An Investigation of Consumer Decision-Making Process at Preschool in Kaohsiung and Pingtung

• Main Authors: CHIEN, HUA-TSUO, 簡華佐
• Other Authors: CHEN, HUEI-JEN
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/db69ew

碩士 === 國立屏東大學 === 幼兒教育學系碩士班 === 106 === 　　The purpose of this study is to investigate the consumer decision-making of private and public preschools in Kaohsiung and Pingtung. By distributing 348 self-made questionnaires to teaching and clerical staff of different identities, which is supplement by semi-structure interviews with three parties, an investigation is conduct in four areas, which are, types of preschools’ consumer decision-making, respondents’ participation in the consumer decision-making process, respondents’ considerations in consumer decision-making, and preschools’ consumer decision-making process. The following conclusions are draw after a statistical analysis of the data. 1. The purchase of “small, low-price consumables,” “large, high price consumables,” and “new products” are commonly seen in the private and public preschools in Kaohsiung and Pingtung. 2. The collective consumer decision-making is very universal in the private and public preschools in Kaohsiung and Pingtung. 3. Most teaching and clerical staff of the private and public preschools in Kaohsiung and Pingtung had experience participating in consumer decision-making. Such an experience is particularly common among personnel’s in leadership positions, as well as the teaching and clerical staff of public preschools. 4. Most teaching and clerical staff of the public and private preschools in Kaohsiung and Pingtung always assume roles with a lower degree of participation in the consumer decision-making process, such as initiators, purchasers, and users. 5. The personal consumer decision-making participation extent of the teaching and clerical staff of the public and private preschools in Kaohsiung and Pingtung is higher than collective consumer decision-making participation. 6. The satisfaction of consumer decision-making participation extent of the teaching and clerical staff of the public preschools and personnel’s in leadership positions in Kaohsiung and Pingtung is higher than private preschools and the teaching and clerical staff. It is affected by the amount of their participatory experience and the extent of restrictions on them. 7. The considerations most value by the public and private preschools in Kaohsiung and Pingtung in their consumer decision-making are safety, practicality, and needs. 8. The most common stages in the consumer decision-making process of the public and private preschools in Kaohsiung and Pingtung are problem recognition, information searches, alternative evaluation, purchase decisions, and consumer use.