政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/67510

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/67510

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政大典藏 > College of Commerce > International MBA > Theses > Item 140.119/67510

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/67510

Title:	筆電材質設計對台灣消費者行為之影響 How Laptop Materials Design Affect Taiwanese Consumer Purchase Behavior
Authors:	張雅茹 Yaru Chang
Contributors:	何富年 Foo Nin Ho 張雅茹 Yaru Chang
Keywords:	筆電材質設計 Laptop Materials Design
Date:	2013
Issue Date:	2014-07-14 14:00:35 (UTC+8)
Abstract:	筆電材質設計對台灣消費者行為之影響 In Taiwan, the laptop market is much matured with fierce price competition. It seems the most important differentiation features of laptop industry are brand, price band and laptop design and look. Therefore, the objective of the research is to find out the most important feature to affect consumer purchase behavior. Also, regarding to laptop design, company always has limited resource to make the best product design decision. Hence, I will try to find the best laptop material combination. I will adopt perceptual map, conjoint analysis and run market simulation from research results to understand consumer preference regarding to above features. Indeed, the perceptual map shown Apple and Sony are ranked as top 2 preferred brands with premium design, innovation, quality and performance. Furthermore, according to the conjoint result, brand is the most important feature and consumer prefer low price band between NTD$18,000~$24,000. However, it shows inverse relationship between brand preference and Taiwan market brand distribution. This is due to laptop brands distinction is not strong enough while compared with good price laptop offered in the market. Therefore, I conclude price band is actually the most important features to affect Taiwanese consumer purchase behavior. Further, consumers prefer pure Metal laptop and they care more about A cover (lid cover) material design than C cover. Therefore, I will suggest the best product design is the A cover with Metal and C cover with Plastics which could help company to gain incremental market share based on market simulation results.
Reference:	Janell D. Townsend, Wooseong Kang, Mitzi M. Montoya and Roger J. Calantone. “Brand-Specific Design Effects: Form and Function” Journal of Product Innovation Management, Volume 30, Issue 5, pages 994–1008, September 2013 Karl T. Ulrich, “Design Is Everything?” Journal of Product Innovation Management, Volume 28, Issue 3, pages 394–398, May 2011 Michael G. Luchs, Jacob Brower and Ravindra Chitturi, “Product Choice and the Importance of Aesthetic Design Given the Emotion-laden Trade-off between Sustainability and Functional Performance” Journal of Product Innovation Management, Volume 29, Issue 6, pages 903–916,November 2012 Scott K. Radford and Peter H. Bloch, “Linking Innovation to Design: Consumer Responses to Visual Product Newness” Journal of Product Innovation Management, Volume 28, Issue s1, pages 208–220, November 2011 GFK DATABASE
Description:	碩士國立政治大學國際經營管理英語碩士學位學程(IMBA) 101933024 102
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0101933024
Data Type:	thesis
Appears in Collections:	[International MBA] Theses

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