| Summary: | 碩士 === 元智大學 === 企業管理學系 === 98 === In the market, there seems to exist certain kinds of products which are something unique and extraordinary to consumers. These kinds of products own the characteristics of quintessence, which is something like soul. They are not improvable, because customers like the products the way they are. Sometimes, these kinds of products could bring pure joy to the consumers. In this study will take the term “Classic Products” to describe such products.
The purpose of this research is to explore the phenomenon of classic products in consumer market. To better understand that what form this phenomenon and more importantly this study focus on consumers’ perspective. This study tends to probe into consumers’ mind toward these classic products, so that researcher could get to know the important factors make product success from consumer perspectives. From that companies and marketers might gain benefits from it.
This research adopted qualitative method as research method to explore this classic product phenomenon, and in-depth interview was used for 30 subjects from general consumers to collect the raw data as analysis basis. The research results showed that the classic products are highly related to the consumers’ past time, and the consumers perceive classic products as exist for so long in their mind. To the consumers, the product attributes of classic products will stand out from other products. In the meanwhile, the classic products are highly accepted by the people or society.
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