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Brand;Bride cakes;Consumer behaviors;Taste;Values
|Issue Date:||2015-12-29 11:46:55 (UTC+8)|
This report will discuss the Taiwanese consumer behaviors and their estimation on bride cakes in twenty-first century. It is a qualitative research, which is based on interviewing nine couples who have been married less than six years. This paper states that consumer behaviors on bride cakes have shifted far from the old related researches which were presented five years ago. The traditional awareness of bride cakes has been changed. Now bride cakes are presented in many ways which are followed consumer’s ideas of values. The giving and taking of bride cakes information have been changed. The brand awareness and brand recall have been influenced in the daily life. The consumers are classified into three main types by their knowing of bride-cakes:◎Tradition: consuming behaviors are affected by traditional awareness. ◎Vanity: consuming behaviors are caused by pompous reasons. ◎Selfhood: consuming behaviors are demanded for presenting individualism. Besides, this research presents that satisfaction on the brand would encourage the consuming on related products in the same brand. Therefore, this paper suggests that bride-cakes companies should focus on brand value and service quality more than elderly sales ways.
|Appears in Collections:||[2009第十七屆中華民國廣告暨公共關係研討會] 會議論文|
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