| Summary: | 碩士 === 國立屏東科技大學 === 水產養殖系所 === 96 === Abstract
The purposes of this study were to probe the reality of ornamental fish consumer behavior aiming at the ornamental fish consumers. The survey is to understand what product attributes of consumers would consider for purchasing ornamental fish and to use product attributes of ornamental fish as a base of market segmentation. The survey would hopefully contribute to the forming of marketing strategies which benefit the industry for choosing their adequate marketing strategy. The questionnaire was used to collect the consumer behavior, product attributes and demographic data of ornamental fish consumers. This study chooses Taipei and Kaoshiung cities as the study area. The simple quota sampling method is used to collect 500 effective samples. Factor analysis is employed for data reduction, then cluster analysis is applied for segmentation, and some statistical method, such as ANOVA , chi-squares are used to test the research hypothesis. By factoring analysis, six factors are extracted from product attributes variables and by clustering analysis, four consumer groups are separated out. The four major findings are:
1. This study has successfully separated these consumers into four groups: group 1- feeding cost; group 2- value and health; group 3- matching of ecology; group 4- appearance and prices.
2. The gender in the demographics variables in each market segment is significantly different.
3. Consumer behavior variables in each market segment are significantly different.
4. Geographical variables in each market segment are significantly different.
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