簡易檢索 / 詳目顯示

回結果列表
研究生： 黃詩晴
Huang, Shih-Ching.
論文名稱： 影響台灣顧客再次消費的行銷組合之研究：以全聯超市為例
Marketing Mix Influencing Taiwanese Customers to Revisit: A case study of PX Mart
指導教授： 丘宏昌
Chiu, Hung-Chang
口試委員: 謝依靜
Hsieh, Yi-Ching
唐運佳
Tang, Yun-Chia
學位類別： 碩士
Master
系所名稱： 科技管理學院 - 國際專業管理碩士班
International Master of Business Administration(IMBA)
論文出版年： 2022
畢業學年度： 110
語文別： 英文
論文頁數： 42
中文關鍵詞： 行銷 、超市 、全聯 、行銷組合 、台灣顧客
外文關鍵詞： PX Mart, Supermarket Franchise Industry in Taiwan, Marketing 7Ps
相關次數： 點閱：4  下載：0 
分享至:
查詢本校圖書館目錄 查詢臺灣博碩士論文知識加值系統 勘誤回報

    • N/A

    Marketing not only includes activities such as sales, advertising, promotion or public relations, but in fact, marketing covers a wide range of subjects, and has very solid knowledge and ability. However, the marketing operation of enterprises is often limited by the characteristics of the industry, and it is difficult to carry out multi-faceted display, especially the traditional supermarket industry is limited by the characteristics of the market and the inertia of the industry, and the marketing activities are always limited to a relatively small number of levels. Therefore, the innovation of marketing mix has become an urgent need for breakthroughs in the traditional supermarket industry; in recent years, PX mart has transformed itself from a traditional community supermarket to a supermarket chain that generates hundreds of billions of revenue.
    Therefore, this study is to analyze PX Mart’s marketing mix factor(s) - 7Ps - which might have influences on their customers' revisited decision and SWOT analysis to understand more about PX Mart. The study is conducted using qualitative research with a triangulation method to collect, compare and analyze data, from three different sources: document analysis, in-depth interview, and participant observation. Each source helps each other enhance validity of data, while abolishing biases and inaccuracy that might occur.
    The results show that only price, place, physical evidence, process, promotion and people influence customers’ decisions. In addition, location of the store(place), and the price of the goods(price) are the most dominating influencing factors, as they provide them with an efficient shopping experience.

    ABSTRACT 1 ACKNOWLEDGMENT 2 TABLE OF CONTENTS 3 LIST OF FIGURES 5 LIST OF TABLES 6 CHAPTER 1 - INTRODUCTION 1 1.1 Research Background and Motivation 1 1.2 Research Objectives 2 1.3 Research questions 2 1.4 Scope of study 2 CHAPTER 2 - LITERATURE REVIEW 3 2.1 Overview of supermarket in Taiwan 3 2.2 Overview of PX Mart 3 2.3 PX Mart’s business strategy 4 2.3.1 Product 2.3.2 Place 2.3.3 Promotion 2.4 Marketing 7Ps 6 2.4.1 People 7 2.4.2 Process 8 2.4.3 Physical evidence 8 2.4.4 Product 9 2.4.5 Place 9 2.4.6 Price 9 2.4.7 Promotion 10 2.5 SWOT Analysis 10 2.5.1 Opportunities and threats 11 2.5.2 Strength and weakness 12 2.6 Consumer Behavior 12 2.7 Factors affecting consumer behavior 14 2.7.1 Cultural factor 15 2.7.2 Social factor 15 2.7.3 Personal factor 16 2.7.4 Psychological factor 16 2.8 Buying decision process 17 2.8.1 Need recognition & problem awareness 18 2.8.2 Information search 18 2.8.3 Evaluation of alternatives 18 2.8.4 Purchase 19 2.8.5 Post-Purchase evaluation 19 CHAPTER 3 - RESEARCH METHODOLOGY 20 3.1 Methodology Design 20 3.2 Data collection and statistical analysis 21 3.3 Selection of PX Mart to the study 22 3.4 Interview survey 22 3.4.1 Interview design 23 3.4.2 Interviewee profile and grouping 24 3.4.3 Interview survey questions 24 CHAPTER 4 - FINDINGS AND ANALYSIS 26 4.1 Interviewees’ Responses to go to PX Mart Frequency and their habit of going to supermarket in general 26 4.2 Interviewees’ Responses to Marketing Mix (7Ps) Influencing on Their Revisiting Decision or Willing-to-Revisiting Decision 27 4.2.1 Product 27 4.2.2 Price 28 4.2.3 Place 28 4.2.4 Promotion 29 4.2.5 Physical Evidence 29 4.2.6 Process 29 4.2.7 People 30 4.2.8 Overall of 7Ps 30 4.3 Data Analysis 31 CHAPTER 5 CONCLUSION 34 5.1 Conclusion 34 5.2 Advice 35 5.3 Limitations and Future Research 35 REFERENCES 37 APPENDIX A - INTERVIEW QUESTIONS 39

    Kenton, W. (2021). How SWOT (Strength, Weakness, Opportunity, and Threat) Analysis Works. | Investopedia. Retrieved 1 May 2022, from https://www.investopedia.com/terms/s/swot.asp.
    Radu, V. (2019). Consumer behavior in marketing - patterns, types, segmentation - Omniconvert Blog. | Omniconvert Ecommerce Growth Blog. Retrieved 1 May 2022, from https://new.blog.omniconvert.com/consumer-behavior-in-marketing-patterns-types-segmentation/.
    (N.d.). Consumer Behavior: Definition, factors and methods | QuestionPro. QuestionPro. (2022). Retrieved 1 May 2022, from https://www.questionpro.com/blog/consumer-behavior-definition/.
    Rangaiah, M. (2021). 5 Factors Influencing Consumer Behavior | Analytics Steps. Analyticssteps.com. Retrieved 1 May 2022, from https://www.analyticssteps.com/blogs/5-factors-influencing-consumer-behavior.
    Friesner, T. (2014). Buyer Decision Process - Marketing Teacher. | Marketing Teacher. Retrieved 1 May 2022, from https://www.marketingteacher.com/buyer-decision-process-2/.
    Sincero, S. (N.d.). Online Surveys - Pros and cons of web-based questionnaires. | Explorable.com. Retrieved 1 May 2022, from https://explorable.com/online-surveys.
    Matsa, D. (2011). COMPETITION AND PRODUCT QUALITY IN THE SUPERMARKET INDUSTRY. Retrieved 1 May 2022, from https://www.jstor.org/stable/23015707?seq=44.
    Yerramilli, A. (2019). How a Simple Change in Pricing Changed the Supermarket Game. | Engage3. Retrieved 1 May 2022, from https://engage3.com/2019/07/how-a-simple-change-in-pricing-changed-the-supermarket-game/.
    Altman, R. The Best Promotions in the Grocery Industry. Small Business - Chron.com. Retrieved 1 May 2022, from https://smallbusiness.chron.com/promotions-grocery-industry-72316.html.
    Krümpelmann, L. (2018). The influence of store environment on customers’ satisfaction and purchase behaviour. | Edepot.wur.nl. Retrieved 1 May 2022, from https://edepot.wur.nl/445416.
    (n.d.). The Sales Process Is As Important As the Product - Erply. | Erply. Retrieved 1 May 2022, from https://erply.com/the-sales-process-is-as-important-as-the-product/.
    Karumba, T., & Ngigi, P. (2018). | Saspjournals.com. Retrieved 1 May 2022, from https://saspjournals.com/wp-content/uploads/2018/05/SJEBM-54-286-294-c.pdf.
    (2021). What makes a good supermarket employee?.| Grocery trader. Retrieved 1 May 2022, from https://grocerytrader.co.uk/what-makes-a-good-supermarket-employee/.

    QR CODE