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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 relationship of decision factors. This study provides relationships and marketing strategy planning for firms in the LCD-TV market to meet customer needs.
Chiu et al. (2006) studied this question.