A Study on Market Segmentation of the Book Market and Customer Purchase Behavior for Taiwan

• Main Authors: SU,MING-CHUN, 蘇明君
• Other Authors: Tsai,Ming-Chun
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/47368820238455895360

碩士 === 中華大學 === 企業管理學系碩士班 === 99 === Reading is the source of knowledge as well as the motive force of civilization. With the progress of the times, human lifestyles change significantly; the channels for purchasing books, approach to reading and reading interest are also of great diversity. Recently, governments regard the carbon reduction as a prior task, rendering corporations to develop electronic books and readers that might replace traditional papers. Therefore, the reading behavior of consumers will invariably change. This present study aims to investigate the difference of purchasing behavior of books among different groups of people in a perspective of market segmentation for understanding the demand of readers. In order to achieve the research purpose, market segmentation of the book market in Taiwan was processed according to the consumers’ reading motive and lifestyle. We explored and discussed the difference of purchasing behavior of books among groups of people under different market segmentation conditions. We carried out a questionnaire survey; subjects consisted of office workers and college students. Three hundred valid questionnaires were obtained and analyzed. Based on cluster analysis, consumers were classified into four types: “for current events”, “for self-studying”, “for multi-objectives” and “for entertainments”. The results showed that there are noticeable differences of age, income and purchasing behavior of books among each group. Finally, specific suggestions are given for the book stores and retailers to design a sound marketing strategy.