A study of consumer behavior, marketing strategy and the selection of decorative crystals at home

• Main Authors: Hwa Tsen, Shu, 徐華震
• Other Authors: Hwei-Shen, Lin
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/95094304069596690457

碩士 === 中國文化大學 === 生活應用科學研究所 === 98 === Abstract Natural crystals and their related ornaments were introduced into the Taiwan market in the early 1990's and have been popular now for almost two decades. During this period, the market was stimulated by the Western New Age Movement as well as the legend of Atlantis. As a result, many people have been fascinated with the mysterious powers of natural crystals. However, very limited study of natural crystals has been undertaken domestically. The main purpose of this research is to investigate consumer behavior in this industry, to determine key drivers in terms of marketing stimuli and psychological factors, and accordingly to develop new marketing strategies for future development reference. A on-purpose sampling survey of 420 consumers was undertaken from the four branch shops of Blanco Enterprise Company Limited (located at Taipei, Taichung, Tainan and Kaohsiung respectively), by scale table questionnaires including the subject's personal background, marketing stimuli, psychological factors and consumer behavior with respect to natural crystal ornaments. The data analysis of 413 effective questionnaires used descriptive statistics, t-test, one-way ANOVA, Scheffe’s method, chi-square test, Pearson’s product-moment correlation, and multiple- regression-analysis from SPSS 12.0 for Windows. The results of this study were as follows: 1. The consumer’s age and religious belief showed significant difference with respect to psychological factors. 2. The consumer’s average annual visiting time and on-line order showed significant difference with respect to marketing stimuli. 3. The consumer’s average annual visiting time, date of arrival, main purpose and on- line order showed significant difference with respect to psychological factors. 4. The six factors of marketing stimuli including products, price, distribution, promotion, service & communication showed a positive low correlation with psychological factors, characteristics and motivations(r=.260). 5. The prediction model built with marketing stimuli and psychological factors showed positive relation with satisfactory degree 3.7% only. 6. The marketing strategy, made up according to the research results, successfully reached the pre-estimated goal of 15%. It is hoped that the results and conclusions of this research can provide useful recommendations to the natural crystal ornament industry and to any follow-up research. Keywords: natural crystal ornaments, consumer behavior, marketing stimuli, psychological factor, marketing strategy.