| dc.contributor.advisor | 何富年 | zh_TW |
| dc.contributor.advisor | Ho, Foo Nin | en_US |
| dc.contributor.author (作者) | 吳家萍 | zh_TW |
| dc.contributor.author (作者) | Wu, Jia Pin | en_US |
| dc.creator (作者) | 吳家萍 | zh_TW |
| dc.creator (作者) | Wu, Jia Pin | en_US |
| dc.date (日期) | 2014 | en_US |
| dc.date.accessioned | 1-六月-2015 12:17:08 (UTC+8) | - |
| dc.date.available | 1-六月-2015 12:17:08 (UTC+8) | - |
| dc.date.issued (上傳時間) | 1-六月-2015 12:17:08 (UTC+8) | - |
| dc.identifier (其他 識別碼) | G0101933026 | en_US |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/75457 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 國際經營管理英語碩士學位學程(IMBA) | zh_TW |
| dc.description (描述) | 101933026 | zh_TW |
| dc.description (描述) | 103 | zh_TW |
| dc.description.abstract (摘要) | 消費者價格彈性與通路價格策略 - 以洋芋片為例 | zh_TW |
| dc.description.abstract (摘要) | With modest increase of wage level and increasing inflation of raw material prices in Taiwan, manufacturers face pressure in maximizing profit with limited pricing power. Price and pack size management become keys for revenue maximization. The idea of this research originates from the observations from a price increase project of a key salty snack manufacturer in Taiwan. In the project, the manufacturer increased both pack size and price per gram of chip, aiming to sell bigger pack sizes in PX Mart, where shoppers are mainly housewives who buy for households. The price increase led to different outcomes in different channels due to shoppers’ different sensitivity. As a result, a choice-based conjoint (CBC) analysis was conducted to find out if shoppers in Convenient Store (CVS) and PX Mart have different sensitivities for potato chips. Also, pack sizes and different promotions are combined to test if deeper promotion depth can offset the negative impact from price increases. From the effect of different combinations, we offer recommendations on the optimal pack size and pricing strategy for the salty snack category in CVS and PX Mart, respectively. | en_US |
| dc.description.tableofcontents | 1. Introduction 11.1. Research Background and Motivation 11.2. Purpose and Objective of the Study 22. Preliminary Studies 32.1. Positioning of Convenient Stores (CVS) and PX Mart 32.2. Consumption pattern of potato chip in relation to promotion effects 52.3. Price Increase Project Execution in B Company 62.3.1. Price up project details 62.4. Results of Price up in CVS and PX Mart 93. Research Methodology 113.1. Research Design 113.1.1. Hypothesis and assumption 113.1.2. Questionnaire format 113.1.3. Target segments 113.1.4. Target survey pool 113.2. Research Method 123.2.1. General Information 123.2.2. Conjoint Attributes 134. Survey Results 144.1. Respondents profile 144.2. Choice Based Conjoint (CBC) Analysis Results 164.3. Preference Analysis 184.4. Promotion Effect Simulation 194.4.1. Simulation for CVS shoppers 215. Managerial Recommendations 245.1. Manufacturers should nibble, not bite 245.2. Utilize discriminative pricing for different pack sizes 245.3. Set break-even point for sales decline and gross profit increase 255.4. Use promotions to off-set the negative impact from price increase 25Reference 27 | zh_TW |
| dc.format.extent | 637921 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0101933026 | en_US |
| dc.subject (關鍵詞) | 價格敏感度 | zh_TW |
| dc.subject (關鍵詞) | 需求彈性 | zh_TW |
| dc.subject (關鍵詞) | 價格方案 | zh_TW |
| dc.subject (關鍵詞) | price sensitivity | en_US |
| dc.subject (關鍵詞) | demand elasticity | en_US |
| dc.subject (關鍵詞) | pricing scheme | en_US |
| dc.title (題名) | 消費者價格彈性與通路價格策略 - 以洋芋片為例 | zh_TW |
| dc.title (題名) | Consumer Price Sensitivity and Channel Pricing Scheme – A Case Study on Potato Chips | en_US |
| dc.type (資料類型) | thesis | en |
| dc.relation.reference (參考文獻) | Thaler, Richard (1985), “Mental Accounting and Consumer Choice,” Marketing Science, 4 (summer), 199-214Kusum L. Ailawadi, Donald R. Lehmann, Scott A. Neslin (2001) “Market Response to a Major Policy Change in the Marketing Mix: Learning from Procter & Gamble’s Value Pricing Strategy”. Journal of Marketing: January 2001, Vol. 65, No. 1, 44-61 Rothschild, Michael L. (1987), “A Behavorial View of Promotion’s Effects on Brand Loyalty,” in Advances in Consumer Research, Vol. 14, Melaine Wallendorf and Paul Anderson, eds. Provo, UT: Association for Consumer Research, 119-120.Kusum L. Ailawadi and Scott A. Nesline (1998), “The Effect of Promotion on Consumption: Buying More and Consuming It Faster. Journal of Marketing Research, Vol. 35, No. 3 (Aug., 1998), 390-398 | zh_TW |
