Title page for etd-0910108-160638


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URN etd-0910108-160638
Author Cheng-Fei Yang
Author's Email Address No Public.
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Department Business Management
Year 2007
Semester 2
Degree Master
Type of Document
Language zh-TW.Big5 Chinese
Title A Study on the Relation of Brand Marketing Activities and Adolescent Consumers’ Buying Behaviors- A Case of Motorcycle Industry
Date of Defense 2008-06-15
Page Count 99
Keyword
  • Brand Marketing
  • Demographic Variables
  • Motorcycle Industry
  • Consumer Behavior
  • Abstract Due to the two wheelers business in domestic market are turning to be competitiveness and saturation, how to maintain their original market shares would be the top priority topics of marketing from two wheelers manufacturer. Two wheelers product has many features such as mobility, rapidity, convenience, economy, and easy parking…etc, it’s good for short distance commuter. That’s why motorcycle/ Scooter products become very popular and general as personal commuting vehicle among the adolescent consumers.
    In order to be appealed by them, two wheelers manufacturer will build their Brand Marketing Strategies which are the key to influence the adolescent consumers and their consuming behaviors. Therefore, it becomes very important issue to find out the influential factors of consuming behavior among the adolescent consumers when two wheelers manufacturer try to build their own Brand Marketing Strategies. 
    This study intends to take advantage of motorcycle industry as an example, aims at the perception of the adolescent consumers on Brand Marketing Strategies to find out the influential factors of consuming behavior among the adolescent consumers.
    The survey respondent on this study must be qualified between the ages over 16 and below 24 with identity of school student as studying target. 
    The main purpose of this study would be as follows:
    (1)Take a full scope on development of current motorcycle industry.
    (2)Realize the perception among the adolescent consumers on brand marketing of motorcycle.
    (3)According to the perception of motorcycle brand marketing among the adolescent consumers, what is their influential issue when they decide to purchase a motorcycle? 
    The conclusions of this study would be as follows:
    (1)The brand marketing strategies from two wheelers manufacturer will influence their purchasing decision of motorcycle among the adolescent consumers.
    (2)Consumer Behavior won’t be affected by different demographic variables.
    (3)Strategy of brand marketing will be affected by different demographic variables.
    Advisory Committee
  • Tai-Hwa Chow - chair
  • Fu-Yann Du - co-chair
  • Hueimei Liang - advisor
  • Files
  • etd-0910108-160638.pdf
  • indicate not accessible
    Date of Submission 2008-09-10

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