Investigation and Applications of Consumer Behavior and Word of Mouth Marketing - With the Young Smokers as an Example

• Main Authors: LEE,TE-SHEN, 李德生
• Other Authors: Tom M. Y. Lin
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/95124286397923651923

碩士 === 國立臺灣科技大學 === 管理研究所 === 101 === Due to the legal requirements for tobacco marketing is getting severe, it is now some or all forms of tobacco advertising are banned in many countries. Under the circumstances, the tobacco market scale is narrowed down year by year around the world. In Taiwan, since the amendment of the Tobacco Hazards Prevention Act is executed, the tobacco taxes as well as the average cigarettes selling price have a substantial increase. Affected by the policy of pricing against demands, tobacco products sale has declined in Taiwan market and which also impacted the Tobacco market. This thesis is to study the consumer behaviour of young smoker, word-of-mouth marketing and the influence between these two sides, and aims at understanding the consumer behaviour through the focus group interview to provide the tobacco manufacturers about the marketing strategy and word-of-mouth promotion as references. The valid sample of this study has involved 36 interviewers who smoked at least for one year and age from 18 to 30. Based on the statistics results, we can understand the impact degree of word-of-mouth marketing on consumer behaviour of young smokers. The study shows that the young tobacco consumers hold a positive attitude about word-of-mouth marketing which also has a positive impact on consumer behaviour. In addition, it also gives recommendations for other researchers as further guidelines or principles which can be conceptualized. Furthermore, I would like here to suggest the production and marketing of tobacco industry should design effective price strategy, develop new products to meet and attract consumer requirements, especially to make good use of the power of word of mouth marketing to increase the sales of tobacco products.