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Overview of Consumer Behavior at National Taiwan University IntroductionConsumer behavior is a crucial aspect that affects the success of businesses in various industries. Understanding how individuals make purchasing decisions and what factors influence their buying behavior is of utmost importance for organizations to develop effective marketing strategies. This document provides an overview of consumer behavior at National Taiwan University (NTU), one of the most prestigious universities in Taiwan.Demographics of NTU StudentsBefore delving into consumer behavior, it is necessary to understand the demographics of NTU students. NTU is known for its diverse student body, comprising individuals from different regions, cultures, and socioeconomic backgrounds. The majority of students at NTU are between the ages of 18 to 24, pursuing undergraduate and graduate degrees in various fields of study.Factors Influencing Consumer BehaviorConsumer behavior at NTU is influenced by various internal and external factors. Some of the key factors impacting consumer behavior at NTU are:1. Personal FactorsPersonal factors such as individual preferences, values, lifestyle, and personalities play a significant role in shaping consumer behavior. Students at NTU have diverse tastes and preferences in terms of fashion, food, electronics, and other consumer goods.2. Social FactorsSocial factors, including family, friends, peers, and reference groups, also impact consumer behavior at NTU. Students tend to seek advice and recommendations from their social circle before making purchasing decisions. Trends and popular opinions among peers greatly influence their buying choices.3. Cultural and Subcultural FactorsCulture and subculture have a profound influence on consumer behavior at NTU. Taiwanese culture, including values, beliefs, and customs, significantly shapes the purchasing decisions of students. Additionally, subcultures within NTU, such as sports clubs, debating societies, or arts clubs, may influence individuals’ consumption patterns.4. Psychological FactorsPsychological factors, such as perception, motivation, learning, and attitudes, also affect consumer behavior at NTU. Students’ perception of products and brands, their level of motivation to make a purchase, and their attitudes towards marketing messages significantly impact their buying behavior.Consumer Behavior Research at NTUThe study of consumer behavior at NTU is actively pursued by academic researchers and marketing professionals. The university conducts various research projects and surveys to understand the preferences, motivations, and behaviors of its student population. Some of the areas explored in consumer behavior research at NTU include:1.The impact of social media on purchasing decisions of NTU students.2.The influence of sustainability and ethical considerations onconsumer behavior at NTU.3.The role of brand loyalty and brand perception in purchasingdecisions.4.The effectiveness of different marketing strategies in influencing NTUstudents’ buying behavior.Implications for MarketersUnderstanding consumer behavior at NTU has significant implications for marketers targeting the student population. Some strategies that can be adopted based on the insights from consumer behavior research at NTU are:1.Utilizing social media platforms to engage with NTU students andleverage peer influence.2.Highlighting sustainability and ethical aspects of products to resonatewith the preferences of NTU students.3.Building strong brand loyalty through effective brand managementand marketing campaigns.4.Customizing marketing messages and approach based on the diversecultural backgrounds of NTU students.ConclusionConsumer behavior at National Taiwan University is influenced by various factors, including personal, social, cultural, and psychological aspects. Understanding the intricacies of consumer behavior at NTU is essential for businesses and marketers to develop successful marketing strategies and effectively target the student population. Research conducted at NTU helps to gain insights intothe preferences, motivations, and behaviors of NTU students, leading to better decision-making in marketing efforts.。