| Summary: | 碩士 === 國立屏東科技大學 === 農企業管理系 === 91 === The market for the drinking yogurt has been booming for the past decade. The firms used to emphasize the health and nutrition value of the product, and this strategy has been pretty successful, as the consumers become more and more health-conscious. However, the market for the drinking yogurt became competitive, since the number of firms increases. To stay competitive in the market, firms were forced to consider other alternative marketing strategies.
The primary purpose of this study was to explore market segmentation for the drinking yogurt. The demographic data and the consumer behavior of each segment were examined, and the product positioning was drawn. Consumers who live in Taipei, Taichung, and Kaohsiung cities were surveyed by personal interviews. Lifestyle variables were used as the segmentation variables. The factor analysis, cluster analysis, Chi-square test, and analysis of variance were used to analyze, and to explore the differences in each segmentation on the demographic data and the general consumer behavior. In addition, subjective product position technique was employed to draw the different segmentation on each product positioning. The results were as the following:
1.Lifestyle variables were effective in separating the market for the drinking yogurt. The market was segmented into four groups, namely, the “Price and Information Group,” the “Brand and Advertisement Group,” the “Health and Nutrition Group,” and the “Novelty and Convenience Group.”
2.There were significant differences in the demographic background and the general consumer behavior among the groups, including sex, marriage, brand loyalty, purchase frequency, volume, consumption frequency, and place of purchase. Furthermore, the increase of good bacteria was the major incentive for the “Price and Information Group” and the “Novelty and Convenience Group” to purchase the drinking yogurt. The price discount was the major reason to buy a specific brand of the drinking yogurt for the “Price and Information Group” and the “Health and Nutrition Group,” while the reason was not important for the “Novelty and Convenience Group.”
3.The product attributes were classified into six attribute factors, including the “Health and Nutrition,” the “Brand and Advertisement,” the “Calories Structure,” the “Reduced Price and Promotion,” the “Freshness and Flavor,” and the “Looked for Convenience.” There were significant differences in all six factors among the groups. Every groups prefer the attribute factors of “Freshness and Flavor” and “Health and Nutrition” to others.
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