Student Name (Chinese Characters): 董子淳 Student ID Number: 17Student Name (Chinese Characters): 楊政霖 Student ID Number: 28Student Name (Chinese Characters): 陳廣 Student ID Number: 38Student Name (Chinese Characters): 岳子揚 Student ID Number: 50

1. Introduction2. Literature review3. Hypothesis4. Methodology5. Results6. Conclusion7. References8. Appendix

Introduction

Many friends around us are already 18 years old,

and they often complain about the traffic in

Shinchu is really inconvenient without a

motorcycle.

Why don’t they just buy one?

IntroductionAfter asking some people of them, the reason can be

roughly separated into three parts:

“The motorcycle is too expensive.”“There is no need to buy a motorcycle.”“Parents disallow them to have one.”

Thus, we want to find out which type of promotions

(ex: discount, a gift…)can really attracts consumers in

this case.

HypothesisHypothesis 1

Direct price-off discount is more attractive

than other types of discount.

In our opinions, cash is more attractive

than any other gifts. We think this is because

that most time the gifts are not really useful

HypothesisHypothesis 2

Discount is more attractive than advertisement. (In the

situation that two retailers are both not known by the

interviewee.)

Many literatures tell us that discount can affect

consumers’ purchase intentions significance, so we

assume that discount is more attractive than

advertisements do.

HypothesisHypothesis 3

If we combine these two promotions it can be more

attractive.

Because the advertisements we see around us,

most of them are combined with discount. We want

to find out is it really more useful?

HypothesisHypothesis 4

For somebody no matter what you did, they

won’t change his (her) mind.

This is because we think those whose

parents don’t allow them riding motorcycles

won’t change their purchase intentions.

HypothesisHypothesis 5

Boys are easier to be attracted by motorcycles

advertisements than girls.

As we are boys ourselves, we will easily be

attracted by an advertisement that tells us about

the latest motorcycles or something about that.

Methodology Internet questionnaire

20 questionnaires for boys and 20 for girls.

A short face-to-face interview

In order to know what the interviewee really thinks of

these questions. In case of somebody may make

misunderstanding on our questions.

Collect the received data and turn it in to the information

we need by computerized.

Through a statistical method.

Results

Fig. 1 The pie chart of Question2.

We can control our interviewees are 30 boys

and 30 girls. And as our assumption, almost every

interviewee thinks that the traffic communication

of NCTU is very inconvenient in question2.

The pie chart is below:

Results In the question3 ” Why do you not own a motorcycle?” Most interviewees chose answer B “Do not have parent’s/parents’ permission” (11 boys 14 girls.) The second most answer interviewees chose is A “Monetary issues.” The pie chart is below:

Results

Fig. 3 The pie chart of Question4. Fig. 4 The distribution of boys’ and girls’ answer in Question4.

Our qustion4 is asking about interviewees’ reacts toward a discount promotion. 46 of the interviewees will be attracted by this promotion, while 14 of them won’t. The pie chart is below:

Results We ask question 5 “Reason for reluctance in purchasing a motorcycle?” One’s reason is because of she thinks the discount is too low, other one is that she was afraid the motorcycles that sell at the price are not safe , and the rest of 12 interviewees is because of they have no permission from their parents.The pie chart is below:

Results

Fig. 6 The pie chart of Question 6 Fig. 7 The distribution of boys’ and girls’ answer of Question 6.

In the question6” Which discount is more preferable?” The answer shows that most people like direct price-off discount. 46 people (24 Boys and 22 girls) chose answer A, 7 (4 Boys and 3 Girls) chose answer B. The pie chart is below:

Results

Fig. 8 The pie chart of Question 7. Fig. 9 The distribution of boys’ and girls’ answer of Question 7.

Question7 is asking the interviewees will they be affected by the advertisement A. Advertisement A is mainly introducing the motorcycle retailer about their advantages and more than 2/3 interviewees say yes. In this case, the answer collected from boys and from girls have not much different. The chart is below:

Results

Fig. 10 The pie chart of Question 8. Fig. 11 The distribution of boys’ and girls’ answer of Question 8.

What if the consumers are not advertised, they only know there is a discount at B motorcycle retailer? The result of question8 just as we assumed, 2/3 of interviewees think that discount is more attractive than advertisement. But the choices of boys and girls are still almost the same, 19 boys and 21 girls chose YES. The chart is below:

Results

Fig. 12 The pie chart of Question 9 Fig. 13 The distribution of boys’ and girls’ answer of Question 9.

The last question is combine two types of promotions, discount and advertisement. Only 9 people think that the promotion combined discount and advertisement is not more attractive and 47 interviewees thinks it is more attractive than question 7 and 8 .Opposite toward our hypothsis5, boys and girls still have the same decision toward this question. 23 boys and 24 girls think this promotion is more attractive.The chart is below:

ConclusionHypothesis 1

We confirm this by question 6. From the data

we abstracted is quite obvious that 76.667%

interviewees (46 interviewees) choose the

promotion that offer price-off discount. Maybe

this is because Taiwanese like cash than other

gifts.

ConclusionHypothesis 2

It does hold water. There are 66.667%

interviewees (40 interviewees) choose the

retailer that have discount without advertising.

11 of them even hasn’t be attracted by the

advertisement without discount. By this we think

that if you are going to increase consumers’

purchase intention, price-off discount is a

effective way to achieve your goals.

ConclusionHypothesis 3

It is also confirmed by question 9, 78.333%

interviewees think the retailer that advertised

will and had a discount is really attractive. This

is why we see this type of promotion so often.

It really works.

ConclusionHypothesis 4

Some people won’t be attracted by discount

and any types of advertisements. The main

reason is that money is not the reason why

they have no motorcycle, and although we

advertised them, the barrier keep them from

buying motorcycles is still there, so this

hypothsis is true.

ConclusionHypothesis 5

It is totally rejected by our survey. By using the statistic method, we use four questions’ results that answers are yes or no.

In question6, 24 boys and 22 girls said yes. In question7, 22 boys and 20 girls said yes. In question8, 19 boys and 21 girls said yes. In question9, 23 boys and 24 girls said yes. We conduct that the mean probability of boys choose

yes is 76.667%,and the mean probability of girls choose yes is 70.667%.

ConclusionHypothesis 5

Use the Z test to find out whether they are

different or not.

We assume that H0 is μboys – μgirls = 0.

After calculating, our z* is 1.2165.

Look up the statistic table for zα/2 (α=0.05) is

1.96. Since 1.2165 < 1.96, we fail to reject H0.

In other words, we can’t say that boys’ choice

and girls’ choice are different.

ConclusionHypothesis 5

After this statistic step, we find these two

genders have almost the same attitude toward

our advertising promotions.

We think this is because we have force

everyone to notice the advertisements, so

everybody had receive the image of what

advertisements want to convey.

Conclusion By this survey, we find out that we should use

the combined promotion. Products such as

motorcycles are not like cookies or something

that are cheap and easy to buy a new one. To

most people, a motorcycle can be use for 3~5

years, not until they feel their motorcycle is

broken they won’t change their motorcycle. As a

result, if you are not a trusty retailer, your

discount promotion can’t be effective as those

who are trusty.