| Summary: | 碩士 === 國立屏東科技大學 === 農企業管理系 === 92 === There have been getting more and more factory owners entering canned coffee market continually. Different types of canned coffee are composed of different brands, flavors, packing, capacity, price and so on. When consumers face to canned coffee of different products’ attribute level combinations, they have different preferences that affect peoples’ purchasing behaviors. However, what’s level do consumers emphasize these attribute levels?
This study applies Conjoint Analysis to assay consumers’ preferences in canned coffee and products attribute that they emphasize. The products attributes of canned coffee are divided into brands, packing materials, flavor kinds, capacities and price. First, according to priori segmentation, divide consumers into the whole province, north, middle, and south areas and compare with consumers’ preferences of canned coffee in different areas. Furthermore, using Cluster Analysis to divide consumers in north, middle and south areas into similar structure groups which provides factory owners a complete thinking mode in new products design and development. The result of this study can induce as below:
1.Regarding to products attribute of canned coffee, consumers in the whole province area emphasize price most, secondly brand. Consumers in north and middle areas emphasize flavor kind most, secondly brand. Consumers in south area emphasize brand most, secondly price.
2.The favorite product combinations in north area are Win coffee, aluminum foil packing, Mandheling flavor, capacity below 250cc, price above 25 dollars. The favorite product combinations in middle area are Win coffee, cold storage cup packing, general mixable flavor, capacity below 250cc, price above 25 dollars. The favorite product combinations in south area are Mr. Brown coffee, canned packing, cappuccino flavor, capacity above 250cc, price above 25 dollars.
3.Canned coffee consumers in each area can be divided into two groups. One is flavor kind group and the other is brand group in north area. There are brand group and packing materials group in middle area. And price group and brand group belong to south area.
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