首頁 > 網路資源 > 大同大學數位論文系統

Title page for etd-0421106-151033


URN etd-0421106-151033 Statistics This thesis had been viewed 1575 times. Download 13 times.
Author Wu-yang Chen
Author's Email Address richvictor7888@yahoo.com.tw
Department Management Business Administration
Year 2005 Semester 1
Degree Master Type of Document Master's Thesis
Language English Page Count 114
Title THE IMPACTS OF PRICE DISCOUNT, PRODUCT DIFFERENTIATION, AND SERVICE QUALITY ON   
PURCHASE INTENTION FOR INDUSTRIAL PRODUCTS—BOPP FILM INDUSTRY
AS AN EXAMPLE
Keyword
  • Service quality
  • and Purchase intention
  • Price discount
  • Product differentiation
  • Product differentiation
  • Price discount
  • and Purchase intention
  • Service quality
  • Abstract Marketing strategy and procurement decision-making of organizations for industrial products are different from those for consumer goods. Volume of purchase, demand properties of purchase, professionalism of purchase, and decision-makers of purchase are much more complicated than those of purchasing consumer goods. This study is dedicated to studying the impacts of price discount, product differentiation and service quality on intention of organizations for BOPP industrial products.
    Three hypotheses proposed in this study are supported. We can draw conclusions this as follows:
    (1) The more the price discount is, the higher the purchase intention will be.
    (2) The more the product differentiation is, the higher the purchase intention will be.
    (3) The better the service quality is, the higher the purchase intention will be.
    Suggestions to BOPP Plastics Film industry are as follows:
    (1) Price discount is indeed the strategy to inspire customers to purchase; however, BOPP film suppliers shall not rely on price discounts often to promote sales for the fear of quality deterioration. To prevent the bad effects be happened on promotion.
    (2) BOPP film suppliers must have an adequate and reasonable price discount to adapt market demand change.
    (3) Product differentiation is the core competence of the BOPP film industry; in other words, continuous product innovation is the key to survive in fierce market competition.
    (4) Excellent service quality is the key element to maintain the long-term purchase relation with customers. Suppliers are to provide customers with quick response and excellent service.
    (5) Suppliers can apply the price discount, product differentiation, and service quality strategy together to stimulate the purchase intention of customers continuously in order
    to keep competitive advantages in the market.
    Key phases: Price discount, Product differentiation, Service quality, and Purchase intention
    Advisor Committee
  • Prof. Hsien-che Lee - advisor
  • Prof. Kun-huang Yeh - co-chair
  • Prof. Ruey-ji Guo - co-chair
  • Files indicate in-campus access at one year and off-campus not accessible
    Date of Defense 2006-01-23 Date of Submission 2006-04-21


    Browse | Search All Available ETDs