| Summary: | 碩士 === 世新大學 === 財務金融學研究所(含碩專班) === 107 === Based on the household water purifier of the water purifier, analytic hierarchy process and the questionnaire survey method were employed by the present study, the so as to define the key factors for the consumer purchasing the water purifier. Accordingly, these results were applicable as the reference for the R&D and marketing of water purifiers.
This study summarized four major aspects and ten critical elements. The four aspects were the cost, product, service and company; the cost aspect included product price and trading conditions; product aspect included the product quality and product selectivity; service aspect included the negotiation process, timeliness of delivery and installation, and after-sales service; company aspect included the brand goodwill, advertising marketing and company financial status.
The results of the questionnaire analysis indicated that, when purchasing water purifiers, distinct elements should be valued by the customers in such a sequential order as following: product, service, company, and cost. The factor most valued by consumers is the product quality in the product aspect, the after-sales service in the service aspect, the brand goodwill in the company aspect, and the product price in the cost aspect.
Customers showed different preferences for different factors, due to their varying backgrounds. The male customers paid more attention about the service, while the female’s ones valued more about the product instead. Moreover, the married valued the service more, while the unmarried paid more attention about the product instead. According to the age, customers who were subdivided into groups of 20-30 years old, 30-40 years old, 40-50 years old, and the ones above 60 years old, respectively. Those who above 60 years old valued more about the product, while the customers who were 50-60 years old valued the service more. According to the number of family members, small families, i.e. with less than three family members and large ones, i.e., with more than four family members, all valued the product more. According to the salary level, customers with the monthly income of 0-60,000 TWD valued the more about the product, while the ones with the monthly income of more than 60,000 TWD value the service more instead.
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