The Study of Applying Lifestyle and Consumer Behavior on CarMarket Position

• Main Authors: HSUEH PO-WEI, 薛柏威
• Other Authors: 丁介人
• Format: Others
• Language: zh-TW
• Published: 102
• Online Access: http://ndltd.ncl.edu.tw/handle/04784260436501940897

碩士 === 南台科技大學 === 工業管理研究所 === 101 === The basic issue for selling is that the product meets the consumers' demand. Before promoting a successful product to the market, it must go through rigorous market research, target at the groups of consumers as well as publicize product to sell via the commonality between the target groups and the product. However, even though entire the prior woks are all done, the actual selling gain is sometimes different from the original goal. The development of the automobile industry is an important indicators for the level of the whole industries in a country. The automobile industry is often known as the leading industry, correlates highly with other industries, and boosts the development to the peripheral industries. Take the automobile industry for example, with manufacturing one car, it involves thousands of components supply, and the sale business behind. The influenced ares is quite extensive. This study is completed according to 338 questionnaires with statistical analysis. The result indicates that the important factors of the car 1 consumers are the performance, safety and the price which are suggested as sales strategy (for car 1.) The result also shows that main consumer segment of car 2 is first-time buyers aging from 18-year-old to 29-year-old. This segment of car 2 accounts for 22.09% and is regarded as target customer. The study result of car 3 is matched as car 3 company’s original target customer. Moreover, car 3 is suggested to focus on family as target customer based on study result.