Consumer Behavior Study in Refinishing Coating Product

• Main Authors: Chi-Hsuan Liu, 劉紀萱
• Other Authors: Yu-Jing Chiu
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/jqdwx2

碩士 === 中原大學 === 企業管理研究所 === 103 === In Taiwan, there are about 2.3 million people and 25% of them own at least a car in their family. It creates lots of commercial opportunities in the automotive industry and no matter OEM or body shop would like to seize this market. For general consumers, we usually spend most of money for cars on maintenance or accident. When accidents are happened we may need to fix or refinish our cars. In the past, most of the coatings companies would sell their products by B2B (Business To Business) model. We can’t help but think if they are selling coating products directly to the end customers by B2C (Business to Customer) model and it may be helpful in increasing not only market share but sales amount. Then if one day they want to sell their products to the end customers, what do they have to consider on marketing? We think the points will be key buying factors and consumer preferences with coating products and those are also the themes we want to explore of this study. Conjoint analysis is the method we used in this research. By finding out the best product portfolio and relative importance of each coating products’ attribute, we expect that we can offer some recommendations to the coatings companies as reference of management or marketing strategy of the future. We adopted two stages questionnaire as survey and analyze preference structure of consumers by conjoint analysis method. The first phase, we picked out the seven attributes of coating products. The second phase, we calculated the part-worth utilities of each product portfolio then segmented them into two groups by their utility score. The two benefit segmentation namely “long weather fastness &; mid-price” orientated group and “high hardness &; long weather fastness” orientated group. After researching and analyzing, we’ll offer some recommendations of marketing strategy on four sections for automobile refinishing coatings companies. The sections are including the development of new products for different segments, Channel, brand strategy and the development of B2C (Business to Customer) model.