Marketing Strategy Based on Customer Behaviour for the Lcd-Tv Yu-Jing Chiu

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Int. J. Management and Decision Making, Vol. 7, Nos. 2/3, 2006

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Marketing strategy based on customer behaviour for the LCD-TV Yu-Jing Chiu Department of Business Administration, Chung Yuan Christian University, 200, Chung Pei Rd., Chung Li 32023, Taiwan E-mail: chiou.yu.jing@yahoo.com.tw Institute of Management of Technology, National Chiao Tung University, 1001, Ta-Hsueh Rd., Hsinchu 300, Taiwan E-mail: yujing.mt89g@nctu.edu.tw

Hsiao-Chi Chen
Institute of Management of Technology, National Chiao Tung University, 1001, Ta-Hsueh Rd., Hsinchu 300, Taiwan E-mail: angela77.mt90g@nctu.edu.tw

Gwo-Hshiung Tzeng*
Institute of Management of Technology, National Chiao Tung University, 1001, Ta-Hsueh Rd., Hsinchu 300, Taiwan Kainan University, No.1, Kainan Rd., Luchn, Taoyuan County 338, Taiwan E-mail: ghtzeng@cc.nctu.edu.tw *Corresponding author

Joseph Z. Shyu
Institute of Management of Technology, National Chiao Tung University, 1001, Ta-Hsueh Rd., Hsinchu 300, Taiwan E-mail: joseph@cc.nctu.edu.tw Abstract: Manufacturers of LCD-TV tend to focus on technology with little consideration for customer needs. We have researched customer behaviour in order to learn more about customer needs in an effort to reduce the gap between technology and customer-needs. Customer behaviour is defined in this study as buying behaviour. The traditional concept of marketing strategy is not multi-dimensional, so we employed the Decision Making Trial and Evaluation Laboratory (DEMATEL) method. The DEMATEL method is used to detect customer buying-decision-factors. The relative relationship supports strategic planning in actual situations and the competitive environment. Results show that customer buying-factors include price, quality, resolution of kinescope, low radiation, and the relationship between these factors. Quality is a powerful factor affecting others with advertising as a prime example. The marketing strategy planning framework is proposed according to the relationship of Copyright © 2006 Inderscience Enterprises Ltd.

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Y-J. Chiu, H-C. Chen. G-H. Tzeng and J.Z. Shyu
decision factors. This study provides relationships and marketing strategy planning for firms in the LCD-TV market to meet customer needs. Keywords: LCD-TV; customer behaviour; market marketing strategy. Reference to this paper should be made as follows: Chiu, Y-J., Chen, H-C., Tzeng, G-H. and Shyu, J.Z. (2006) ‘Marketing strategy based on customer behaviour for the LCD-TV’, Int. J. Management and Decision Making, Vol. 7, Nos. 2/3, pp.143–165. Biographical notes: Yu-Jing Chiu received her BS in Business Administration from Chung Yuan Christian University, Taiwan, and her PhD Degree from Institute of Management of Technology, National Chiao-Tung University, Taiwan, in 2000 and 2005, respectively. She is currently an Assistant Professor in Business Administration at Chung Yuan Christian University, Taiwan. Her primary research interests include consumer behaviour, marketing, and technology management. Hsiao-Chi Chen received a BS in Business Administration from Chung Yuan Christian University, Taiwan, in 2001. She is presently a PhD candidate at the Institute of Management of Technology in National Chiao-Tung University, Taiwan. Her research interests include industry analysis, platform structure, and strategic management. Her major subject is Strategy Planning. Gwo-Hshiung Tzeng received his BS Degree in Business Management from the Tatung University; Taipei, Taiwan, his MS Degree in Urban Planning from Chung Hsing University; Taipei, Taiwan, and his PhD Degree in Management Science from Osaka University, Osaka, Japan, in 1967, 1971, and 1977, respectively. He was a Visiting Professor in the Department of Engineering and Economic System, Energy Modelling Forum at Stanford University, from August 1997 to August 1998 and a Professor at Chaio Tung University from 1981 to the present. He has achieved the position of National Distinguished Chair Professor. He...
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