The Effect of Point of Purchase on Impulse Buying Behavior-The Case Study of Western-Style Fastfood Industry

• Main Authors: Yu-Hua Liu, 劉又華
• Other Authors: TaiHwa Chow
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/24835779394241564323

碩士 === 國立中山大學 === 企業管理學系研究所 === 100 === With the change of world economy and the constant innovation of technology, people’s lifestyle and eating habits have changed tremendously. And There are more and more people like to eat out. When they are choosing restaurants, the western-style fastfood will be often taken into account. In fact, eating too much fast food in high calories will cause nutrition disorders and fatness. So consumer should keep careful attitude toward this kind of food. In Taiwan, every western-style fastfood corporation is in high competition. In order to increase sales and market share, firms adopt different marketing strategies to attract consumers. When new products are launched, the point of purchase advertising will be replaced right away to convey product information to customers. Therefore, the research chooses McDonald’ s, Mos Burger and Burger King because they are top corporations. The main purposes as follows: 1. Among McDonald’ s, Mos Burger and Burger King’s point of purchase advertising, to explore the relevance between impulsive buying behavior and point of purchase advertising. 2. To research the revision effect of impulse buying characteristics and demographics. This research analysis consumers’ behaviors after seeing point of purchase advertising in Mcdonald, Mos Burger, and Burger King. After analyzing, we found that consumers in Mcdonald, Mos Burger and Burger King has lower ratio of impulsive buying behavior. Thus, point of purchase and impulsive buying behavior are low connected. About revision effect of impulsive buying characteristics, only Mos Burger has revision effect. About demographic variables, age, educational level and monthly income don’t have revision effect in three research objects. And about sex, only Mos Burger has revision effect.