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Marketing strategy based on customer behaviour for the LCD-TV

Author

Listed:
  • Yu-Jing Chiu
  • Hsiao-Chi Chen
  • Gwo-Hshiung Tzeng
  • Joseph Z. Shyu

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 decision factors. This study provides relationships and marketing strategy planning for firms in the LCD-TV market to meet customer needs.

Suggested Citation

  • Yu-Jing Chiu & Hsiao-Chi Chen & Gwo-Hshiung Tzeng & Joseph Z. Shyu, 2006. "Marketing strategy based on customer behaviour for the LCD-TV," International Journal of Management and Decision Making, Inderscience Enterprises Ltd, vol. 7(2/3), pages 143-165.
    • Handle: RePEc:ids:ijmdma:v:7:y:2006:i:2/3:p:143-165
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    Cited by:

    1. Daniel Adrian, GÂRDAN & Iuliana Petronela, GÂRDAN (GEANGU), 2015. "The Social And Economic Factors Influence Upon The Healthcare Services Consumers Behavior," Annals of Spiru Haret University, Economic Series, Universitatea Spiru Haret, vol. 6(2), pages 45-54.
    2. Hsu, C.-H. & Wang, Fu-Kwun & Tzeng, Gwo-Hshiung, 2012. "The best vendor selection for conducting the recycled material based on a hybrid MCDM model combining DANP with VIKOR," Resources, Conservation & Recycling, Elsevier, vol. 66(C), pages 95-111.
    3. Man-Ching Peng & Ru-Yu Wang, 2017. "Evaluating Wedding Banquet Halls Using a Novel Multiple-Criteria Decision-Making Model," Advances in Management and Applied Economics, SCIENPRESS Ltd, vol. 7(5), pages 1-2.
    4. Tsai, Wen-Hsien & Chou, Wen-Chin & Lai, Chien-Wen, 2010. "An effective evaluation model and improvement analysis for national park websites: A case study of Taiwan," Tourism Management, Elsevier, vol. 31(6), pages 936-952.
    5. Eliana Judith Yazo-Cabuya & Jorge A. Herrera-Cuartas & Asier Ibeas, 2024. "Organizational Risk Prioritization Using DEMATEL and AHP towards Sustainability," Sustainability, MDPI, vol. 16(3), pages 1-33, January.
    6. Som Sekhar Bhattacharyya & Arvind Sahay & Arunaditya Sahay, 2022. "The Quest for Competitive Advantage: The Role of Technology Depth and Breadth at the Customer Interface," Vikalpa: The Journal for Decision Makers, , vol. 47(4), pages 274-287, December.
    7. Chen, Shih-Hsin & Lin, Wei-Ting, 2018. "Analyzing determinants for promoting emerging technology through intermediaries by using a DANP-based MCDA framework," Technological Forecasting and Social Change, Elsevier, vol. 131(C), pages 94-110.
    8. Hung, Chih-Young & Lee, Wen-Yi, 2016. "A proactive technology selection model for new technology: The case of 3D IC TSV," Technological Forecasting and Social Change, Elsevier, vol. 103(C), pages 191-202.
    9. Dominic Owusu & Kwamena M. Nyarku, 2014. "Influence of Print Advertising on the Decisions of Tertiary Students to Purchase Telecom Products in the Cape Coast Metropolis: The Moderating Role of Price and Service Quality Delivery," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 4(10), pages 314-332, October.
    10. Wei-Chih Lu & I-Ching Tsai & Kuan-Chung Wang & Te-Ai Tang & Kuan-Chen Li & Ya-Ci Ke & Peng-Ting Chen, 2021. "Innovation Resistance and Resource Allocation Strategy of Medical Information Digitalization," Sustainability, MDPI, vol. 13(14), pages 1-20, July.
    11. Dong-Shang Chang & Sheng-Hung Chen & Chia-Wei Hsu & Allen H. Hu & Gwo-Hshiung Tzeng, 2015. "Evaluation Framework for Alternative Fuel Vehicles: Sustainable Development Perspective," Sustainability, MDPI, vol. 7(9), pages 1-25, August.
    12. Dong-Shang Chang & Sheng-Hung Chen & Chia-Wei Hsu & Allen H. Hu, 2015. "Identifying Strategic Factors of the Implantation CSR in the Airline Industry: The Case of Asia-Pacific Airlines," Sustainability, MDPI, vol. 7(6), pages 1-22, June.
    13. Shane N. Hall & Mark A. Gallagher & Daniel S. Fenn, 2020. "Risk Framework for an Organizational System With Major Components," Risk Analysis, John Wiley & Sons, vol. 40(12), pages 2509-2523, December.
    14. Noppamash Suvachart, 2019. "An exploratory study into consumers? perspective for establishing price strategies that maintaining consumers' good will," Proceedings of Economics and Finance Conferences 9511633, International Institute of Social and Economic Sciences.
    15. Gwo-Hshiung Tzeng & Chi-Yo Huang, 2012. "Combined DEMATEL technique with hybrid MCDM methods for creating the aspired intelligent global manufacturing & logistics systems," Annals of Operations Research, Springer, vol. 197(1), pages 159-190, August.
    16. Chia-Wei Hsu & Tsai-Chi Kuo & Guey-Shin Shyu & Pi-Shen Chen, 2014. "Low Carbon Supplier Selection in the Hotel Industry," Sustainability, MDPI, vol. 6(5), pages 1-27, May.
    17. Srđan Dimić & Dragan Pamučar & Srđan Ljubojević & Boban Đorović, 2016. "Strategic Transport Management Models—The Case Study of an Oil Industry," Sustainability, MDPI, vol. 8(9), pages 1-27, September.
    18. W-H Tsai & W-C Chou & W Hsu, 2009. "The sustainability balanced scorecard as a framework for selecting socially responsible investment: an effective MCDM model," Journal of the Operational Research Society, Palgrave Macmillan;The OR Society, vol. 60(10), pages 1396-1410, October.
    19. Vivek Agrawal & Nitin Seth & Jitendra Kumar Dixit, 2022. "A combined AHP–TOPSIS–DEMATEL approach for evaluating success factors of e-service quality: an experience from Indian banking industry," Electronic Commerce Research, Springer, vol. 22(3), pages 715-747, September.

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