of the made-in-China products can bring short-term profit, it may possibly lead to the loss of long-term honesty of customers.