A Study of Market Segmentation for CPA Service
碩士 === 國立臺灣科技大學 === 管理技術研究所 === 83 === This article used benefit-sought and information-source as bases for market segmentation to analyze the market structue for CPA services. Data was collected from a systematic sample of domestic firms. Both benefit-sought and information-source segmentations...
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| Format: | Others |
| Language: | zh-TW |
| Published: |
1995
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| Online Access: | http://ndltd.ncl.edu.tw/handle/52389167388728377981 |
| Summary: | 碩士 === 國立臺灣科技大學 === 管理技術研究所 === 83 ===
This article used benefit-sought and information-source as bases for market segmentation to analyze the market structue for CPA services. Data was collected from a systematic sample of domestic firms. Both benefit-sought and information-source segmentations were described by linking CPA selection criteria, information source and buying center with client firm characteristics such as firm size. The results provide evidence about the applicability of market segmentation models to a CPA service market.
The findings of this article are:
1.Benefit-sought segmentation can be used effectively to describe the market structure of CPA service.
2.Information-source segmentation can be used effectively to describe the market structue of CPA service.
3.There exist significant differences in information source, buying center and client firm characteristics among different benefit-sought segmentations.
4.There exist significant differences in CPA selection criteria, buying center and client firm characteristics among different information-source segmentations.
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