運用聯合分析法評估小型車之屬性

文化大學機構典藏 CCUR > 商學院 > 企業管理學系暨國際企業管理研究所 > 博碩士論文 > Item 987654321/23551

jsp.display-item.identifier=請使用永久網址來引用或連結此文件: https://irlib.pccu.edu.tw/handle/987654321/23551

题名:	運用聯合分析法評估小型車之屬性
作者:	蔡明輝
贡献者:	國際企業管理學系
关键词:	conjoint analysis subcompact car evaluation buying intention Thailand
日期:	2012
上传时间:	2012-11-01 09:43:41 (UTC+8)
摘要:	This research is conducted to find the most important subcompact car attribute which effect customer buying intention. Subcompact car is now one of the biggest segments of car industry in Thailand meaning that the manufacturer who could serve customers with the best fit product would win this segment. This study has combined the use conjoint analysis and cluster analysis together in order to find out the most importance attribute of subcompact car and grouping those consumers by their preferences. In this study, there are six attributes of subcompact car which including in the paper: power, appearance, safety, fuel efficiency, price and gadgets. The subject will be asked to order their preference of each car models by ranking them in sequence from 1 to 8 respectively. The results indicate that customers consider subcompact car’s appearance as their main factor on buying intentions. Follow by fuel efficiency, price and safety. Power and gadgets came last at very similar level. Further analysis shows that there are significant demographics influences regarding the 6 attributes. Finally respondents have been split into 3 groups by cluster analysis, including appearance-oriented, appearance and fuel efficiency seeking and fuel efficiency seeking. Based on the current finding, manufacturers have opportunity to tailor their subcompact car to fit their Thais customer and hold the largest share of the market.
显示于类别:	[企業管理學系暨國際企業管理研究所] 博碩士論文

文件中的档案:

档案	描述	大小	格式	浏览次数
index.html		0Kb	HTML	352	检视/开启

检视Licence

在CCUR中所有的数据项都受到原著作权保护.

数据加载中.....