以生活型態區隔男性消費者購買男士洗面乳之消費行為之研究-以新竹市交通大學學生為例

Abstract

近幾年男士洗面乳市場規模快速擴大，成為市場關注的熱門產品由於附加功能朝多元化發展，使得男性消費者逐漸傾向於使用男性專用的洗面乳，因此男士洗面乳成長率已逐步超越女性洗面乳成長率。 本研究以EKB模式作為本研究組織架構，採用AIO生活型態作為市場區隔之基礎，並以男士洗面乳產品之屬性、人口統計變數作為投入變數，探討不同集群之男性使用者市場區隔之特徵。所有資料將藉由因素分析、集群分析以及卡方檢定進行分析。 研究結果顯示，男士洗面乳使用者可透過生活型態變數得到有效的市場區隔，分別為：『時髦愛家』群、『品味講究』群、『愛美務實』群和『節儉務實』群。不同集群使用者在人口統計變數、購買動機、資訊來源、產品屬性與消費實態變數均有顯著差異。根據研究結果，本研究最後分別整理出其集群特徵並針對各集群特徵結合本研究之研究目的提出男士洗面乳行銷上的具體建議。

Over the recent past the market for men's facial cleanser has grown rapidly. It is found that male consumers are now gradually tending to use cleansing products with functions and ingredients made especially for men. As a result the growth rate for men’s facial cleansers has progressively overtaken those of women’s.

This study uses questionnaire to collect data. The EKB model is used as a conceptual framework, and the AIO lifestyle variables are used as a basis for market segmentation. We further describe the characteristics and behavior of consumers by purchase motive variable, sources of information, product properties and consumption reality variables. All data were analyzed with methods of factor analysis, cluster analysis and Chi-square test.

The results showed that consumers of men's facial cleanser could be effectively segmented by lifestyle variables. Among the four segments, demographic variables, purchase motive variables, sources of information, product properties all manifested significantly pre- -dictions of product choice. Finally, based on the present investigation, marketing strategy are proposed for the four segmented markets.