A Study on Strategy of Marketing in Minicar--A Case Study of Taipei Metropolitan

• Main Authors: Hung Chang Wei, 韋宏昌
• Other Authors: Hwa-Rong Shen
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/31726051802170810748

碩士 === 國立交通大學 === 經營管理研究所 === 93 === In reviewing many these addressing the minicar market segmentation and consumer behaviors, though each has its own unique conclusion, a blemish in an otherwise perfect thing has been found, in terms of the connection between the results of market segmentation and business values. This is the idea of further facilitating the application in real business that motivates the study. The research is to re-investigate minicar’ consumer behaviors, providing more information with practical values, and further to propose marketing strategy based on the results. With the above-mentioned research motives, the objectives of this study are as follows: 1. To segment the market effectively, by analyzing the traits of distinct consumer groups’ lifestyles. 2. To investigate the difference between variables in population statistics and those in consumer behavior study, and further to describe the traits of distinct segmented market. 3. To investigate the attributes of minicar which are valued by consumers and which could further influence buying decision. 4. To investigate the attributes of segmented consumers’ loyalty, leading to repeated purchasing. 5. To design a series of combinations of minicar’ attributes, according to the traits and the preferences of distinct consumer groups’ lifestyles. 6. To propose marketing strategy for the reference of product marketing, in the terms of the traits of distinct segmented market. Methodology: we built up the EKB consumer behavior research model which is based on lifestyles as a variable for the market segmentation and population statistics and consumer behavior as an input variable. Then, analyzed and described different groups of consumer characteristics in each segregated market. Explore the attribute for each consumer group in purchasing the mini-car. After that, we summarized the result and made the suggestion. Suppliers should set up the value-added marketing mix, in order to meet the customers' needs. Information collection is conducted by convenient sampling of survey form. We analyze the data first by the lifestyle factor analysis in order to scale down the sample group. Then, we used the cluster analysis to analyze the lifestyle factor analysis, and then used multi-variance analysis、Chi-square tests as a statistic hypothesis analysis. The research is appeared vehicle consumer’s market is distinguished by consumer’s purposes into three types of “family entertainment”, “position achievement” and “strict budget control”. It is also revealed that each of them has been affected on the following varieties such as incomes, family life cycle, motivation, products properties and market information gathering. The main factors which have influences on the willing of consumers’ behavior to buy repeatedly are found by analyzing above-mentioned distinctive features which are emphasized on products’ properties and selections. Consequently, suggestions are provided by those specialties to design and draft market strategies accordingly.