行銷活動對購買決策之影響分析—以F便利商店為例

The Effect of Marketing Activites on Consumers Decision — A Case of F Convenience Stores

李英旭(In-Shiuh Lee)

指導教授 ： 蔡瑤昇

國立臺北科技大學/管理學院/商業自動化與管理研究所/碩士(2010年)

https://doi.org/10.6841/NTUT.2010.00173

摘要

台灣地區便利商店密度早已超越日本，成為世界便利商店密度最高之區域，因此在如此激烈競爭下，各家業者莫不重視應該如何於市場上勝出。各家便利商店業者為了滿足消費者需求及建立差異化並區隔出差異市場，不斷推陳出新各種商品與行銷競爭策略，以爭取與掠奪競爭激烈之市場。
本研究依據F便利商店在98年6到12月間三種不同型態之行銷活動為基礎，並以會員在行銷活動前與行銷活動期間之實際購買行為，進行大規模POS銷售資料分析，探討便利商店消費者在消費購買決策過程中受店內購買情境變項如廣告促銷、商品組合、商品陳列等變項的影響；而產生購買意願之研究。進而試圖而找出改變消費者購買決策中最後關鍵之店內購買意願可被影響之方法與建議。
依據研究結果指出在二件六折價格促銷及搭購行銷(超值早餐)兩種行銷活動中，消費者購買決策確實被店舖內陳設及活動吸引而改變購買行為，並產生3至5倍的銷售提昇。且於活動結束後，其效應於四週後才開始回復活動前之購買行為。另廠商個別獨立行銷活動若無便利商店店內陳設與行銷資源如海報及人員促銷協助下，由銷售數量明顯看到的便利商店之消費者購買行為並無因為行銷活動而有顯著的影響。因此，如何設計變化之促銷活動並搭配通路特性進行店內購買情境佈置而不是單純降價促銷或許才是現今競爭市場的最大利器。

關鍵字

便利商店 ； 消費者行為 ； 購買決策

並列摘要

The convenience stores cover rate in Taiwan had grow higher than Japan and became the top place in the world. All the convenience store organization are aim to find out a useful strategy in this competitor environment full of competitors. All kind of latest goods and marketing strategy becoming the tool for control market.
This research is based on the three type of marketing activity of F convenience store during 98/6 to 98/12. POSDATA analysis had been used in this research to study how the customer make their decision and how would some condition such as advertisement, production combination, production listing lay out. The aim of this research is to find out what is the key point to make customers change their mind during shopping and how can it being used to improve profit.
According to the research result, during the experiment value breakfast sales plan and another plan which give the second purchased goods 40% discount, the goods listing layout and strategy did changed the customer’s behavior successfully. The sales number had a huge increased for about 3 to 5 times, and it slowly come down after 4 weeks of activities. All the other sales activities being held alone without the help from the convenience store staff or poster just cannot had a noticeably change. Therefore, by both cutting the goods price and getting help by store staff and using different type of advertisement method will bring a big advantage when comes to compete in marketing.

並列關鍵字

convenient store ； customer behaviour ； purchase decision

參考文獻

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