A Study of Customer’s Preferences, Product Attributes, and Marketing Strategies on Purchase Decisions – Paintball Rifle taken as an Example

• Main Authors: W.T.SHIH, 施婉婷
• Other Authors: H.W.WANG
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/02350981144563152191

碩士 === 國立彰化師範大學 === 企業管理學系國際企業經營管理 === 96 === The purpose of this research is to explore the distinction of people in different society economic and traveling style to the differences of paintball products feature and its marketing strategies, in expect paintball fields industry offer appropriate recreation services and fulfill the entertaining function of paintball game; Urge the government to offer aid, rethink policy on market, promotion and shortage of space. Method of research began with questionnaires on midland dwellers in different levels and gathered valid 388 samples randomly were then analyzed with descriptive statistics, chi square test, factor analysis, multivariate statistics analysis, one-way ANOVA, correlation analysis, T test, etc. According to the analysis results, the recognition of paintball products of nationals are divided into four factors “multiple recreation place”, “national pastimes”, “socialize place” and “stereotypes”, the highest recognition of all is “multiple recreation place”. The marketing strategies can be distinguished in four factors, “multiple recreations”, “extra services”, “megalopolis recreations”, and “professional guidance”, the highest requirement is “multiple recreations”. The recognition of paintball product feature is differ by the facts of levels of personal education, living location, traveling styles, frequency, motivations, fare, and the ways of consumption on paintball fields; on the other hand, marketing strategies and consumers’ preferences over the products are affected by the age, educational level, occupation, marital status, salary, living location, traveling destinations, styles, companies, motivations, and the ways of consumption on paintball fields, etc. Product feature and marketing strategies are somewhat related, the higher the recognition is, the higher the consumers’ preference over the paintball marketing strategies is.