An Application of Fuzzy Synthetic Evaluation on the Assessment of Enhancing Store Image Factor for Consumers in Living Mart Retailing Industry

• Main Authors: Chao-Han Chien, 簡昭漢
• Other Authors: Hsin-Pin Fu
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/48055256685725236495

碩士 === 國立高雄第一科技大學 === 行銷與流通管理所 === 95 === Recently, Taiwan retailing faces many challenges such as high competition and format transformation. According to the investigation of statistical department of ministry of economic affairs (MOEA) total yield of General Merchandise in the retail industry grows up gradually from 1999 to 2006. This research observes that the living mart retail is being mature and steady in Taiwan and it has clear market orientation and target customer. This paper is to find out the factors of influencing the retail store image of consumer. Besides investigating this most suitable store image factors in living mart retail, the Analytic Hierarchy Process (AHP) is used to analyze the weights of each factors. Then, the author compares the difference of store image under differential consuming groups. Finally, this Fuzzy Synthetic Evaluation (FSE) is used to combine the suggestions of expert and consumer in order to analyze the most important characteristics of target consuming groups. Finally, this research can be provided to the practical in analyzing the store image factors and finding the important characteristics of target consuming groups. Therefore, the retailing can further draft their competitive marketing strategies.