| Summary: | 碩士 === 淡江大學 === 國際貿易學系國際企業學碩士在職專班 === 96 === Life-styles and demographic variables have been widely used in the field of marketing. Resent studies of marketing focus on how to use life-styles and demographic variables to attain market segregation, in order for businesses to make strategies more efficiently.
This study uses relevant statistics analyses, such as frequency analysis, reliability analysis, factor analyses, and etc., to further prove the relation between life-styles and market segmentation.
The study finds that life-style groups can utilize demographic variables to conduct market segmentation, which is proven to be effective in segregating the market into the following groups: pursuing fashion, valuing family and social responsibilities, trusting recommendations and advertisements, enjoying discounts and recreations, enjoying local markets and gatherings, valuing exercises and health, and so on. When positioning products and making marketing strategies, it would be more efficient and cost effective to incorporate the findings of this study into the process, or to target specific products needs on specific customers.
|
|---|
