| Summary: | 碩士 === 輔仁大學 === 體育學系碩士班 === 92 === A Study of Consumers’ Behavior of Tennis Sport in Taipei
Abstract
The purposes of this study were to reveal the reality of tennis sport consumers in Taipei. Using the sample data by 450 tennis sport subscribers in Taipei,the present study investigates the learning behaviors of the tennis sport subscribers and divides the whole tennis sport 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 data from the poll “ The Questionnaire of Tennis Learner’s Behavior in Taipei was processed by Descriptivestatistic,Factor analysis,Independent T-test, One-way ANOVA, Chi-square test were utilized for data analysis .The results showed that :
1. The fact of tennis learner in Taipei :Most of the tennis learner are male, take 62.6%, age focus on 6-15, take 23.5%, unmarried 61.7%,college degree 47%, still student 39.1% ,income under 20,000NT 40.9%.
2. Market segment of tennis learner life style in Taipei There are three different consuming feature group ,respectively Sport taste group, sport challenge group, fashion creative group.
3. The difference of statistic variable in each market segment .There is significant discrimination for purchasing tennis racket In age, education degree, occupation and income. No significant Discrimination in wedlock and gender.
4. The consuming behavior variability of each market segment The tennis learner in respective market have significant difference in motive,tuition budget,satisfaction of course .But there is no significant difference in information source, course plan,place,schedule,course hours .
Key words:Tennis learner,Consumers’Behavior,market segment,life style
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