威士忌消費者購買行為與市場區隔之研究－以台北地區消費者為例

Abstract

威士忌與白蘭地為全球最主要兩大烈酒，在台灣市場則呈現明顯的「此消彼長」態勢。根據統計，國內威士忌消費量快速增加。目前關於消費者對於威士忌消費行為之研究並不多見，本研究希望藉由威士忌消費者之消費行為，瞭解消費者在評估威士忌產品時重視哪些產品屬性。

本研究以EKB模式作為研究之架構， AIO生活型態變數作為市場區隔的基礎，採用SPSS統計軟體進行分析，威士忌產品屬性與人口統計變數作為投入變數，並透過生活型態變數將威士忌市場進行區隔。

研究結果顯示，威士忌消費者可透過生活型態變數作有效的市場區隔，不同的集群消費者在人口統計中的性別、教育程度、職業和月均所得有顯著差異，在婚姻狀況和年齡則不顯著；另外，在其他變數中、購買動機、資訊尋求、產品屬性評估準則變數上皆有顯著差異。根據研究結論，最後就整體市場及三個區隔市場，提出價格、產品、通路及促銷策略，作為威士忌相關業者未來從事行銷策略規劃之参考。

In recent years, demand of whisky was raised rapidly in the global. It is not easy to find out related research concerning consumer behavior of whisky. Therefore, the purpose of research analyzed the consumer behavior of purchasing whisky in order to understand which properties that consumers emphasized when purchasing.

The study used EKB model to be the framework, and lifestyle of AIO table to be the foundation of the marketing segmentation. And use SPSS statistical software to analyze. Attributes of Whisky and demographic factors were used as independent variables. Lifestyle reality variables described the behavior of consumers.

The empirical studies indicated that whisky consumers can be successfully segmented by lifestyle variable. There are significant different in the variable of purchasing motivation, information seeking, product attributions, and demographics among Sex, educational level, occupation and monthly income. According to the results, marketing implications of purchasing involvement theory were discussed and some valuable strategies were suggested for promoting whisky.