| Summary: | 碩士 === 國立屏東科技大學 === 農村規劃系 === 93 === The open market of the domestic alcoholic drink industry has caused the large-scale penetration of the imported spirits to local market. The objectives of this research were to identify the understanding of consumers on the spirits, tested the Product attribute whether there was any difference perception of consumers on the domestic produced or imported spirits, and then further analyzed the advantages and weaknesses of the domestic produced spirits when facing the competition of imported spirits. Beside that, in this study also analyze the market positioning and marketing strategies for the domestic produced spirits.
The research methods are included: T-test was to identify the difference perception of the domestic produced and imported spirits. Meanwhile One-Way ANOWA test was to examine the influence of consumers’ characteristic on the satisfaction of domestic produced and imported spirits. Finally, was applied factor analysis as well as cluster analysis to present the advantages and weaknesses of domestic produced spirits subsequently identified the market positioning. The results of the study analysis as shown as follow:
1. Consumers would perceive differently on the spirits according to the nature of production whether the products were locally made or imported.
2. The gender, age, education level, and income will affect the difference level of Product attribute.
3. The competitive advantages of domestic produced spirits were price and convenience of purchasing. Both of the elements were highly correlated with the brand image.
4. The weaknesses of the local produced spirits were product appearance, packaging, brand image and advertisement.
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