Personal Values, Demographics and Consumption Behaviour:
書誌事項
- タイトル別名
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- A Study of Taiwanese Consumers
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説明
This paper aims primarily to investigate the relationship between value choice and demographics. The data for this study were obtained from a sample of over 1700 consumers in various parts of Taiwan. The findings confirm that consumers who choose different personal values differed significantly in their demographic make-up. The choice of value was also found to have influenced or have been influenced by what the respondents wanted most in life and the people or occasions they were happiest with. Investigations were also directed at understanding the influences of demographics and personal values on consumption behaviour. The conclusion was that the demographics of consumers exerted greater impact on product usage and brand preference than those imposed by personal values.
収録刊行物
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- Journal of International Consumer Marketing
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Journal of International Consumer Marketing 6 27-48, 1993-08-01
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