市場區隔分析-酵母乳市場實例

• Main Author: 吳師豪
• Other Authors: 黃俊英
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/55816555921641793934

碩士 === 淡江大學 === 管理科學研究所 === 68 === 　　In this study the segmentation analysis is applied to yeast liquid market in Taipei, Taiwan. First, choosing 3,000 samples rom telephone directory by systematic sampling method. Second, collecting the buying behavior, attitude, demographic and socioeconomic characteristics of the respondents by mail survey. At last, using Cross-Tabulation and Automatic Interaction Detector (AID) to segment the whole market. 　　From this stady we found: 　　1.To segment yeast liquid users or nonusers, the best variables are family size, householder's occupation, family life cycle; to segment brands choosing factor is family size; to segment source of information is family income; to segment bying place are family size, householder's occupation, living area and family income. 　　2.When we take "how much do your family drink per week" to be dependent variable in "AID" analysis, the best segment variables include three demographic variables, five attitude variables, five buying behavior variables. When we take "brand loyalty" to be dependent variable in "AID" analysis, the best segment variables include one demographic variable, two attitude variables and six buying behavior variables.