3. 三個市場區隔與人口統計變數中的「婚姻狀況」及「家庭月平均所得」等有關，表示三個市場區隔在這些人口統計變數上的分佈上有顯著差異。 By using life-style and demographic variables to define market segmentation, enterprises make more efficient strategies to compete with competitors. Based on the theory of market segmentation to separate different consumer groups, this research provides a strategic marketing reference for the luxury industry.
By using the lifestyle variables as segmentation bases, a total of 234 questionnaires were collected from women who own luxury bags and live in Taipei.
The questionnaire was divided into two major parts; the first part consisted of the lifestyle questions and the second part dealt with demographic variables. ANOVA analysis, chi-square test, factor analysis and cluster analysis of statistical methods were used to analyze the responses to the questionnaires. The research findings are as follows：
1. From the lifestyle (AIO) questionnaires, five key factors were obtained using factors analysis of extraction. Those factors were: “Quality and New-found -knowledge”“Bargain and interested in promotion ”, “Trend setting”, “Family and Practicality”, and “Health conscious”.
2. Using Cluster and Discriminated analysis, respondent samples can be segmented into three market segments, namely, “Trendy and Paradox group ” , “Health conscious and Family group” and “ Quality conscious and Rational group.” Significant differences were found in both the three market segments and five lifestyle factors.
3. Among the three market segments significant differences were found in “marriage status,” and “family average monthly income”.