| Summary: | 碩士 === 台南科技大學 === 生活應用科學研究所 === 97 === In recent years, analysis of life style applied in marketing strategy research has been very common, Because life style deeply influences purchasing behaviour of the consumers, included” how”,” when”,” where”,” what to buy” and “with whom”. Furthermore, it will influence our objective goal in our life e.g. successfulness, professionalism, happiness and wealth, etc.
The reason of choice of Tainan as a survey area is to see whether the different lifestyle of consumers could have different influence on purchasing behavior of casual sport wears. There was 400 questionaries sent out with 365 replies,question response almost 91% response rate. After sieving out the invalid replies, the effective questionaries was 330 pieces, up to 82.5% feedback rate. Our questionary also use SPSS software to progress element and grouping analysis for acquiring the data of consumers’ lifestyle. After that, we use the analysis variances and descriptive statistics cross table to examine different of consumers statistic and lifestyle influence variable to consumer’s purchasing behavior. Analysis of sampling method and distribution will be proceeded to seek the cause if there is an obvious variation of the result.
This research reveals that the higher income consumers will be willing to spend more on sport and casual wears. The average monthly salary of consumers will influence the purchasing price. Consumers of all occupation tend to buy their casual sport wears mainly at department store and sports retail store; meanwhile consumers who are operators and workers mainly spend their money at street vendors. Then, female under 30 with average income under NT﹩30000 will concentrate their attention on advertising and brochure of retail store and mart; male above age of 30 with average salary above NT﹩30000 will base on their purchasing behavior on the past transactions. Based to the grouping result, 330 piece of valid questionaries could be grouped in 3 categories: fashionist, brand loyalist and function oriented. We found that fashionist purchased sport casual wears based on the fashion style and advestising; brand loyalist then based their purchase decision on the brand reliability; in the meanwhile, the function directed consumers would buy the products for their functionality. Furthermore, the fashionist would be willing to spend more in prices and frequencies.
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