| Summary: | 碩士 === 中華大學 === 企業管理學系 === 105 === With the socio-economic background of vigorous development, Income has gradually increased,Life quality also will increase.The consumption of wine is also increasing year by year, the wine is no longer only for special occasions, to celebrate the festival of addiction products, tasting wine has become a fashion, enhance the taste of a living habits. However, the quantitative study of wine consumption behavior in the past domestic literature is quite scarce.
This study first explores the relevant research on the factors that affect the purchase of wine by consumers. In this paper, we discuss the relevant extension research from the literature, and then set the research title and research goal of this research, and finally design the questionnaire to conduct market research and data analysis.
In this study, 200 questionnaires were distributed and 200 questionnaires were collected. The questionnaire was used as a questionnaire, and the reliability of the data was established by reliability and validity analysis. Finally, statistical analysis was carried out. This study integrates four major indicators and five performance projects to carry out hypotheses on the question, four of which indicators for commodity prices, annual income, merchandise display and advertising; and five performance projects for consumer motivation, purchase frequency, customer loyalty, Wine sales and market share. After the statistical analysis, the study obtained the commodity price, the merchandise display and the advertisement propaganda. The three research indexes accorded with the reliability and validity analysis and the results after the data feedback were unified will directly affect the five performance indicators purchased by the consumers.
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