| Summary: | 碩士 === 國立交通大學 === 經營管理研究所 === 94 === With the raising of national income, the demand of alcoholic drink is also increasing, and the position of alcoholic beverage significantly changes. The reasons why consumers drink wines are from good-taste to the concept of prestige or health care. Alcoholic beverage is considered as a product with diversified functions. That is, consumers have transformed their concepts when selecting alcoholic drink like wine, beer, brandy and so on. However, it is not easy to find out related research concerning consumer behavior of purchasing wines. Therefore, the purpose of research analyzed the consumer behavior of purchasing wines in order to understand which properties that consumers emphasized when purchasing. Moreover, other way was adopted to tell from which product properties that each cluster put emphasis on. Thus, we could map out the marketing strategy focusing on different clusters for wine companies or agents.
The study used EKB model to be the framework, and lifestyle of AIO table to be the foundation of the marketing segmentation. Attributes of wines and demographic factors were used as independent variables. Consumption reality variables described the behavior of consumers. The research only discussed wines and champagne. The sample was drawn from the residents in Taipei area who once bought these products. The sampling frame is the visitors to Taipei International Food Trade.
The results show that wine consumers can be successfully segmented by lifestyle variable, such as “Quality Watcher”, “Meticulous Calculator”, and “Convenience Buyer.” Among these market segments, marital, educational background, frequency of drinking and the origin of wines were rejected as significant predictions. Of much significance were other demographic variables, purchase motive variable, information searching variable, product attributes evaluation criteria, and another consumption reality variables.
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