Taiwan buys the research of the loyalty of the scientific and technological products—Buy the digit camera as the example with Tainan

• Main Authors: Yuan-hong Jhao, 趙元宏
• Other Authors: Ciou-hua Wang
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/30283578219887489037

碩士 === 立德大學 === 科技管理研究所 === 97 === With the global economic development and changes in patterns of domestic industries, in the twenty-first century global business environment, market competition into the unprecedented, modern consumption patterns and the concept of change is constant, and consumer decision-making along with the purchase of the changing. Since the era of high consumption, made by various manufacturers to improve the quality of manufactured products, in each other's strong price competition, also to narrow the gap, focus only on price and quality and functional products have become increasingly inadequate to meet the needs of consumers, therefore begun to attract attention to brand. Especially, digital camera industry is now getting higher and higher rate, has almost replaced the traditional optical camera, digital cameras become more consistent product features, apart from the pixels, shape, color…etc, nothing much has changed, with the increasing stability of market prices, digital camera has become to consumer electronic products. So, decision will depend on sales of key brands, how to enhance brand awareness and establish brand loyalty of consumers has become the next digital camera key factor in market competition. This study will explore the characteristics of consumers； purchasing patterns； product characteristics； market characteristics and brand loyalty of consumers there is an obvious impact.