| Summary: | 碩士 === 南台科技大學 === 高階主管企管碩士班 === 97 === Today ‘s beer market has become increasingly universal, but they still face various clinical areas of life is not the same culture, the weather and the impact of consumption patterns. Degree angle from the cultural depth of beer consumers in the Tainan area of the store B.B.Q. analysis. Therefore this study will B.B.Q. shop in Tainan area, according to the regional manager for 20 stores B.B.Q. to explore the cultural significance they represent,but also compare their lifestyle brand positioning,consumer behavior, such as three types of issues with the abnormal.
The purpose of this study was to explore the Tainan area beer stores B.B.Q. lifestyle of consumers, brand image of the differences in consumer behavior, relevant and influential. This study questionnaires to the Tainan area B.B.Q. stores for the beer consumer research, information dissemination and collection of questionnaires in order to store the Tainan area B.B.Q. beer consumption of customer – oriented ; of this study ,500 queestionnaires were issued , recovery of 348 copies , of valid questionnaires.
The purpose of this study the use of descriptive statistics , analysis of the differences ,pearson correlation analysis and regression analysis methods such as statistical analysis and mining SPSS statistical software for statistical analysis tools ,key findings are as follow：
(A) beer shop in Tainan B.B.Q. consumers personal background characteristics (gender, age, average monthly income, years of drinking, education, occupation) in the life style, brand image and consumer behavior, such as part dimensions were significantly differences.
(B) of the Tainan area B.B.Q. beer consumers shop in the life style, brand image and consumer behavior, the study variables were significantly related to between the part.
(C) of the Tainan area B.B.Q. beer consumers shop, in the life style, brand image and consumer behavior, the study variables of multiple regression analysis, some have a significant effect.
By the analysis of this study was to aggregate the results, the conclusions made B.B.Q. shop practice to provide a reference for future research and recommendations.
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