A Study on Perceptions of Cram School Marketing Stategies and Consumer Behavior Decision Factors and Their Relationships with Idividual Backgrounds for High School Students in Hsinchu City
|關鍵字:||教育行銷;補習班;體驗行銷;口碑行銷;education marketing;cram school;experiential marketing;words of mouth marketing|
The relationships between the individual backgrounds and perceptions or decision behaviors of senior high school students and the marketing strategies of cram school are important for the service suppliers. The study here investigated the relationship between them and submits the effective suggestions to cram school supplier based on the results of statistical analysis. In the study, the perceptions of students with different backgrounds, which are contributed from the marketing strategies of cram schools are investigated first. In second part, the study will investigate the relationships between individual backgrounds and student’s decision behaviors which were influenced by experiential and words of mouth factors. The questionnaires methodology is applied in this study and the data were collected from the students in 2 senior high schools in Hsinchu city. The data was processed and analyzed by SPSS statistical software and the summaries are shown as below. For the relationships between the perception and individual backgrounds, the students’ perceptions which are from various individual backgrounds to the product, price and promotion strategies of cram school are obvious different. But the students’ perceptions of place strategies of cram schools are no difference bewteen various individual backgrounds. Meanwhile, the experiential factor which is from various individual backgrounds would impact students’ decision behaviors based on the results of the research. And the words of mouth factor would not impact final decision behaviors between various individual backgrounds of students. According to the results of the reaearch, there are some suggestions to cram school suppliers are summarized as below. First, the product strategies of cram schools and the experiential factor are two key index and factors for senior school students to influence the decision making. And the cram school suppliers need to focus on their product and even price strategies to attract students to the classes, thus enhance their experiential perception about the cram school. Finally, the place strategies of cram schools are not important for senior high school students and the suppliers may decrease the advertisements or the papers to reduce running cost.