A Study on Brand Switch Behaviors between Carrefour and Pxmart：An Example of Tainan City

• Main Authors: Wu,ShuMei, 吳淑梅
• Other Authors: Chang,ShaoLiang
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/23149197545398298152

碩士 === 亞洲大學 === 經營管理學系碩士在職專班 === 101 === Taking Carrefour and Pxmart in Tainan City as research objects, this study was to investigate the preferences of consumers in choosing warehouse supermarkets. Factors leading to the customers’ switching intentions were also explored, and PPM (push-pull mooring) theory was adopted to explain consumers’ migration behaviors. Questionnaire was designed to collect responses and 389 valid samples were obtained. Statistical methods such as descriptive statistics and logit regression were adopted to analyze the collected data. The results of the research are as follows: 1. The number of consumers who preferred to go to Pxmart warehouse supermarkets is higher than that of consumers who preferred to go to Carrefour warehouse supermarkets. 2. Consumers who put emphasis on product structures and the quality of the products tended to shop in Pxmart. 3. Consumers who put emphasis on the shopping environment and the price and promotion of the products tended to shop in Carrefour .