Food Court Experimental Marketing on Consumers Purchase IntentionA Case Study of Carrefour in South Area

• Main Authors: Yen-Yi Chen, 陳彥亦
• Other Authors: Kun-Xiang Huang
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/7xy75b

碩士 === 樹德科技大學 === 經營管理研究所 === 107 === In recent years, the living standards of Chinese people have improved, the environment has changed and there is consequent the consumption pattern has also changed. The basic customer base of hypermarket are the baskets, housewives from small family, office workers and tourists who buy the souvenir. Many people will go to food court in hypermarket after the purchase. This becomes an important activity in the daily life of modern people. This study is to research the intention of customers to purchase in food court of hypermarket. Through in-depth understanding of service quality, convenience and price perception to understand if it will affect the willingness of customers to purchase, and explore different statistical variables for related variables. This study issued 600 questionnaires, with samples of 4 stores in Tainan District, 7 stores in Kaohsiung District, and 1 store in Pingtung District. The effective sample was 421, and the effective recovery rate was 70%. This study is to use SPSS for Window 12.0 version of the software package as a data analysis tool. the following analysis methods for sample data: narrative statistical analysis, project analysis, factor analysis, reliability analysis, paired dependent sample t-test, typical correlation analysis . In addition to providing theoretical management implications, the results can also be applied to analysis of consumer behavior. The license is an important reference for the promotion of the Carrefour future restaurant investment strategy and the adjustment of the existing restaurant business plan. The relationship between service quality, convenience, price perception and purchase intention is discussed. The empirical analysis shows that the service quality level is higher in the relative satisfaction of the lower education level, and the guarantee is not significant, indicating that the consumer is satisfied with the attitude of the personnel. low. The convenience level is characterized by location convenience and convenience of convenience. It pays more attention to the location of the retail store and the dynamic planning of the internal restaurant. The transaction convenience is not significant. There is a significant difference in the satisfaction of consumers'' annual income on the price perception level. Higher-performing income and higher consumption have higher price perception satisfaction.