| Summary: | 碩士 === 國立中山大學 === 國際高階經營管理碩士班 === 92 === By improved manufacturing skill, daily used oil has become more health to use and good for people. Every company increasing kind of health functions for oil product in order to become popular oil in the market. So every company engage in founding their major completive niche in the daily eating oil market.
To achieve these objectives, the study was investigated by questionnaire survey with random sampling and conducted focus group approach to understand implicit important items when customer purchased daily eating oil behavior. And used these data analysis with Spss11.0, then extracted seven factors from life-style variable and three factors from product benefit variables by factor analysis.
In addition, using four consumer groups were separated out by clustering analysis. Furthermore, the study analyzed consumer’s characteristic according to significant variables of demographic variables. Lastly, we examined four-cluster customer into four-character target market. And expression each kind of target marketing strategic approach and manufacture can develop related field in the future.
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