A Study of Consumer’s Preference on the Form and Colour of lady Tote

• Main Authors: Chan-di Liu, 劉瓊廸
• Other Authors: Yung-Cheng Tang
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/44475744476363263828

碩士 === 國立雲林科技大學 === 視覺傳達設計系碩士班 === 101 === Women gradually become the main consumer market, and therefore women related apparel industry to explore women bag shape and color on consumer preference for that, and consumer behavior factors that influence purchasing decisions. According to the research study design limitations implemented four stages, the first stage in sequence the current situation for women handbag investigation and experimental sample selection and limitations were observed in physical stores the status of the brand, and network to collect samples of female bag, focusing on color and shape of the distribution case, and collecting women bags experimental samples. The second phase of group discussions through focus group screening samples, delete duplicate, bag shape similar to elect a representative color and shape as the experimental sample bag, pick Nemmis, Kinaz, Prada three brands in line with the research, and building shape and color foundation to get twelve shape models, 11 colors produced experimental samples. On a stage set up in accordance with the third stage shape and color experimental samples, developing and implementing surveys; first amendment to the initial test questionnaire items, delete the extra question, and further to a formal questionnaire quiz. With Internet mysurvey system to facilitate sampling survey, by the amount assessed by measuring scales for Rick Zheyi preference order. The fourth stage to descriptive statistics analysis results of the questionnaire, find a match consumers like the shape and color of bag styles, and to explore jointly influence consumer buying behavior, differences in circumstances. The results showed that: 1 bag found to affect consumer purchasing common factors as the "right bag itself aesthetic preferences" followed by external factors, including the use of demand bag, with clothing, product price, fashion trends. The amount of monthly income consumers, does not affect the consumer purchase motivations. 2.Consumer because different occupations, their monthly income level have also been affected, but consumers career and shopping motives, does not have any impact on the relational. 3, accounting for over 80% of the students tend to consumer groups like the long ladder large package, because the meet the needs of consumers to buy, the market is currently the most common and popular package, and convenient for consumers to carry the dress with everyday use. 4 accounted for 58% of consumers favorite black bag models, but also because of the package shall shape and change preferences colors, resulting in 42% like the red bag models, which can be very black and red is the favorite color of consumers, package shall be become popular color trends.