葡萄酒消費者購買行為與市場區隔之研究－以大台北地區消費者為例

Abstract

隨著國人所得的提高，台灣消費者對於酒精飲品的需求也逐漸增加，酒精產品的定位也出現有別於以往的看法。消費者對酒類產品從單純解渴、好喝的基本功能，進而追求飲品的知名度、地位象徵及保健等功能，而這些改變亦成為影響葡萄酒選購的因素。然而，目前關於消費者對於葡萄酒消費行為之研究卻不多見，本研究希望透過葡萄酒消費者之消費行為，瞭解消費者在評估葡萄酒產品時會注重哪些產品屬性。此外，從不同消費群體的角度去探討消費者對產品偏好上的差異，希望有助於企業擬定其行銷策略之参考。 本研究以EKB模式作為本研究之架構，AIO生活型態變數作為市場區隔的基礎，葡萄酒產品屬性與人口統計變數作為投入變數，透過消費實態變數作為消費行為之描述，將葡萄酒市場區隔化。本研究範圍所探討的葡萄酒包括不起泡葡萄酒與氣泡葡萄酒兩大類，研究對象為台北市目前購買過葡萄酒之消費者，以台北國際食品展之大台北消費者為抽樣對象進行調查。 研究結果顯示，葡萄酒消費者可透過生活型態變數作有效的市場區隔，分為「注重品質型」、「精打細算型」、「便利購物型」，不同集群消費者除了在人口統計變數之婚姻狀況、教育程度變數，以及消費實態變數之飲用頻率、葡萄酒來源國變數無顯著差異外，在其他人口統計變數、購買動機、資訊尋求、產品屬性評估準則及其他消費實態變數上皆有顯著差異。根據研究結論，本研究最後就整體市場及三個區隔市場，提出產品、價格、通路及促銷策略，作為葡萄酒相關業者未來從事行銷策略規劃之参考。

With the raising of national income, the demand of alcoholic drink is also increasing, and the position of alcoholic beverage significantly changes. The reasons why consumers drink wines are from good-taste to the concept of prestige or health care. Alcoholic beverage is considered as a product with diversified functions. That is, consumers have transformed their concepts when selecting alcoholic drink like wine, beer, brandy and so on. However, it is not easy to find out related research concerning consumer behavior of purchasing wines. Therefore, the purpose of research analyzed the consumer behavior of purchasing wines in order to understand which properties that consumers emphasized when purchasing. Moreover, other way was adopted to tell from which product properties that each cluster put emphasis on. Thus, we could map out the marketing strategy focusing on different clusters for wine companies or agents. The study used EKB model to be the framework, and lifestyle of AIO table to be the foundation of the marketing segmentation. Attributes of wines and demographic factors were used as independent variables. Consumption reality variables described the behavior of consumers. The research only discussed wines and champagne. The sample was drawn from the residents in Taipei area who once bought these products. The sampling frame is the visitors to Taipei International Food Trade. The results show that wine consumers can be successfully segmented by lifestyle variable, such as “Quality Watcher”, “Meticulous Calculator”, and “Convenience Buyer.” Among these market segments, marital, educational background, frequency of drinking and the origin of wines were rejected as significant predictions. Of much significance were other demographic variables, purchase motive variable, information searching variable, product attributes evaluation criteria, and another consumption reality variables.