The Holy Bible as a Product: Consumer Segments Based on Preferences toward the Bible Cover
محل انتشار: دوازدهمین کنفرانس بینالمللی آکادمی مدیریت آسیا
سال انتشار: 1396
نوع سند: مقاله کنفرانسی
زبان: انگلیسی
مشاهده: 296
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شناسه ملی سند علمی:
AAMC12_050
تاریخ نمایه سازی: 22 دی 1396
چکیده مقاله:
This paper studied the customer segments of keepers of the Bible among believers of Jesus Christ in Hong Kong with respect to their preferences of the Bible cover. The results provided suggestions to marketers (specifically publishers) doing business of faith in the commercial age as well as implications in the renewal of faith as it gradually fades among the younger generations. The study involved a total of 182 respondents (80 male; 102 female) through the assistance of five local Christian churches. The findings indicated that there were significant differences of perception and understanding among segments which extended support to how religion and religiosity played significant roles inaffecting consumer behavior and perception across a wide range of commercial products. The study contributes to the literature by incorporating the concept that sustainable production of traditional long-time products could be revived by carefully studying the products’ changing customer segments.
کلیدواژه ها:
نویسندگان
Raymond Cheng
Department of Chinese and Bilingual Studies, The Hong Kong Polytechnic University, Hong Kong
Bard-lord Lam
Independent Researcher, Hong Kong