Market Segmentation Analysis of Video Telephony Service: A Study on the consumers of Hsin-Chu City

• Main Authors: Ko, I-Ling, 柯伊玲
• Other Authors: Yu Hsiao-Cheng
• Format: Others
• Language: zh-TW
• Published: 1997
• Online Access: http://ndltd.ncl.edu.tw/handle/28489124945640072652

碩士 === 國立交通大學 === 科技管理研究所 === 85 === This thesis reports on a segmentation of. video telephony service This segmentation was obtained by assimilating from three major theories in marketing, namely, consumer behavior theory, market segmentation theory, and lifestyle theory. A questionnaire was used to investigating the consumer behavior of people who live in Shin-Chu city . Statistical methods were used to analyze data obtained from survey questionnaire. The following were the results.1.Eight lifestyle factors were identified.f Image Scanner grow fast. Besides, 2.Three segments were classified by using eight lifestyle factors.end to be a 3.There was significant difference among four segments in “ usage occasion”unde“Behavioral variable”.4.There was significant difference among four segments in“Sex”、“Age”、 “Occupation”and“Income”under“Demographic variable”.5.There was significant difference among three segments in Characteristics of“video telephony service ”.Marketing strategies were recommended to service providers by above results.l