| Summary: | 碩士 === 大葉大學 === 事業經營研究所 === 93 === ABSTRACT
This survey is to understand what product features of female consumers would consider for assessment through the study on woman’s consuming behavior of purchasing sleepy product. 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 sleepy 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 Chang-hua area. Factor analysis is employed for dimension reduction, then cluster analysis is applied for classification, and some statistical method, such as ANOVA , chi-squares are used to test the research hypothesis.
The study shows, through the process of segmentation, four consumer types. The research further shows there existing significant difference between market segmentation in the following variables: product attributes and the demographics. Some of consumer behavior exist significant difference. There are no differences in motivation and information seeking.
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