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Page history last edited by Jenny Chang 11 years, 2 months ago

The unique characteristics for this research are to investigate Kaohsiung’s two popular commercial districts. There is no research compare and analyze the consumer behavior, attitude and preference in Shinkuchan and Sanduo. Also the study contributes the benefit of government or these two commercial districts’ organizers to modify the marketing strategy. This means such a study provides some reference material in the field of marketing research. This study proposed an assumption that there are more student consumers in Sanduo commercial district than Shinkuchan commercial district. This research also refer some literatures, for example, Whang’s study is helpful, because it also studies the consumer behavior in multiple commercial districts. It provides the analytic description and comparative data information. And Thai’s study discuss about the consumer’s behavior and strategy in Shinkuchan commercial district. Its database could be the most important reference to support my hypothesis. Compare Thai’s and Whang’s works, the result of this research supports my hypothesis, about 76% student consumers in Shinkuchan, but about 30% in Sanduo. The reason is because Sanduo has more department stores than Shinkuchan. The student shows that Shinkuchan is more appropriate for them to shop.


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