- 期刊
傳統市場與超級市場之顧客來源及消費行為的比較－以屏東縣內埔地區為例
A Comparison of Customer Sources and Consumer Behavior between Conventional Markets and Supermarkets-A Case of Pingtung County, Neipu Area
摘要
本研究之目的在探討消費者的消費行為對於傳統市場與超級市場之顧客來源的影響，並且分析不同消費群體之特性，以提供業者於擬定服務行銷策略之參考。針對消費者基本資料與消費行為對於傳統市場與超級市場之顧客來源進行變異數分析，並利用迴歸分析探討消費者認知、購買因素及生活型態三者間之關係，以SPSS為分析工具，進行資料分析。本研究以問卷調查的方式，針對屏東縣內埔地區的居民進行便利抽樣調查，問卷總樣本數共計為670份，實際回收630份，有效問卷552份。研究結果顯示內埔地區的消費者習慣到傳統市場購買新鮮水果、蔬菜、肉類、海鮮等食品，而到超級市場購買乳製品、日用品、冷凍食品、飲料等商品。在人口特性分析中得知，性別與教育程度會影響傳統市場的購買因素；婚姻、居住地、學歷及年齡會影響傳統市場滿意度；家庭每月所得會影響超級市場購買因素。在消費者購買行為因素分析中發現，消費者對市場購買因素認同度愈高，對市場滿意度也愈高；其次，消費者對生活型態同意度愈高，對市場滿意度也愈高；而當消費者對生活型態同意度愈高時，對市場購買因素認同度也會愈高，故消費者認知、購買因素與生活型態間存在著相關性。藉由此項研究結果，提出建議以作為研究區內傳統市場與超級市場的業者在擬定行銷或促銷策略之參考依據。
並列摘要
The study aims to compare customer sources and consumer behavior between conventional markets and supermarkets, and analyzes consumer's population characteristics. The result will give suggestions to the market owners for making marketing strategies. The study uses ANOVA to analyze population characteristics and behaviors between conventional markets and supermarkets. The study utilizes regression analysis to analyze the relations among consumer perception, purchasing factors and life style. The study sent out 670 questionnaires to the inhabitants in Neipu and receiced 630. Through deducting the disqualified questionnaires, 552 samples obtained for analysis.By using SPSS to analyze the data, the result shows: The consumers in Neipu are used to buy dairy, daily commodities, frozen food and beverages in supermarket. According to the population characteristics, gender and educational level will affect the purchasing factors. Marriage, living hood, educational level and age will affect the conventional market satisfaction. The family income will affect supermarket purchasing factors. Based on consumer purchasing behavior factor analysis, high market purchasing identification results in high market satisfaction. Consumers with high life style agreement results in high market satisfaction. Consumer with high life style agreement results in high market purchasing agreement. There are relationships among consumer perception, purchasing factors and life style. The result contributes to the market owners when making marketing and promotion strategy.