A Study on the Influence of Purchase Behavior for Brand Awareness of Brand Purse － College Students in Taichung Area for Example

• Main Authors: Li-Fen Lin, 林麗芬
• Other Authors: Tarng-Ping Chen
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/24867107664307063341

碩士 === 嶺東科技大學 === 高階主管企管碩士在職專班 === 99 === The main purpose of this study is to realize the influence of purchase behavior for brand awareness of brand purse for college students in Taichung area. The primary data was collected through questionnaires for further statistical analysis. The results showed that, Gucci, PlayBoy, LV, Coach, and Porter-were the top five brands based sample survey. Some characters exist significant differences for "brand cognition", "brand recall", "message getting" and "purchase behavior", "brand awareness" and "purchase behavior" also has significant differences. This study suggests that the industry pay more attention to the promotion and advertising or media magazines and often use STP strategy. In addition, with the Internet business booming more and more, the firms can establish sales platform on the Internet to meet the needs of young people and capture the Internet market.