Professor: Dr. Trappey Members: Mandy(962030 鄭瑋婷 ), Irene(960227 陳雅芳 ), Vanessa(9662513 劉香妙 )

1. Fortune Telling Professor: Dr. Trappey Members: Mandy(962030 鄭瑋婷), Irene(960227 陳雅芳), Vanessa(9662513 劉香妙) Date: 2008/05/29

2. Index • Preface • The categories of fortune telling • Motives for go to fortune telling • Interview with a fortune teller • 4P & Break Even Point analysis • Marco economy’s affect to fortune telling market • Competition and competitiveness • Questionnaire analysis • Conclusion

3. Category Due to the rapid and fast social changes have brought unconfirmed, people would like to get a confirmed future so that the growth of fortune telling is getting vigorously. • Constellations 占星術 • Tarot 塔羅牌 • Chinese astrology 紫微斗數 • Chinese Zodiac Sign 生肖 • Naming 命名 • Personal life analysis 八字/命盤 • Others (Geomantic omen 風水, touch bone 摸骨…)

4. Interviewing Time: 29th March, 2008 Figure: Mr. Wu-Won Kuo Place: FuGui Kun富貴館 / 新竹市東大路二段742巷一弄56號 • Since 1979 (from 19 years old) • Chance to be a fortuneteller • Personal Character • Services and Products • Daily customer number: 0 to 15 person

5. Interviewing • Customer Analysis Female to Male: 3:1 Average customer age: 30~60 years old Average customer: 0~15 person per day The hottest question of female: Fate divination/Marriage/Career The hottest question of male: Fate divination/Career/Marriage

6. Hidden in a narrow alley

7. Process Flow

8. 4P analysis • Product • Price

9. 4P analysis • Place: by word - of – mouth • Promotion: no special activity it has

10. Break Even Point Analysis Assumption: • NT$1,500/person, the break event point = 17 people. • Estimate average 5 customers per day. • Estimate average revenue NT$150K monthly. NT$1800K a year.

11. Competition • Competitors in the neighborhood • Casting lots in a temple • Web fortune telling: It’s convenient and instant

12. Competitiveness • Hit rate: It’s the major factor • Service items • Attitude: Fortune telling is kind of psychotherapy • Price • Brand • Customer loyalty

13. Questionnaire Analysis • Use the non-probability sampling method, and chose the sample as the reliance on available subjects. • Sampling Size : 26 people • Result : • From this non-probability sampling, the major need is “personal analysis” and “Constellations”. • From this non-probability sampling, they are willing to know fortune to help personal career. • Most of people use “fortune telling” as a reference. • From this non-probability sampling, people would like to pay less money, but get as much as information about fortune telling. • Potential problems with reliability • Not enough sample size. • Did not to cluster the groups • Female and Male has different character. From this sampling, female has 80%

16. Conclusion Human fortunes are as unpredictable as the weather; you can’t foresee what will happen in next second. Whatever how fortune telling is believable, it gives people faith and instruction to the issues. It’s not a business for earning money, but also directing positive ways to people.

17. Reference • 郭貞, 影響網路算命行為因素與動機之探討, 新聞學研究第85期, Oct.2004, pp.143-146, pp.175-176. • Gary Armstrong, Philip Kotler, Marking an introduction, 8 edition, 2007, Pearson International Edition.

18. Thank you