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A STUDY ON CONSUMER TYPES OF SOCIAL ENTERPRISE Tzu-Huan Chuang
1, Yu-Che Wang
2 and Chiu-Chi Wei
3*
1 Ph.D. Program of Technology Management
Chung Hua University, Taiwan 2 Department of Business Administration
Chung Hua University, Taiwan 3 Department of Industrial Management
Chung Hua University, Taiwan
*Corresponding author, E-mail: [email protected]
Abstract
Capitalism of free economic development has been the mainstream in global economic markets.
Although it has effectively contributed to increases in Gross Domestic Product (GDP) in many
countries, but the coercive practices in the pursuit of economic growth have given rise to certain side
effects. In view of this, experts and scholars believe that social enterprises can resolve related social
problems brought about by the overdevelopment. Although social enterprises can indeed resolve some
social problems, whether they possess self-sufficiency competency remains questionable. In this study,
the Children-Are-Us Foundation was adopted as the research case, and exploration and analyses were
carried out through the use of TVALS (Taiwan Value, Attitude and Living Scale), in the hope of gaining
an insight into the consumer types of social enterprise.
Analysis results show that consumer are generally divided into three major groups, of which the
hipsters comprise the highest number of people and are more receptive to advertising marketing
stimuli. Therefore, targeting effective marketing for the group with this living attitude, the Foundation
should integrate media exposure where appropriate and adopt more intuitive and visible charity
marketing approaches to attract consumers. Additionally, it is suggested that the competent authority
engage in cross-industry matching assistance as soon as possible, targeting non-profit organizations
resorting to social enterprising or agencies managing shelter workshops, as well as appropriately
making relevant bill amendments in order to make room for social enterprises to improve
self-sufficiency and survival rates.
Keywords: Social Enterprise, TVALS, Marketing Strategy
1. Background
With the prevalence of capitalism, most governments opt for the free
development of economic activities in the capital market. Although it can effectively
boost the overall social economy and GDP growth, as far as many countries are
concerned, the profit-oriented economic model has also brought about some negative
effects on the society, such as oligopoly enterprises monopolizing the economy, labor
and capital opposition, the economic structure of M-form society, and many other
problems.
Many economists have put forward various economic models or social mutual
assistance advice, hoping to cater to the vulnerable class emerging from economic
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development. However, limited by the law or enterprises’ profitability policy, a
considerable area of fuzziness exists between social welfare and economic
development (OECD, 1999), which has in turn led to the emergence of NPO
organizations that further promote profit-driven social enterprises and dedicated to
improving social problems through the strengthen of sustainable management.
(Borzaga and Defourny, 2004)
According to a report of Social UP in 2017, there are more than 11 million social
enterprise employees under the EU, accounting for approximately 6% of the entire
employment population in Europe. In the SEUK2017 report, it is stated that the
United Kingdom is the country with the most flourishing social enterprises, about
70,000 in total, up to one million employees, with the annual output value of 240
million euros, accounting for 5% of the GDP in the United Kingdom. Among them,
one third of the social enterprise entrepreneurs or employees are more disadvantaged
groups in terms of social employment, such as African-American women, those with
physical and mental disabilities, etc. This has a positive correlation with past notion
that social enterprises can resolve social issues through business models and form
social trends. (Dart, 2004)
Although the output value has increased considerably compared to past years, a
cash flow-based analysis on enterprise profitability shows 59% of funds come from
government subsidies. Hence, whether social enterprises can achieve self-sufficiency
and even sustainable management remains questionable (SEUK, 2017). Foster and
Bradach (2005) and Jay (2013) believed that although social enterprises have indeed
resolved social problems, the adequacy remains back on the economic side, thus
failing to form the cycle of sustainable management. Past researches on social
enterprises mostly focused on social goodness and policy formulation. However, to
fully contemplate from the perspective of commercialization, the target group must be
understood to formulate strategies (Kotler and Keller, 2005).
In this study, the TVALS model proposed by Wang and Chow (2017) was
deployed to explore employment-oriented social enterprise management. The most
well-known shelter workshop in Taiwan, The-Children-Are-Us Foundation was
adopted as the research object. Through questionnaire surveys and analyses, it is
expected that the TVALS model can be used to identify consumer groups and aid
social enterprises in providing practical and feasible marketing practices for their
target consumers. In the future, it can also be promoted to other employment-oriented
social enterprises as a reference for market promotion. In addition to increasing the
actual turnovers of social enterprises, it will assist in promoting the long-term
business cycle of social enterprises.
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2. Literature Review
This section explores the related literatures, including social enterprises and
VALS Model and description of case.
2.1 Social Enterprises
The term social enterprise derived from the socioeconomic transformation of
tangible or intangible resource exchanges among mutual-aid assistance groups in
Europe. Although the term social enterprise still have no explicit definitions and
business scope, any organization whose founding principle is to resolve social gap
and unemployment issues through business models and whose objective is not to
pursue profit maximization can be called social enterprises (OECD, 1999).
Although social enterprises are fundamentally social welfare based, their
practices are actually business model oriented. Hence, the regulatory definitions
targeting social enterprises vary from nation to nation. Among the legal norms at
present, the United Kingdom, the first to promote social enterprise laws has become
the paradigm of legal references (Social Enterprise UK) for many countries.
Subsequently, the social welfare company bill in the United States have been
implemented in over 30 States (Benefit Corporation, 2019). In Asia, Korea promoted
“Law on the Promotion of Social Enterprises” in 2006 to become the leader in social
enterprise regulations in Asian regions (KoSEA,2019). Currently, Taiwan’s social
enterprise regulations are still undergoing legislation planning, but in view of the
current social enterprise model, market segmentation is done by traditional non-profit
organizations and for-profit organizations.
The classification of social enterprises is mostly based on the social enterprise
spectrum put forth by Dees (1999). He believed that there is no fixed standard for
classifying social enterprises. Instead, the classification should be based on the
enterprises’ own objectives, motivations, operational methods and stakeholders,
including beneficiaries, capital sources, manpower and providers. If NGOs and
traditional for-profit enterprises are the two ends of the spectrum, true social
enterprises should only belong to the mixed-type enterprise category in the spectrum.
Hence, Dees (1999) believed that mixed-type social enterprises should be divided into
the five types below: (1) full philanthropy support, (2) partial self-sufficiency, (3)
cash flow self-sufficiency, (4) operating expense self-sufficiency, (5) full-scale
commercialization.
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Figure 1. Mixed-type Social Enterprises
Due to cultural differences, the United States classifies social enterprises based
on the concept of the third sector, thus the inclination towards social venturing. As for
Europe, due to its mutual aid community background in the past and early regulatory
setup, the classification is more detailed, with different aspects targeted. In this study,
the social enterprise classification of Cheng (2007) was adopted: commercialized
social enterprises, social venture enterprises, implementation of corporate social
responsibility, and social cooperatives. In addition, commercialized society
The-Children-Are-Us Foundation was selected as the case for research analysis.
2.2 Values, Attitudes, and Life Styles
VALS (Values, Attitudes and Life styles) is a consumer clustering system jointly
researched by Mitchell (1978) and SRI International (SBI, 2018). With the demand
theory and social personality concept of Maslow (1954) as the basis, consumers have
been grouped based on the demographic variable background, in the hope of more
explicitly depicting consumer clusters. Additionally, targeting effective customer
groups, more accurate marketing strategies have been formulated (Beatty, Homer, &
Kahle, 1988). VALS classifies into nine categories based on living resources and
consumption motivation and according to level of consumption, gender, education
level, consumption motivation, and other dimensions, enabling marketing personnel
to perform more accurate marketing analyses based on the preferences of the category
groups. Thus, VALS has been deemed by the marketing industry as the best
breakthrough tool of the 1980s for market research. Since the initial design overly
focused on group activities and consumer interests, the marketing predictions showed
deviations. Hence, the categories were reviewed in 1989, reclassifying the consumer
groups into eight types (as shown in Figure 2).
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Figure 2. VALS
Since VALS and national cultural background are closely related, the US VALS
standard cannot be directly substituted as analysis tools in other countries. Japan’s
JVALS was jointly developed by SBI and Japanese information integration
company-NTT Data; in China, the CVALS framework model was proposed by Wu in
2005. In consideration to the cultural barriers between VALS and translation language
differences, this study employed TVALS (Table 1 and Figure 3) proposed by Wang
and Chow (2017) as the research framework, with social enterprises also as the
marketing targets of consumer groups, thereby fulfilling the practical significance of
this study.
The research of Wang and Chow (2017) shows that Hipsters and Audiences are
the major consumer groups of social enterprises. They share the common
characteristics of high education, more spontaneous consumption attitude, and high
living, diet, and health requirements. Other than the three living characteristics, region
is also a dimension to be taken into consideration. The higher the degree of
urbanization of a region, the higher the consumer’s degree of social enterprise
acceptance.
Innovators
o
Thinkers
o
Believers
o
Achievers
o
Strivers
o
Experiencers
o
Makers
o
Survivors
o
Ideals Achievement Self-Expression
High Resources
High Innovations
Low Resources
Low Innovations
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Table 1. TVALS
Profession Style Definition
Blue Collar Simplifiers
Lower education level
Moderate living and diet requirements, mainly with an
economic orientation
Lower trend pursuit concept
White Collar
Health-care
Considerably low education level in this work scope due
to higher age
The highest living, diet, and health concept
The lowest trend pursuit concept
Seeker
High education level
Pursuit of self-achievement and family recognition
Low living, diet, and health concept.
Moderate pursuit of fashion concept
The males comprising more in consumer group
Audience
High education level
Pursuit of self and social value recognition
High living, diet, and health concept
Higher fashion pursuit concept
More spontaneous consumption attitude
Self-employed
Housekeeper
Medium to high education level
High family life recognition
High living, diet, and health concept
Moderate fashion pursuit
More spontaneous consumption attitude
Mostly female homemakers
Hipsters
High education level
High living, diet, and health concept
The highest fashion pursuit concept
The most spontaneous consumption attitude
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Figure 3. TVALS
2.3 Description of Case
The-Children-Are-Us Foundation was founded on June 29th
, 1995 by
enthusiastic parents of those with mental disabilities. The purpose of the foundation is
to uphold lifelong care or the mentally disabled and lifetime education as the core and
adhere by the mission of paving the way toward dignified living for the mentally
disabled and the joy of existence, overcome obstacles through love and care, and
bring out the potential of Children-Are-Us to return to mainstream society, thereby
changing the lives of those with mental disabilities.
Children-Are-Us are those with mental disabilities must undergo long-term
rehabilitation and education to lead an independent life. However, long-term training
is required to enter the general workplace. The Foundation gives emphasis to turning
Children-Are-Us from service receivers into service providers and from resource
consumers into resource creators through management with an abundance of
innovative thinking and perseverance, rather than resorting to seclusion. The CAUF
has already established a warm and independent image, becoming a synonym of the
“mentally disabled” in Taiwan. Its baking business under social enterprise trend in
Taiwan is a much talked about social enterprise paradigm in Taiwan.
At present, the Foundation has Taipei, Hsinchu and Kaohsiung branches. Under
each branch are the Social Welfare Department and the Business Department. The
Head Office is located in Kaohsiung, under which are the General Business Division,
the Public Affairs Division, the Secretary Division, the Financial and Accounting
Division, and Administrative Planning Division, the Procurement Division, and the
Educational status
Profession Discreet consumers
Casual consumers
Blue Collar White Collar Self-employed
Simples Health-cares
Seekers
Audiences
Housekeepers
Hipsters
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General Affairs Division. The organizational characteristics and principles are
according to jurisdiction. Secondly, the Social Welfare Department and the Business
Department have a parallel setup (CAUF, 2018).
3. Research Method
This study aims to gain an insight into specific customer groups of
Children-Are-Us Foundation, Therefore, the CAUF (Children Are Us Foundation)
consumers were included as research participants. In reference to researches on VALS,
CVALS, and TVALS and the consumer behaviors of customers, the questionnaire is a
multi-item list (Table 2). A pre-test was conducted on 20 consumers, including civil
servants, students, and Managerial positions. Formal questionnaire is issued only after
filtering out questions with reliability and validity.
Due to time and space constraints, the questionnaire targeted the consumer group
aged above 20. The questionnaires include online questionnaire and physical
questionnaire at Hsinchu’s The-Children-Are-Us Restaurant. The questionnaire was
conducted from May 1st, 2019 to May 15
th, 2019. A total of 150 copies were
distributed, of which 117 copies were recovered (recovery rate of 78%). The online
questionnaires was done through the cake survey online questionnaire system, 208
copies were recovered. After eliminating 19 invalid or repeatedly filled out copies,
306 questionnaire copies were obtained for analysis. The questionnaire survey results
underwent analysis using IBM SPSS21 Version. The 5-point Likert scale was used in
all the questions in the scales.
4. Research Analysis
This section covers the analysis and discussion of recovered questionnaires.
4.1 Reliability and Validity Analysis
Since TVALS was a newer questionnaire, reliability analysis was first carried out.
In this study, “Cronbach α of above 0.8 indicates high consistency” defined by
Nunnally (1978) was used. Good consistency was between 0.6 and 0.8 but not less
than 0.5. Table 2 shows that α values of the questions in the questionnaire all
exceeded 0.6, indicating the good reliability of the questionnaire. The living attitude
dimension was used in this study for Principle Component Analysis and Factor
Analysis. With the KMO value of 0.746, the Bartlett value of 0.000, six factors were
extracted. The dimension naming and question classification are as shown in Table 2
below:
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Table 2. Questionnaire Reliability
Factors Question Cronbach α
New life
achievement
awareness
1 I have high expectations of my own
achievements. .736
2 I like to draw the attention of others. .733
3 It is important for my family to think I am
successful. .737
4 I have longing for highly developed countries
(e.g. The United States, Japan). .740
5 I like a romantic attitude towards life. .730
Advertising
awareness
1 Advertising is an indispensable part of my life. .734
2 I pay much attention to advertising on streets. .718
3 I often read advertisements in newspapers and
magazines. .719
4 I like all the advertisements and programs on
TV. .732
Fashion trend
awareness
1 Between practicality and fashion, I choose
fashion. .734
2 I like to pursue popular, fashionable or new
things. .715
3 I am the first person to purchase a newly
released product. .730
Price
evaluation
concept
1 I compare prices before making a purchase. .764
2 I am cautious when it comes to my spending. .773
Family life
awareness
1 My family is more important than my career. .753
2 I like spending time with my family. .747
Spontaneity
awareness
judgement
1 I sometimes buy things I don’t need to keep
myself entertained. .755
2 I often do things on impulse. .754
Consumer
consumption
factors
1
I purchase The-Children-Are-Us products
because it aids in the sustainable management of
The -Children-Are-Us Corporation. .750
2 I purchase The-Children-Are-Us products
because they are trustworthy. .714
3
I purchase The-Children-Are-Us products
because purchasing them gives me a sense of
satisfaction. .746
4
I purchase The-Children-Are-Us products
because I am attracted by the marketing
approach. .756
5 I think The-Children-Are-Us products have good
quality and come with a diversity of choices. .712
6 I think The-Children-Are-Us products can be
conveniently purchased. .723
7 I think The-Children-Are-Us products are .737
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reasonably priced.
8
I think the service experience at the time of
purchasing The-Children-Are-Us products is
good. .736
9 I will purchase The-Children-Are-Us Products
again. .723
Customer
satisfaction
1 I will recommend The-Children-Are-Us
products to others. .841
2 I sometimes buy things I don’t need to keep
myself entertained. .841
4.2 Cluster Analysis and Descriptive Statistics
The clustering in this study aims to explore the backgrounds and living attitudes
of consumers, with the K-Means clustering chosen as the clustering method. The
cluster value at the time of clustering into three groups was 1429; therefore,
three-group clustering was selected.
The cluster descriptive statistics are as shown in Table 3, including gender, age,
education, occupation, and income. In the gender section: group 1 has the highest
proportion of males (40.8%), group 2 has the highest proportion of females (78.8%);
age proportions are relatively older, Group 2 is the youngest, and Group 3 is
concentrated in 30-39 years; The highest and lowest educational ratios are
concentrated in Group 1; the career Group 1 is the group with the highest proportion
of business operators, the Group 2 is the homemakers and the students, and the Group
3 is the labor service and professional technical position. Income can be compared to
occupational distribution, Group 1 is relatively high income, and Group 2 has the
lowest income.
The average of the various facet factors in Table 4 shows that the two aspects of
the new life attitude and family consciousness are not much different among the three
groups. The advertising awareness and popular consciousness are relatively low in
group 1, but the cost consciousness is the highest among the three groups. Spontaneity
awareness is to get a higher score in Group 2.
Table 5 shows the analysis of demographic variables and clustering results by
ANOVA. It is hoped that the differences between demographic variables among
groups can be understood. The three groups were found to have significant differences
in gender, age and occupation. The gender was significantly higher in G1 and G2. As
shown in Table 3, G1 was the most male and G2 was the female. Age is significantly
different between G2 and G3. The main component of G2 is 20-29 years old, while
G3 is mainly 30-39 years old. Although G1 is older, it may be due to the small
number of G1. There are significant differences with other groups. The occupational
part also has significant differences in G2 and G3. The G2 occupational distribution is
mainly for students and family management, while the G3 is for professional and
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technical jobs. Although the occupational part is significant, the income of each group
has not reached a significant difference, probably because the difference between the
main income Less 625 and the 1,250-1,875 range is not as large as the difference.
Based on the results of Tables 3, 4 and 5, Table 6 provides a characteristic
analysis of the statistical results presented by the three groups. There were 77 in group
1, accounting for 23.2% of the questionnaires. The group had the highest proportion
of males, the highest average age, the largest difference in academic qualifications,
the lowest awareness of advertising and epidemic, and the highest cost consciousness.
There were 99 in group 2, accounting for 32.4% of the questionnaires. The proportion
of women is the highest, the age is the lowest, the occupation is more students and
family management, the income is relatively low, and the sense of sexuality is the
highest; the group 3 has 136, accounting for 44.4% of the questionnaire, the
occupation is professional technical and blue collar, advertising awareness The most
popular awareness and the lowest cost awareness.
Table 3. Cluster Descriptive Statistics
Gender
1(71) 2(99) 3(136)
N % N % N %
Male 29 40.8 21 21.2 48 35.3
Female 42 59.2 78 78.8 88 64.7
Age
1(71) 2(99) 3(136)
N % N % N %
20-29 29 40.8 58 58.6 57 41.9
30-39 27 38 28 28.3 56 41.2
40-49 9 12.7 8 8.1 12 8.8
50-59 5 7 5 5.1 10 7.4
60-64 1 1.4 1 .7
Education
1(71) 2(99) 3(136)
N % N % N %
junior high 0 0 0 0 0 0
senior high 4 5.6 3 3 4 2.9
university 39 54.9 65 65.7 88 64.7
graduate institute 28 39.4 31 31.3 44 32.4
Career
1(71) 2(99) 3(136)
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N % N % N %
Military
personnel/civil
servants/teachers 11 15.5 11 11.1 21 15.4
Enterprise proprietors 3 4.2 1 1.0 3 2.2
Managerial positions 7 9.9 3 3.0 16 11.8
Professional technical
positions 12 16.9 19 19.2 29 21.3
Affairs positions 9 12.7 14 14.1 19 14.0
Labor service
positions 3 4.2 6 6.1 11 8.1
Self-employed
workers 4 5.6 5 5.1 2 1.5
Servicing industry
sales positions 6 8.5 2 2.0 9 6.6
Homemakers 5 7.0 8 8.1 6 4.4
Students 9 12.7 27 27.3 20 14.7
Other 2 2.8 3 3.0 0 0
Marriage
1(71) 2(99) 3(136)
N % N % N %
Unmarried 45 63.4 70 70.7 89 65.4
married 24 33.8 29 29.3 45 33.1
Married but single 2 2.8 2 1.5
Income(USD)
1(71) 2(99) 3(136)
N % N % N %
Less 625 14 19.7 33 33.3 24 17.6
625-1,250 27 38.0 42 42.4 55 40.4
1,250-1,875 17 23.9 12 12.1 37 27.2
1,875-2,500 5 7.0 5 5.1 10 7.4
2,500-3,125 3 4.2 2 2.0 2 1.5
3,125-3,750 1 1.4 0 0 2 1.5
3,750-4,175 4 5.6 5 5.1 6 4.4
Table 4. Means of Cluster
New
living
attitude
Advertising
awareness
Fashion
awareness
Spending
awareness
Family
awareness
Spontaneity
awareness
G1 3.648 3.123 2.479 4.014 3.796 3.134
G2 3.552 3.863 4.513 3.768 3.641 3.394
G3 3.590 3.877 4.557 3.691 3.757 3.165
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Table 5. ANOVA of Cluster Descriptive Statistics
F Significance Post-hoc
Gender 4.340 .014 G1>G2
G1 Male is higher, G2 Female is higher
Age 3.267 .039 G2>G3
G2 is the youngest, G3 is in 30-39
Education .240 .787
Career 5.182 .006 G2>G3
G2 is student and homemakers
Income 2.570 .078
Table 6. Characteristics of Cluster
N % Cluster description
G1 77 23.2%
The group with the greatest difference in education
The group with the highest ratio of males.
Higher average age
The highest ratio of enterprise proprietors
The group with the highest income
Lowest advertising and fashion awareness
Highest spending and lower spontaneity awareness
A higher family awareness
G2 99 32.4%
The highest ratio of females
The group with the lowest age
University comprising the majority in education level
More students and homemakers in occupation
Relatively lower income
The highest spontaneity awareness
G3 136 44.4%
More professional technical positions and blue collar
The majority fall under the age of 30-39 years old
Medium income
The highest advertising and fashion awareness
The lowest spending awareness
4.3 Correlation Analysis
Table 3 shows that in the clustering, the demographic variables that appeared
include: gender, age, income, education level, and occupation, which are five more
obvious demographic variables. Therefore, these five demographic variables and six
dimensions were used to carry out the T-test or ANOVA in order to understand which
demographic variables and life attitude dimension showed reciprocal influence.
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4.3.1 Whole-sample Correlation Analysis
In this section, the whole sample was used for the living value attitude
significance test. Independent samples T-test and ANOVA were used. In addition,
since the main samples did not exceed 1000, post-hoc comparison was done using two
methods, namely, the Tukey Method and the Duncan Method. Tables 7 to 11 show the
dimension difference analysis results.
Table 7. Significance Test of Gender
Dimension Gender
F Significance
New living attitude 1.028 .312
Advertising awareness .001 .975
Fashion awareness 2.032 .155
Spending awareness 1.659 .199
Family awareness 2.080 .150
Spontaneity awareness .294 .588
Table 8. Significance Test of Age
Dimension F Significance Post-hoc
New life attitude 3.073 .010 2 >1
Age 20-29 > Age 30-39
Advertising
awareness .785 .561
Fashion
awareness .622 .683
Spending
awareness 1.499 .190
Family
awareness 1.687 .138
Spontaneity
awareness 1.374 .234
Table 9. Significance Test of Income
Dimension F Significance Post-hoc
New life attitude 1.211 .300
Advertising
awareness 1.155 .331
Fashion
awareness .980 .439
Spending
awareness .498 .810
Family
awareness 1.013 .417
Spontaneity
awareness 2.302 .035
2>3
625-1,250 > 1,250-1,875
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Table 10. Significance Test of Education Level
Dimension F Significance Post-hoc
New life attitude 1.081 .341
Advertising
awareness 7.830 .000
2>4
Senior high school>graduate
school
Fashion
awareness .079 .924
Spending
awareness 1.718 .181
Family
awareness .365 .695
Spontaneity
awareness 6.036 .003
3>4
University>graduate school
Table 11. ANOVA of Occupations and Dimensions
Dimension F Significance Post-hoc
New life attitude 2.711 .003
1>6>4
Civil servants>Labor service
>Professional technical positions
Advertising
awareness .796 .633
Fashion
awareness 1.473 .148
Spending
awareness 3.330 .000
Family
awareness 1.677 .085
Spontaneity
awareness 1.033 .416
Table 7 shows that there is no significant difference between gender and dimension, but
the difference is significant between age and new life attitude (F=3.073, p=0.01<0.05) (Table
8), especially, between age 20-29 and age 30-39. Table 9 reveals that a significant difference
between income and spontaneity awareness (F=2.302, p=0.035<0.05), and it is significant
between income 625-1,250 and 1,250-1,875. On the other hands, Table 10 shows that
advertising awareness (F=7.830, p=0.000) and spontaneity consciousness (F=6.036, p=0.003)
are both significantly different for different educational level. For advertising awareness, the
degree of influence between high school and graduate school is significantly different. For the
consciousness of the spontaneity, people with university background is higher than that with
graduate degree. Table 11 is the ANOVA of occupations, and it is found that the new life
attitude (F = 2.711, p = 0.003) is significantly different between military personnel/civil
servants/teachers, labor service positions and professional technical positions, and the
military personnel/civil servants/teachers.
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5. Conclusion
According to the analysis, the six consumer groups of TVALS were compared,
and results show that the clustering generally coincide with TVALS and the six
groups. However, the respective still show some differences, which may be due to the
fact that the social enterprises in the questionnaire of Wang and Chow (2017) covered
more aspects, including environmentally friendly social enterprises, employment
friendly social enterprises, and social enterprises in remote areas. This study only
targeted the vulnerable employment friendly enterprises, and also the limitations on
the questionnaire distribution time and region, thus results were slightly different.
The analysis shows that new life attitude, advertising attitude, and spontaneity
attitude showed differences in education level and occupation. However, the new life
attitude dimension did not especially receive a high score in the description of
clustering characteristics. Hence, if possible, the marketing strategy should focus on
contemplating two dimensions: advertising attitude and spontaneity attitude. In
particular, the effect of advertising attitude produced better influence on senior high
school education, which coincide with the conclusions drawn from The Third-Person
Effect and demographic variables proposed by Davison (1983). The research by
Srivastava (2010) also shows that the groups with lower education were susceptible to
advertising, which in turn affected the shopping related decision-making. The group
with higher spontaneity attitude said they were likely to develop the urge to buy
impulsively. It was found that the spontaneity attitude of university education was
higher than that of higher than graduate school, which coincides with the finding in
the research of Shahjehan et al. (2012) that the higher the education level, the less
likely to buy on impulse. Since those with senior high school education were higher in
age and mostly married, they tended to have more considerations for expenditures,
thus their less likelihood to buy on impulse.
Although social enterprises are those that incorporate entrepreneurship,
innovation, and technological approaches, attempting to improve social problems and
enhance social influence through co-creation. However, not all problems can be
solved through social enterprises. Although business management skills are
prerequisites to the sustainable management of social enterprises, they are not the
keys to success. The-Children-Are-Us Foundation had generally hired social workers
or counselors as professional managers in the past. However, as far as shelter
workshops are concerned, humanitarian care is deemed more appropriate.
Nevertheless, due to their commercial professionalism inadequacy, operational gaps
have resulted. From the standpoint of consumers, the focus lies in whether the overall
value of the enterprise is recognized by consumers. Thus, the marketing of social
enterprises remains the key.
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