A study of consumer purchase intention to the combination of direct marketing and physical channel
Date Issued
2006
Date
2006
Author(s)
Wu, Ming-Chien
DOI
zh-TW
Abstract
As the increasing of our GDP and of female workforce, cosmetic market is getting more important. Accompany with the fierce competition which company should face, Amway and AVON, the giant of non-store cosmetic companies, change their business strategy from direct marketing to matching physical channel with non-store channel in order to encourage their market share and their brand awareness. Compare to other cosmetic company, Amway and AVON face the challenge of well-matching the different characteristics of channels. From business point of view,this paper could not only provide the knowledge of the perception in consumer’s mind including price,quality and risks but also the product mix and the consumer involvement;furthermore, this paper also provide the discussion of the fitness of combining two channels to increase the share of wallet.
Subjects
直銷
實體店面
購買意願
direct marketing
physical channel
purchase intention
Type
thesis
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