A Study in Purchasing Behavior of Customers -Take People in Taipei Area as an Example
|關鍵字:||數位相機;來源國效應;產品涉入;消費者行為;DSC (digital still camera);country-of-origin effect;product involvement;purchasing behavior of customer|
This study wants to analyze the purchasing behavior of customers in digital still camera (DSC) market and give useful suggestion to DSC makers. In Taipei area, the most common purchasing brand is Japanese brands, the most common purchasing price is around NT$10001~15000, the most common place to purchase DSC is 3C outlets and the most common motive is “convenient to use”, the most common information source is “internet”. Customers usually spend 8 days to 2 weeks to decide the brand and variant. For the image of country- of-origin, respondents believe that it is related to the awareness of “product quality is reliable”, “product has high technology” and “durability of product”. Customers who value these 3 items as important items prefer to use Japanese brand the most, and followed by German brand. We also have following suggestion to DSC makers: For target customer, we find out that male, 21~30 year-old customers are willing to spend more money on DSC purchasing. For channel strategy, IT product exhibition is more effective for people working in government service and free lacers. Moreover, TV advertisement is a better channel for Taiwanese makers to promote their product. Beside that, customers have different motives to different DSC brands with different country of original. For product strategy, customers who think brand, additional function and appearance design are more important are willing to pay more to DSC. Therefore, we suggest DSC makers should stress on these product attribute to attract customers. For pricing strategy, DSC market is a mature market and has severe price competitive activity. NT$10001~15000 and NT$5001~10000is accepted for most customers.