A Study of Benefit Segment and Satisfaction on Female Auto Market

• Main Authors: Chun-Yin Hsu, 許春銀
• Other Authors: Wei-Chun Ko
• Format: Others
• Language: zh-TW
• Published: 2003
• Online Access: http://ndltd.ncl.edu.tw/handle/37082478847147297441

碩士 === 臺中健康暨管理學院 === 經營管理研究所 === 91 === Recently, as the economy in Taiwan grows rapidly, the average rate of citizen’s income has improved a lot. A car was once a luxury now becomes a necessity for transportation. In the strategy of marketing, spegmenting of the market is an important concept. There are quite a lot of researches about car buying behavior, but only few of them focused on female. The car market now inforces more on the experienced customers rather than new ones, and the consumption made by female has increased yearly. Thus, the main research is about the seeking benefit of female who are presently car owners, and their satisfaction, then assist with life style，purchase reason，the main use of car，the car’s state they want buy and information to describe each segment. The research is based on 400 female drivers lived in Taichung area. The results are as followed: 1.By using factor analysis，get five factors: economical and service，safety and comfortable，space，horsepower and image and appearance. 2.By using cluster analysis, we can segment customers into four groups: Applicatory segment，Economy segment，Orthodox segment，Sophisticate segment. 3.Each group’s behavior toward buying car. 4.Customer satisfaction classified by different benefit segments. 5.Customer satisfaction classified by different car makers .