The Analysis of Brand Perception Position of Cord Blood

• Main Authors: Chun-Hung Wu, 吳俊鴻
• Other Authors: Yi-Chang Chen
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/65643887788463245596

碩士 === 崑山科技大學 === 企業管理研究所 === 101 === ABSTRACT How to choose cord blood bank for expectant parent? What kind of the factors need to be considered during various cord blood banks? The object of this investigation is to find out the key factors of purchase intention of consumers by their understanding and knowledge. Hence, this investigation will adopt questionnaire for quantitative research. The objectives of questionnaire focus on the expectant parent, who examined childbirth at Beitou area of Taipei city and Banciao area of New Taipei city. The results displayed that the key factors of choosing cord blood bank include quality of production, after-care service and brand image. However, the imperfect conclusion made in this study due to the limits on research. Because of the cord blood saving is a new production; there is still no suitable theory to explain the results. The results of this investigation will be more consistent and accurate until more suitable theory developed.