The Study on Influencing Factors of Consumer Bevavior in Brand benefit,Perceived quality,and Promotional activity in the Health Certificate Drink.

• Main Authors: Yung-Te Yuan, 元永德
• Other Authors: none
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/47876042267123892597

碩士 === 國立中正大學 === 企業管理所 === 96 === The crucial basis of a business to reveal the advantage, to keep competition advantage, and to develop enterprise benefits is brand. The key element concerned with customer consideration in purchasing process is quality and the differentiation could be built and informed by the customer’s cognition of perceived quality. Furthermore, promotion is a form of activity to recompose the customers and sellers of sales channels. A questionnaire survey was conducted among the health drink buyers selected by random sampling in three megalopolis of Taiwan - Taipei, Taichung, and Kaoshiung. An affective sample size of 312 was selected randomly and it would be evaluated by Reliability Analysis, Descriptive Statistics, Factor Analysis, Correlation Analysis, Compare Means, Multiple Regression Analysis, and ANOVA analysis. The purpose of these evaluations is to make a thorough inquiry to the customers’ purchasing behavior of drink with health-food certification by analyzing how the variances such as brand benefit, perceived quality, and promotional activities affect customers’ purchasing behavior and the correlations between different variances. The research results of this study are as follows: A. The correlation is significant between brand benefit and the customer inclination to repurchase health drink. B. The correlation is significant between perceived quality and the customer inclination to repurchase health drink. C. The influence of price promotion shows significant variation in brand benefit, perceived quality and customer inclination of repurchase. D. The survey candidate cognition of brand benefit and perceived quality shows variation by different socio-economic status. E. The customer inclination of repurchase shows variation by different consuming habits.