| Summary: | 碩士 === 國立中山大學 === 高階經營碩士班 === 103 === This study is to analyze and explore the consumer behavior when purchasing a child safety seat, apart from general behavior, 3 details were considered in particular:
1. Whether different gender consumer have different purchasing behavior and decision making while buying a child safety seat.
2. Whether different age group consumer have different purchasing behavior and decision making while buying a child safety seat.
3. Whether different income consumer have different purchasing behavior and decision making while buying a child safety seat.
Using the data from survey, considering consumer demographic variables, Consumer Behavior Theory and Brand Value theory to explain why consumers does not go through complicated and time-consuming procedure to make the purchase.
This study is conducted through questionnaire, after discussions with the guidance of professor, the plan is to send out 200 questionnaires, 150 in northern area, 50 in central area and 50 in southern area. However, out of the 200 questionnaires sent, 150 from Northern were completed in fully, but only 13 from the southern part and 2 from central were completed. After discussion with the guidance Professor, central and southern parts were removed from this study, and 30 additional questionnaires were sent out in the northern part. Therefore, this only analyze the northern male and female consumer purchasing behavior, taking into consideration different age group and income and evaluate whether these will effect purchasing behavior and decision.
According to the results of questionnaire, product quality is the main focus for parents when purchasing a car seat, followed by comfort ability. Buying motive is mostly due to regulation requirement so mainly is for self use. The consumer are more acceptant of product ranging at NT$5,000-10,000, the products are mainly purchased from baby retail shops, followed by department stores.
In addition, results of this study can be reference for parents and general public on the factors to be considered when purchasing a car seat. Also for manufacturers and retail of the industry as a reference to development safer, more children compatible car seat that meets the parent’s expectation.
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