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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/102201

    Title: 即飲茶品與茶點搭配之研究
    Other Titles: Investigations of consumer choices of tea and food bundle
    Authors: 陳韻如;Chen, Yun-Ju
    Contributors: 淡江大學管理科學學系碩士班
    陳怡妃;Chen, I-Fei
    Keywords: 茶飲料;新產品;商品組合;勝算比;關聯分析;tea beverage;New product;bundle;odds ratio;association rule
    Date: 2014
    Issue Date: 2015-05-04 09:49:54 (UTC+8)
    Abstract: 對茶飲料業者而言,茶飲市場趨近完全競爭的局勢,又受於餐飲經營環境的影響,連鎖便利超商的轉型,各產業面臨與日激烈的多重競爭,迫使業者重新思考經營策略,向來行銷可以活絡市場、創造價值及改善營運績效,而商品組合是企業汲取營利的重要行銷方案之一。
    For the tea beverage industries, the market is almost under perfect competition. Also it’s restricted to the environment of catering business and the transformation of the chain convenience store, the industry faces with the increased competition and is forced to re-consider the business strategy. Marketing could always active market, create value and improve the managerial performance, and the product bundle is one of the important marketing project for industry profit.
    This research aims to investigate the consumer preference, characteristic and purchase behavior for purchasing tea beverage and relevant food. We examine the correlation between the new and existing products based on the questionnaires in Taiwan. Besides, we use odds ratios and association rules to estimate the consumer preference of new or conventional tea beverage combinations and the adaptive combination of tea beverage and food and build a binary logistic regression model to clarify the characteristic of the new tea beverage consumers recently. According to the three empirical analysis results in this research, we find the consistency of consumer preference for the new with habitual teas, particularly both in the same category. The new tea beverage which attracts the new consumers’ close attention, so that strong consumers’ trust on product can increase the purchase intention. Furthermore, we conclude that the black tea, green tea, milk tea and oolong tea all match up with bread, desserts, snacks or local cuisine.
    Appears in Collections:[Department of Management Sciences] Thesis

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