| Summary: | 碩士 === 大葉大學 === 管理學院碩士在職專班 === 99 === A Study on Breakfast Dietary Market Benefit Segmentation
D a –Y e h U n i v e r s i t y
ABSTRACT
The purpose of this study is two-fold：to inspect market segmentation based upon benefits which people are seeking in breakfast shops；and to understand consumers’ buying behaviors. This research is aimed at the consumers living in Taichung. First, main benefits sought by people in breakfast shops are explored. Then, these benefits are based upon for segmentation analyses. The differences in demographics, buying behaviors, lifestyle and motive among the segments, are examined there of. Finally, marketing strategies are initiated to tailor the differences between segments.
A structured questionnaire is used to investigate the data pertinent to consumers demographics, buying behaviors, benefit attributes, and lifestyle. Totally 341valid questionnaires are collected. Hypotheses are analyzed via the statistical techniques including：t-test, ANOVA, chi-square test, cluster analysis and factor analysis.
The market is divided into two groups according to six profit factors – “ High quality requirement” and “appetite satisfication”
Group One mainly consists of government empolyees whose motive focus on health. They mainly have breakfast in the offices. Group Two mostly includes laborers who center on diet habits. They usually have breakfast at home.
There are some significant differences in demographics, buying behaviors, benefit attributes, and lifestyle. Due to the findings, it is suggested that improvements be made in benefits mostly expected by consumers. Effective marketing strategies should be generated according to the attributes of two segments.
KEY PHRASES：Breakfast, market segmentation, lifestyle
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