A Research of the Relationship between Lifestyle and Product Attribute on the Automobile Consumers - A Case Study for Taipei City

• Main Authors: Yu, Chin-Hsiang, 游青祥
• Other Authors: 蔡建雄
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/46389486930299719806

碩士 === 國立臺北大學 === 合作經濟學系 === 92 === Taiwan Automobile industry has been developed for fifty years. The consumption ideology in automobile industry was more diversity since Taiwan become a member of WTO. The Competition between domestic and foreign cars is more severe. The segmentation in the research is based on lifestyle, automobile attribute and demographic variables. The research defines research clients as private automobile users for noncommercial purpose. At first, introduction includes research motivation and purposes. The second and third parts are literature review and research methods, respectively. The research group is automobile consumers in Taipei City. The fourth part is empirical analytic results. The lifestyle variables are extracted by Factor Analysis and used to segment markets. Then, MANOVA and chi-square test are employed to test hypotheses in the research. The results indicate that the automobile market can be divided into four categories. Finally, the last chapter includes conclusions and suggestions of marketing strategies have been made to manufactures in each automobile segment.