Market segmentation of Imported Wine in Taiwan - Involvement View Point

• Main Authors: WANG, Shih-Hsin, 王詩欣
• Other Authors: SHIH, Ya-Hui
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/32865527438451121012

碩士 === 中華大學 === 經營管理研究所 === 98 === In Taiwan, liquor had been restricted to manufacture and agent by Taiwan Tobacco Company; until 1987, government began to import wine and cigarettes from other countries. This policy created potential opportunities for wine companies and they would interest to invest in the Taiwan wine market. However, there are more and more wine importers in Taiwan nowadays; so many new wines presented in the market, such as different regions, countryies brands, wine styles and grape varieties. Therefore, customers tented to use internal and external attributes to evaluate different wine. In addition, involvement also plays an important role in the consumer’s purchasing decision process. Thus, the purpose of this study is to determine the segments for wine consumers in Taiwan by product, brand decision, and purchasing involvement, and then determine the consumer characteristics and purchasing behavior of each segment. The study was conducted during February and March, 2010, and the participants were consumers who are over 18 year old and had tasted wine before.. The descriptive statistics, reliability analysis, confirmatory factor analysis, cluster analysis, cross analysis and chi-square test were used in this study. This research had obtained 373 questionnaires. The most important involvement factor for overall consumers was purchasing involvement, follow by brand decision involvement and product involvement. As for the product attribute, taste was the most important factor followed by aroma and price. Based on the results of cluster analysis, the wine consumers were segmented into four groups , which are ”the enjoyment oriented ”, ”the connoisseurs”, “the uninvolved shoppers” and ”the choosy buyers”. The significant differences were found among four groups on the age, education, marital status and monthly income. The age of ”the connoisseurs” and ”the choosy buyers” are significant high than“the enjoyment oriented” and”the uninvolved shoppers”; “the connoisseurs” and ”the choosy buyers” obtained significant high monthly income than”the enjoyment oriented” and ”the uninvolved shoppers”. As for wine consumption behavior, the significant differences were found among four groups on purchase frequency, spend in total per month, type of wine, wine purchase channel, and production countries. On purchase frequency, ”the enjoyment oriented” and ”the uninvolved shoppers” are significant higher than “the connoisseurs” and ”the choosy buyers”; on spend in total per month, “the connoisseurs” and ”the choosy buyers” are significant higher than ”the enjoyment oriented” and ”the uninvolved shoppers”. The four groups thought taste is the most important product attribute, and then aroma, price, age, wine style and color. According to the research results, the marketing 4Ps were recommended. As for the product strategy, it is necessary to provided the good taste wine on the market and reduce consumer’s image of sour and astringent of wine. As for the price strategy, the medium or low price and medium quality wine would fit customer’s need; besides, the promotion activities are always welcome for the customers. As for the place strategy, it is important to provided variety of wines and multiple price range to chosen on warehouse, and for the promotion strategy, emphasizing brand message on the advertisement, providing wine tasting and special price would help to sell wines. Keyword：Wine, Involvement, Product attribute, Market Segmentation