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

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: [e-mail] Institute of Management of Technology, National Chiao Tung University, 1001, Ta-Hsueh Rd., Hsinchu 300, Taiwan E-mail: [e-mail]

Hsiao-Chi Chen
Institute of Management of Technology, National Chiao Tung University, 1001, Ta-Hsueh Rd., Hsinchu 300, Taiwan E-mail: [e-mail]

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: [e-mail] *Corresponding author

Joseph Z. Shyu
Institute of Management of Technology, National Chiao Tung University, 1001, Ta-Hsueh Rd., Hsinchu 300, Taiwan E-mail: [e-mail]
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