A Study of Promotion Strategies for Customer Satisfaction and Purchase Intension on Women Outdoors Recreation Equipment for Cassiopeia Women Outdoors Shop

• Main Authors: Yi-Yun Wu, 吳易芸
• Other Authors: Mei-Yen Chen
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/48814532570888708641

碩士 === 國立體育大學 === 休閒產業經營學系碩士班 === 101 === There are growing needs in outdoor woman retail market as many brands start put their effort on it. This study focus on the effects of promotion strategies for customer satisfaction and purchase intension on this growing female outdoors market - a case study of customers for Cassiopeia woman outdoors shop were investigated in this study. 155 effective questionnaires samples were collected. Based on the descriptive statistical analysis, t-test, oneway ANOVA, correlation analysis, and multiple linear regression analysis, the following conclusions were found: the main consumers of Cassiopeia woman outdoor shop were aged between 31 to 40 years old, most of them work in service industry. Also, there were no significant difference among population statistics, promotion strategies, customer satisfaction and purchase intension. The correlation analysis found that women consumer purchase intension was not positive affected by promotion strategy. Otherwise their purchase intention was significantly positive affected by customer satisfaction. Those find shows customer satisfaction is more important than promotion strategies when buying woman outdoors gears.