香水消費者行為與市場區隔之研究 -以台北地區消費者為例

Abstract

2008 年金融海嘯後，全球經濟低迷，香水銷售額卻是連年成長，加上台灣觀光客年年增加，香水銷售從 2007 年後接連七年均兩位數以上成長。2013 年購買香水成長率達25％，尤其是網購買氣不容忽視，透過網路連結與消費者互動更帶動香水的銷售量。 本研究採用問卷調查法來蒐集資料，以 EBM 消費者理論之模式為基礎，探討購買過程包括問題認知、資訊尋求等五個階段，發展出消費者行為變數，並同時以 AIO 生活型態變數做為區隔市場的變數，將台北地區香水市場區隔為數個區隔市場，並透過香水的產品屬性、消費者實態加以描述其消費行為。加上人口統計變數具體刻畫與分析出個不同區隔市場的消費者行為特性。分析方法上以次數分配百分比、信效度分析、因素分析、集群分析、區別分析、卡方檢定、變異數分析、雪費檢定等統計方法，對蒐集之樣本資料進行分析。最後對所區隔的市場提供相關行銷策略建議。 根據研究結果顯示，台北香水消費者可透過生活型態有效區隔成四個群集，分別是「嘗詴新鮮型」、「重視品牌型」、「需要資訊型」、「精打細算型」，各區隔市場的消費者在人口統計變數、購買資訊來源、產品屬性評估準則與消費者購買時態的變數上存在顯著的差異。

After the financial crisis in 2008, the global economic downturn but the sale of perfume has grown year after year. In addition, in Taiwan the tourists increase year after year. The growth rate of the Perfume keeps on two-digit in the next seven years from 2007.Tthe growth rate of the perfume come to 25% in 2013. Besides, people become more and more dependent with the Internet. Internet sales have brought more and more consumer to buy the perfume. This research uses questionnaires to collect information and uses EBM model as framework to analyze the basic population, and uses AIO lifestyle variables to segment consumer into several market with the perfume product attributes and consumption reality variables to describe their characteristics. Also, the research uses demographic variables to analysis and describe the different segment market.All data analyzed with following methods： Frequencies Distribution Analysis, Factor Analysis, reliability and validity analysis, Cluster Analysis, Discriminate Analysis, ANOVAAnalysis, Chi-Square Test and Scheffe Test.In the end, the research find out some conclusions as follows and provide recommendations for the marketing strategy of those segment markets. According to the research results that In Taipei the perfume consumers that segmented by lifestyle can segment into four clusters groups, such as"Trying new things Buyer", "Focus on brand Buyer", "Need information Buyer "and"careful planning Buyer ".Among the four segements , demographic variables, sources of purchase information, product prorperties and consumption reality variables have significant diffidence.