本研究發現不同集群的消費者，其購買類別順序和對於品牌的喜好度、流行認知度及網站/廣告/目錄的認知度皆大不相同，對於未來欲購的品牌及類別也不一樣，然而從關聯法則中找出了消費行為的偏好和購買需求之關聯性，並加以作推薦，作為業者在發展品牌策略的參考，以及提供給消費者在選擇品牌及產品上的建議。 In recent years, the economy in Taiwan has experienced a quick recovery, which has boosted the consumer’s purchase intension. Therefore, the quality and the taste have been taken as the most important part in life. For most consumers, purchasing luxury goods is one of the indicators to elevate their life quality and taste. There already exists a mature luxury market in Taiwan. In addition to launching various products to attract customers and bringing different international brands into the market, luxury brands should focus more on targeted consumer groups, adopt different product launch plans and maintain the brand image and customer loyalty.
Most previous studies on luxury industry and products have focused on in-depth interviews, industry analysis and mono-brand research. However, purchasing preference and customer’s needs are seldom analyzed on luxury goods purchases. This study aims to identify different consumer groups based on their needs and desires and to investigate the customer purchasing spectrum of luxury products and brands using data mining and association rules. Based on the demand chain theory and recommendation mechanisms, this study will provide some recommendations on luxury products and brands, which can be used as references for manufacturers and retailers.
It has been found in this study that different consumer groups have distinct purchasing preferences and priorities with regard to luxury products and show different attitudes towards new styles and popular trends. They also exhibit different degrees of recognition to advertisements, internet promotions and commercial catalogues for particular goods and brands. By applying association rules we have found the relationships between customer’s needs and preferences. Thus, we are able to make recommendations to manufacturers and retailers on development and promotion strategies and to consumers on the purchase and selection of new products and brands.