- 學位論文
The Influence Factor of Consumer’s Choices on Car Brand – A case study of Toyota, Honda and Nissan in Taiwan market
The Influence Factor of Consumer’s Choices on Car Brand – A case study of Toyota, Honda and Nissan in Taiwan market
並列摘要
Nowadays, most companies realize the importance of brand because brand is one of the important elements that contributes to enlarging, maintaining, growing domestic and foreign markets for companies. In the international economic integration context, enterprises face fierce competition, especially when products become alike. Therefore, brands evolve to offer a differentiated value for their customers. The success of brand depends on association made in consumers’ mind. The purpose of this research is to indicate influences of consumer’s personal factors on car brand choice decision. When consumers decide to buy a product, they choose their favorite band between different brands. In addition, this study also tries to figure out that based on consumers’ personal factors, which factor of brand equity is the most important, especially like choosing a car brand. It is crucial for dealers and manufacturers to find out consumers’ personal factors to choose a car brand that explains why customers choose this brand instead of another brand and to formulate appropriate strategies to attract, keep their customers and create competitive advantages. In this study the focus is only limited to consumers’ personal characteristics which influence four main categories of brand equity: perceived quality, brand loyalty, brand associations and name awareness. Examples of this study are Honda, Toyota and Nissan – three big Japanese brands in Taiwan market. The target of this study is consumers who have already owned a car or intend to buy a car in Taiwan. The sampling technique will be simple random sampling and convenient sampling. The sample covers size of 250 respondents for the survey. The quantitative research design will be applied for this study. The data will be collected and analyzed to test the objectives and reader conclusions. The study indicates when a customer buy a car, personal factors do influence on decision by his/her favorite brand. It is also shown that branded cars have an important position in consumers’ mind when a customer decides to purchase a car, he or she would rather than buy a well-known brand car.