A Study of Consumer Behavior and Market Segmentation of CD-R/RW－－in the Case of University Students in Taipei

• Main Authors: Der-Chang Li, 李德章
• Other Authors: Quang-Hwa Chen
• Format: Others
• Language: zh-TW
• Published: 2000
• Online Access: http://ndltd.ncl.edu.tw/handle/46368679002613972965

碩士 === 國立交通大學 === 經營管理研究所 === 88 === Since the market scale of multimedia grows up fast, CD-R which has the strength on its big storage content and low cost seems to be a standard storage facility of multimedia computer. From 1998 and 1999’s sales experience, we know CD-R grows up fast and DVD don’t reach the expected scale. And the needs of storage media increase quickly, so we must keep an eye on CD-R. We hope that understanding the characters of customer behaviors to make the marketing strategy. The research makes the segmentation of CD-R customers by their life style variants. When it successes, we give the names and discuss the consumer behavior, people statistics and different preference of product specialty to explain every segmentation’s characters. Finally, we have suggestions for marketing. The research employs EKB model as the conceptual framework and take the CD-R specialty and people variant as input variants, the life style variants as the basic of market segmentation, and the consumer variants to describe consumer behaviors. It includes the buyers and potential consumers. The data collection has been carried out through the questionaries done by university students in Taipei using stratified random sampling. Before assay the data, compare the difference of different behaviors value product specialty of CD-R. And segment the buyers by using factor analysis, cluster analysis and ANOVA to check the hypotheses. Results reveal the buyers and potential consumer value different 16 product specialties. And after segmenting the buyers, we get four clusters. There are 13 product specialties valuing different between these four clusters. It differs from INFORMATION COLLECTION, PRICE, BRAND, USER EXPERIENCE, PLACE, GENDER, AGE, CLASS and LIVING ENVIREMENT. To view the whole, the buyers’ motive is to storage data. Their information collection is from public praise. Their buying price is NT$5001~NT$6000. Their preferred brand is Teac and Ricoh. They bought in computer monopoly store most.