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標題: Using+Dramaturgy+Model+to+Determine+the+Factors+that+Affect+Customers+Purchasing+Chicken+Products+at+Hypermarkets+and+to+Formulate+Marketing+Strategies
作者: Lee, Tzong-Ru (Jiun-Shen)
Chen, Yu-Wen
Lee, Yi-Chain
Yu, Teng-Chih
關鍵字: Dramaturgical theory;劇場理論;Marketing strategy;Grey relational analysis;行銷策略;灰關聯
出版社: 臺中巿: 國立中興大學農學院
Project: 農林學報, Volume 61, Issue 2, Page(s) 169-184.
Chicken plays an important role in the consumption of poultry for a long time. Hypermarkets have become a critical channel for customers to buy chicken products now. In order to successfully expand the channel of chicken products at hypermarkets, we need to find the critical factors which affect customers purchasing chicken products at hypermarket through questionnaire survey. Then to formulate the marketing strategies based on the survey result. We hope this study will help in selling chicken products in the future.Based on Dramaturgical theory, this research is conducted by questionnaires and then analyzed by Grey Relation Analysis. The results indicate six critical factors that affect customers purchasing chicken products at hypermarkets: "The sanitary environment", "The cleanness of toilet", "The friendliness of the service employees", "The patience of the service employees", "The space side of the hypermarkets" and "The speed of check-out". Therefore, we develop two strategies: enhance "Service encounter" and introduce hypermarkets with positive "Store image". We hope through the two strategies can strengthen and improve the six critical factors above.

Appears in Collections:第61卷 第02期

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