英语论文网

This chapter starts from an outline of respondent demographics and then moves onto examine consumer perceptions and preferences with regard to HP and competitors' brands. A discussion of how communication strategy relates to the image of major notebook PC brands in Taiwan follows. It is organised in terms of research objectives and reports survey result.

In addition, it discusses whether consumers perceive HP as an 'innovative, personalised and technology leading' brand, investigates the most important factors for consumers when they choose notebook brands, and discusses consumer position the four brands. The analysis of this data is presented along with explanatory comments to clarify and highlight important findings.

Respondent Demographics

A research methodology was proposed in chapter three to gain a deeper understanding of the branding strategy adopted by HP. The research methodology utilise both primary and secondary data, where primary data will be gathered from online self-administered questionnaires. A total of 152 valid questionnaires were collected from Taiwanese people, which comprises both existing HP consumers and other brands' consumers. The respondents' characteristics are shown in Table 4-1.

Firstly, all age groups were represented in the tables, from 20 years old or below (1%), 21 to 30 (68%), 31 to 40 (30%) and over 40 years old (1%). This clearly shows that the respondents aged 21-30 were the largest group of the sample and 98% of the total respondents were between the ages of 21-40, which means the sample is not representative of whole Taiwanese population. The results of this survey more properly demonstrate opinions of people aged from 21 to 40.

Then, of the 152 respondents, 51% were female and 49% were male. In terms of monthly income, 26% of the respondents had a monthly income of less than NT$ 30,000 and around half of sample earned between NT$30,000 and NT$50,000. From an educational perspective almost 55% of participants had completed a university course and graduated with bachelor degree, with 45% achieving a master degree or above.

The final category is life-style and includes six types life-style grouped by Leo Burnett Taiwan Ltd. (survey conducted from August 2007 to September 2007 with 2584 respondents) and summarised in Global Views Monthly (2008) (see Appendix D). It broke the traditional view of segmentation by age, gender or income and indicated that consumer values are blending into each other. According to Leo Burnett's research report, values are distributed evenly across in the different age levels. For example, from a traditional point of view, people may think the 'playing group' is made up primarily of young people. However, research shows that people belonged to this group distributes in the age level from 25 to 49 years old. In our research, about 50% of respondents were the members of the 'balance group', followed by the 'carefree group' with 21%.

Brand Awareness

Question 1 & question 4 examine brand awareness and brand preference. We employed the measures of brand awaren本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。