The Relationship Among Consumer’s Gender and Marketing Strategy - A Case Study of Lens Crafter

• Main Authors: Lee Chang Chung, 李長軒
• Other Authors: Chang Tai An
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/h86k2d

碩士 === 中華醫事科技大學 === 視光產業碩士專班 === 102 === Abstract This essay researches on the consumers, for the purpose of studying on the relationships among consumer’s gender and marketing strategy. Stratified sampling method was conducted upon the study base (the faculties) with 333 are valid SPSS17.0 data analysis method is used to perform Descriptive statistics analysis, Reliability analysis, Independent-Samples t Test, ANOVA and Pearson Correlation Analysis. This research introduced Cronbach’s αcoefficient to conduct reliability analysis. Reliabilities of the four variables and reliability of the entire questionnaire are higher than 0.6. It appears that the questionnaire is internally consistent and is suitable for performing positive analysis. The obtained results were showed as below: 1. In this study, consumers of Lens Crafter are mostly female (51.4%) age from 16-25(34.2%), mainly college graduates (53.2%), mainly Student Occupation (36.9%), mostly with less than $20,000 of personal disposable income per month (40.5%). 2. There are significant differences of Price and Promotion on consumers of different gender. There are significant differences of Product on consumers of different age. There are significant differences of Promotion on consumers of different education. There are no significant differences of Product, Price, Promotion and Place on consumers of different personal disposable income per month. 3. There are relationships in between the relationships among marketing strategy (Promotion) and Consumer's gender. Keyword: Marketing Strategy, 4Ps- Product, Price, Promotion and Place.