A Market Segmenting Study of Basketball Shoes—NorthernTaiwan

• Main Authors: Chen-Wei Huang, 黃晨葦
• Other Authors: Wei-Chun Ko
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/06998922167553828162

碩士 === 朝陽科技大學 === 企業管理系碩士班 === 96 === Now consumer behaviors have changed, limited in resources, manufacturers of sport products could not satisfy their customers. They should find out a way to face this situation. This study was trying to segment the market of basketball shoes, and select one of the most benefit segmentation for manufacturers of sport products. To achieve these objectives, the study was investigated by questionnaire survey with judgment sampling and extracted six factors from benefit variables by factor analysis. Besides, four consumer groups were separated out by clustering analysis. Then, the study analyzed consumer’s characteristic according to significant variables of demographic variables, purchase decision making variables. The results show: 1.The demographics variables: gender in each segment is significantly different. 2. The purchase decision making variables: shopping place, location, information sources, amount of owning basketball shoes, basketball shoes Purchase Frequency, average of purchase price, using brand are significantly different. 4. All manufacturers of sport products should improve product price and channel service quality.