Developing Advertising Appeal with the Focus Group Interview – A Case Study of Preneed Funeral Contract

• Main Authors: Li-Wun Lo, 羅莉雯
• Other Authors: Li-Chung Jen
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/y55gbr

碩士 === 國立臺灣大學 === 國際企業學研究所 === 106 === Though Taiwan has become an aging society, the popularity rate of preneed funeral contract is less than 2.38%. This qualitative research adopts focus group interview that analyses different attitudes toward preneed funeral contract from different members of family and advertising appeals of raising the willingness of buying the contract. This research adopts Tricomponent Attitude model to analysis the cognition, affect and conation of consumers. As for cognition, we discovered that consumers have low awareness toward the preneed funeral contract. Only because their relatives pass away or their relatives work as a preneed funeral contract sales did they recognize the information of the contract. As for affect, consumers mentally take funeral service as a comfort of livings and the memorization to the death. On the other hand, offspring held funeral service as luxury and high-end as possible to make their parents proud because people would judge it as the love to their parents. As for the conation, the reason consumers purchase the preneed funeral contract is that they thought they could reduce the burden to their offspring and make sure they could be settled well after passing away. However, the reason consumers did not purchase one is that they are reluctant to face the death and do not take the contract as necessary. As for the brand choosing for purchasing the contract, consumers are care more about the following reasons. (1) Reasonable price (2) various locations (3) trustworthy company (4) their participation experience. This research is based on the focus group interview and proposes the advertising appeal to raise the wiliness of contract purchasing. Targeting offspring who purchase the contract for their parents, this research separates into three aspects. First, from the aspects of offspring to themselves, they want to feel satisfied and regretless. From the aspects of offspring to their parents, they want their parents can leave with honor and dignity. And from the aspects of offspring to their relatives, they want to show their love to their parents. For consumers who purchase the contract for themselves and have offspring, we suggest the advertisement focus on reducing the burden to their offspring; for those who do not have offspring, we suggest the advertisement focus on the funeral company could help them to organize their funeral well. For those who want to take charge in their funeral by themselves, the advertising appeal will focus on that all the location, style and content could be customized. Furthermore, Funeral company could also highlight the assurance to their consumers in their advertisement.