| Summary: | 碩士 === 國立體育學院 === 體育研究所 === 91 === A Study of Consumer Behavior of Badminton racket in Taipei
Abstract
The purposes of this study were to reveal the reality of badminton racket for consumers in Taipei. Using the sample data sampled from Taipei badminton racket subscribers, the present study investigates the purchase behaviors of the badminton racket subscribers and divides the whole badminton racket market properly into several segments. The characteristics and behaviors of the consumers in each segment are then analyzed and described such that it may help the service providers in choosing their adequate marketing strategy. The instrument “ The Questionnaire of Purchase Behavior of badminton racket in Taipei ”was employed. Descriptive statistic, Factor analysis, Independent T-test, One-way ANOVA, Chi-square test were utilized for data analysis. The results showed that:
1. The market of badminton racket in Taipei:
Most consumers mainly purchase their rackets for sport and health use. Most information search from family, close friends and classmates. People to evaluate a racket depends on the feeling of swing, material and weight. The most popular brand is Victor, They will spend their rackets between the price range NT$1,001 and NT$1,500. They like to buy racket at sport goods stores. Most of them buy one racket. It seems that most consumers are satisfied with their rackets now. The majority of them will even buy another racket from the same brand.
2. Segments of Taipei badminton racket consumers:
This study has mainly separated these consumers into 4 groups: Group 1: informed style; Group 2: economic style; Group 3: external style; Group 4: functional style.
3.The demographics variables: age, marital status, occupation, educational background and personal monthly income in each segment are significantly different. Playing period and gender of the consumers in each market segment is not significantly different.
4.The purchase decision making variables: need recognition, information search, purchasing brand, purchasing price, purchasing place, purchasing amount and post purchase behavior are significantly different.
According to the conclusions, this study also provided some suggestions for the references of designing marketing strategies and further study by scholars who are interested in this issue.
Key words: Badminton racket, Consumer behavior, Market Segmentation, Product Attributes.
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