A Research on the behavior of catalogue Consumers?Based on a catalogue company

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题名:	A Research on the behavior of catalogue Consumers?Based on a catalogue company
作者:	Chen,Sue-chine
贡献者:	Department of Business Administration
关键词:	consumer behavior;consumer characteristics;electron catalogue;direct marketing;catalogue;shopping motivation
日期:	2006
上传时间:	2009-11-17 11:17:21 (UTC+0)
出版者:	Asia University
摘要:	With the development of the economic and the increasing of people?s income, the catalogue market in Taiwan is becoming more and more flourishing. The annual market value has reached nearly 4 billion to 5 billion. Therefore, e-commerce has become the pipeline to expand business opportunity. This research analyzes the development of the catalogue shopping. By studying the marketing method of a company to analyze the differences of the consumer behavior as well as distinguish the differences between the paper catalogue and the electron catalogue. Further, find what affects customers who shop through catalogues. The research is base on one of the catalogue companies, which has large structure, well organized catalogue system, and advanced electronic catalogues. By using questionnaire and take the samples randomly. The questionnaire is catering the catalogue customers in terms of catalogue shopping cognitive, motivation, consumer?s individuality that affects the catalogue shopping. Out of the 850 questionnaires that are distributed, 595 have been returned with 562 valid samples, we get the results through x2 test and Analysis of variance. We found that the more convenience of the shopping experience, the higher of customers interested in catalogue shopping. The customers with high concern on price are more interested in catalogue shopping. As opposed to the customers who shop online, catalogue shoppers have different shopping patterns. The catalogues stores are well known, provide various products, payment methods and delivery methods that could attract more customers.
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