| Summary: | 碩士 === 國立臺北大學 === 企業管理學系碩士在職專班 === 92 === According to a research of IDC, the growth rate of notebooks reached to 17 percent, which surpassed the 16 percent growth rate of desktops in Taiwan in 2003. Obviously, notebooks have become the trend in the future. As the population of female is getting close that of men these years and the number of female who join the workforce is also growing dramatically each year, we can therefore expect a potential market for woman consumers. This survey is to understand what product features of a notebook female consumers would consider for assessment through the study on woman’s consuming behavior of purchasing notebooks. Meanwhile the survey hopefully would contribute to the forming of marketing strategies since we attempt to discover the similarities and differences of preferences among various consuming groups.
The conceptual of framework is based on E-K-B consumer behavior model. The research sees attributes of notebook computer products and consumer demographics as input variables. Market segmentation is based on life styles of users. Consumer behavior is described in several variables that affect the buying patters. The scope of questionnaire subjects includes owners and potential buyers. The questionnaires are collected from female having purchasing ability in Taipei area. Factor analysis is employed for dimension reduction., then cluster analysis is applied for classification, and some statistical method, such as MANOVA, ANOVA, chi-squares are used to test the research hypothesis.
The study shows, through the process of segmentation, four consumer types: fasion following, self shoing, practical tendency, covinience driven. The research futher shows there exists significant difference between market segmentation in the following variables: motivation, information seek, product catecory evaluation standard, place of puchace, price, using time, brands and the demographics which including age, gender, career, personal monthly income and marital status.
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