Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/23094
標題: 依產品新鮮度定價對消費者選擇行為之影響—以超市銷售乳品為例
Customers'' choice behaviors on Freshness Pricing: the Case of Milk in a Supermarket
作者: 蔡靜嘉
Tsai, Ching-Chia
關鍵字: 易腐性產品
Kuo-I Chang
動態定價
多項羅吉特模式
Chih-Wen Yang
出版社: 行銷學系所
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摘要: 生鮮產品的新鮮度與價格變化關係著消費者的需求率。隨著時間的流失,產品的新鮮度一天一天的遞減,對於不同型態的消費者來說,不同新鮮程度的產品可被視為不同的產品。對零售業而言,當一項新產品、新科技出現時,甚至是新鮮的食品補足上架,新商品具有的新功能與新鮮度,總是難免會對舊商品的銷售與價格產生衝擊,形成相互競爭的情形。如何在對的時間將對的產品販售予對的消費者,是零售商最需迫切思考的問題。 然而過去較少文獻以消費者面探討其選擇行為,台灣也已有少數幾家開始在做針對新鮮度的不同進行差別定價,可知在實務上也越來越受重視。本研究專注於具有易腐性的商品,並選定為鮮乳產品的訂價策略進行探討,站在零售商的立場,考慮在某個銷售的期間內,零售商在產品具有其淘汰的時間及顧客需求不確定的情況下進行價格折扣策略。 本研究經過文獻回顧後,使用多項羅吉特模型(MNL),並以問卷的方式進行調查,取得實際的消費者於超市購買乳品的特性資料,實施動態定價,針對不同的消費者購買特性與個人屬性,來探討不同的消費者特性對其乳品選擇行為的影響。 研究結果發現以下變數對於不同新鮮度具有不同的偏好影響,其中包括乳品品牌、購買習慣、購買動機、購買頻率、購買時段,以及性別、年齡、職業、家庭成員數。另外又進行了價格屬性的彈性分析以及針對不同新鮮度進行不同折扣數的情境模擬。最後,本研究利用了實證之結果,提出超市進行動態定價後可執行之行銷策略。
Fresh product freshness and price changes related to consumer demand rate.As time passes, the freshness of the product decreasing day by day, for different types of consumers, the freshness of products in different can be regarded asdifferent products. For the retail industry, when a new product, new technologyappears, even fresh food supplement shelves, new products with new features and fresh degree, always will inevitably have the old merchandise and priceimpact, the formation of competing scenarios. How will the right time to sell the produt for the consumer, the retailer most in need of urgent thought. However, the literature over the past few options to explore the behavior of the consumer side, Taiwan has started doing a few different freshness fordifferential pricing, in practice we can see more and more attention. This study focuses on a perishable goods, and fresh milk products selected for the study ofpricing strategies, standing on the retailer''s position, consider a sales period, retailers have their products out in time and customer demand uncertainty underprice discount strategy. After a review of the literature in this study, the use of a number of logit model(MNL), and the questionnaire survey conducted to obtain the actual consumerpurchase in the supermarket dairy characteristics data, the implementation of dynamic pricing, for different characteristics of consumers and personalproperty, to explore the different characteristics of their dairy consumer choice behavior. The results showed that the freshness of the following variables for differenteffects with different preferences, including dairy brands, buying habit, purchase motivation, purchase frequency, purchase time, as well as gender, age, occupation, number of family members. In addition to the price of property has the flexibility of analysis and freshness for different discounts for different number of simulated situations. Finally, the results of empirical research using the propose supermarket after the executable''s dynamic pricing, marketing strategy.
URI: http://hdl.handle.net/11455/23094
其他識別: U0005-2108201102461900
文章連結: http://www.airitilibrary.com/Publication/alDetailedMesh1?DocID=U0005-2108201102461900
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