A Study of Market Segmentation and Consumer Behavior on Juice Flavor Water

• Main Authors: Shu-Hsuan Wen, 溫書璇
• Other Authors: 梁德馨
• Format: Others
• Language: zh-TW
• Published: 2000
• Online Access: http://ndltd.ncl.edu.tw/handle/j64h38

碩士 === 輔仁大學 === 應用統計學研究所 === 88 === “Juice Flavor Water” is a new love in the soft drink market. Overall the market, it had second most new products last year. It stimulated 22.50% growth of the soft drink market. The change of consumer’s behavior under the fever of “Juice Flavor Water” is an interesting topic for us to research and find out the reason. Therefore, I am heading this direction for the research topic. I hope this research can provide some information, recommendations for sales stratagems, and references for proprietor. This research is aim directly to the students who study in junior high schools, senior high schools and universities in Taipei City. I use two stage stratified cluster random sampling. There are total 2,970 valid surveys. Overall the valid surveys, there are 2,698 interviewees used to drink “Juice Flavor Water.” It is obviously that “Juice Flavor Water” has high capacity in the teenage market such as high school students and university students. To have further understanding of this goal market, this research divided this goal market into four markets according to the average drinking amounts during one week in summer season. Those are light, medium, heavy and utmost heavy. From this market segmentation, we probe into consumer’s characteristics, life style, and product evaluations. At last, according to the conclusion of this research. Here are some recommendations for sales stratagems as follow: 1.Establish good public praise, and then popularize the general idea of brand honest to the consumers. 2.“Juice Flavor Water with Soda” should be the trend for the future. 3.It should strive for the route to schools and chain convenient stores positively, and then strive for a better location on goods shelves. 4.Carefully choosing the representation of the product to make advertisements can have its maximum beneficial result.