Consumer Preferences for Attribute of Hypermarket Stores: A Study Using Conjoint Analysis

摘要

In recent years there has been a dramatic growth of convenience stores and supermarkets that have affected the growth of the hypermarket industry However in spite of the great impact from convenience stores and supermarkets the growth of hypermarkets still shows positive numbers Therefore this study would like to explore what attributes and preferences attract customers and would like to discuss how to construct an optimal hypermarket in favor of the customers’ preferences The research findings suggest that the favorable attributes are brands customer evaluation time distance promotion and parking fees All subjects value “Brand” as the most important attribute followed by “Customer Evaluation” “Time Distance” “Promotion” and “Parking Fee” However by the hypothesis test the results indicate that there is no significance between brand and customer evaluation Also there is no significant difference between time distance and promotion while also no notable difference between promotion and parking fee On a demographic variable males valued “promotion” as the most important attribute Brand and customer evaluation are the most important attributes for customers Hypermarket operators should manage brand image and maintain customer evaluation which could reduce any barrier on purchases obtain a sense of identity and also increase the shopping willingness and satisfaction

獎項日期	2016 9月 7
原文	English
監督員	Yao-Chuan Tsai (Supervisor)