The Research of Buying Behavior and Decision Making in Paint Retailing Market

• Main Authors: CHEN,CHUN-MEI, 陳春梅
• Other Authors: MA,HENG
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/38934548878362461062

碩士 === 中華大學 === 工業管理學系 === 105 === ABSTRACT The purpose of this study is to analyze relationships of consuming behaviors and brand decision in Taiwan’s paint retailing market. Market segmentation is described by products’ margin benefits and importance of retailers’ attributes. The County of Hsinchu was designated as sampling pool because of its fast-growing habitant building being constructed. The increasing population of this area introduces features and variables employed in this study to realize purchasing decision-making process under different geographical districts. Marketing strategies of retailers was also investigated. Consumers were differentiated by three types including economic, appearance and practical. Results show that the purchasing decision is significantly influenced by districts and purchasing types in this area. Marketing strategies of retailers therefore should be developed according to these factors.