Establishing a Retail Strategy based on Customer Value – A Means – End Chain Application

• Main Authors: King-Ying Chang, 張金英
• Other Authors: 林心慧
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/cpjrhd

碩士 === 臺中技術學院 === 流通管理系碩士班 === 97 === Home is the most important place of world, It provide people physiological & psychological supplyment. 26% Taiwan people sepnd more than 50 hours to work, over 14% people ovetime 60 hours per week. The major activities at home are sleep, watch TV and web. Only 54% Taiwan people have insteresting in home furnishion, they spend 1.3% of GDP on furnishion stuff; but spend 5.3% 0f GDP on hi- techniech. Store attributes and gender impact consumption decision making. Retailer located the higtest competitive markets, consumers trend for convient & efficiency shoppig. This report employed Means-End Chain theory and laddering interview skill to interview with 40 furniture and accessories consumers of Tayouan, Taiwan in Feb, 2009. We try to find out value cognition behind shopping motivation and interview result category by content analysis. This study conducts hierarchary value map and critical means-end ladders per store type & gender. The 3 key factors influence consumers are: function, convenient facility and price. Consumers care about consequence of convenient, easy shopping, practical and integrated design. The major personal value behind shopping motivation is warm family, pleasure of life and security. Store type and product attribute will attract different type of consumer group. The consumers from hypermart most care price & practical, and those consumers from specity shop most care about shopping atmosphere and integrated design. From the gender point of view, male and femal are no difference only the importance order are swap; 1st poriority of male is security, and warm faily is the 1st poriority of femal.