國內汽車消費者生活型態與市場區隔之研究

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Title:	國內汽車消費者生活型態與市場區隔之研究
Other Titles:	A study of consumer lifestyle and market segmentation of domestic automobile
Authors:	郭恬宜;Kuo, Tien-i
Contributors:	淡江大學國際貿易學系國際企業學碩士在職專班黃志文;Huang, Chih-wen
Keywords:	國內汽車;生活型態;市場區隔;Domestic Automobile Consumers;Lifestyle;Market Segmentation
Date:	2008
Issue Date:	2010-01-11 01:31:50 (UTC+8)
Abstract:	汽車自1886年被發明以來，無疑已是現代人最重要的交通工具之一，但當使用者在車上的時間愈長，使用車輛的次數則愈頻繁，汽車已不只是移動的工具，一種新的移動生活型態已然成形。過去，價格是汽車業者有力的競爭武器，然而，現今汽車業者為了創造與其他競爭者之差異化來源，其必須瞭解消費者的屬性、生活習慣、嗜好及家庭特徵等等，區隔目標市場並且鎖定目標消費族群，以及設計滿足區隔目標消費族群需求之產品才是致勝關鍵。基於此本研究以國內汽車消費者為研究對象，透過消費者之生活型態變數加以區隔，並結合人口統計變數，試圖進行探討不同生活型態集群之汽車消費行為與人口統計變數上之關係。本研究以問券方式蒐集資料，共發放750份問卷，有效問卷為629份，有效回收率為94.16%。主要資料分析方法是採用敘述性統計、因素分析、集群分析、鑑別分析及卡方檢定，對研究進行資料分析與驗證。透過因素分析，自34項AIO量表題目萃取縮減為六個生活型態因素構面，分別為「衝動善變」、「社交創新」、「名牌流行」、「自律」、「家庭」、「活力自信」。再將這六個生活型態因素作投入變數，利用集群分析法將國內小客車消費者有效劃分成三個區隔集群，分別命名為集群一：「家庭自律型」、集群二：「行為外控型」、集群三：「社交活力型」。研究結果發現，經卡方檢定後，三個市場區隔與人口統計變數中的「年齡」、「婚姻狀態」、「職業」、「家庭平均月所得」有關，顯示各生活型態集群在這些人口統計變數的分佈上是有顯著差異的。最後，根據各個不同市場區隔特徵研擬具競爭優勢的產品行銷策略，以期能提供國內汽車業者擬定行銷策略時之參酌。 Car has been one of the most convenient transportation ways since 1886. The longer people stay in the car, the more frequently they use it. Car is not only a transportation vehicle, but also a new lifestyle we have. In the past years, pricing was the most powerful competitive strategy in the automobile market. However, in order to differentiate from competitors, car vendors have to investigate the attributes, lifestyle, hobby and characteristics of family of consumers, segment markets and targeted groups of consumers and design. This study is to segment the domestic automobile markets according to lifestyle variables of various consumers. By using demographic variables to explore consumer behaviour of domestic automobile consumers, we will test the significant differences in various lifestyle groups. There are total 629 copies of complete questionnaire collected in northern Taiwan. This thesis adopts major statistical methods including Descriptive Statistics Analysis, Factor Analysis, Cluster Analysis, Discriminant Analysis and X2 Analysis to analyze. Cluster Analysis was carried out to divide domestic automobile consumers into three clusters, namely, “cluster of family discipline”, “cluster of external-control behavior” and “cluster of social energetic”. According to the main findings of this study, it shows that the demographic variables such as age, marriage status, occupation and average income have significant differences. Finally, this thesis proposes competitive product marketing strategies based on different characteristics of market segmentation to be reference when domestic car vendors shape their marketing strategies.
Appears in Collections:	[Graduate Institute & Department of International Business] Thesis

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