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研究生:盧韻如
研究生(外文):Yun-Ju Lu
論文名稱:女性汽車消費者之生活型態與產品屬性關聯性研究-以高雄縣市為例
論文名稱(外文):A Research of the Relationship between Lifestyle and Product Attribute on Female Automobile Consumer-A Case Study of Kaohsiung City and County
指導教授:李清潭李清潭引用關係
指導教授(外文):Chin-Tarn Lee
學位類別:碩士
校院名稱:國立中山大學
系所名稱:企業管理學系研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2007
畢業學年度:95
語文別:英文
論文頁數:133
中文關鍵詞:行銷策略女性汽車市場消費者行為汽車生活型態
外文關鍵詞:LifestyleMarketing StrategyConsumer BehaviorFemale Car MarketAutomobile
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根據商業週刊報導顯示:2003年25歲至34歲的女性經理人比2000年底增加了25%;企業中,有五成以上的女性扮演著採購者的角色;甚至日常生活中,85% 的購買決策都由女性做主。這樣的情況意味著女性的購買力正逐步地增加。如此快速成長的女性市場將不容被忽略,當然更包括了女性汽車市場。美國CNW行銷調查公司在2003年針對美國婦女做一系列的汽車消費者行為調查,調查中發現,49% 的的新車買主竟然是女性;且女性也主導了將近80% 的汽車購買決定。反觀國內汽車市場,交通部統計處也指出2004年國內女性車主已提升至28.3%,比1998年還要增加8.9個百分點。這在在顯示出女性汽車市場有開發的空間。本研究的目的就是企圖找出女性重視的汽車產品屬性並針對不同偏好的女性提供行銷策略。
本研究以E-B-M消費者行為模式作為觀念性架構,企圖將女性汽車市場區隔化,因此採用汽車產品屬性變數與人口統計變數作為投入變數,AIO 生活型態變數為市場區隔基礎,並配合消費實態變數作為消費行為之描述。研究範圍包含汽車使用者和潛在消費者,針對大高雄地區有意願且有購買能力之女性消費者,以問卷形式進行資料蒐集。資料分析先採用因素分析法對生活型態變數進行資料縮減,再以集群分析法進行市場區隔,之後以多變量分析與卡方檢定等方法檢定各項研究假設。
研究結果發現:女性汽車市場可透過生活型態變數進行有效的市場區隔,並分為「時髦型」、「全方位型」與「傳統型」三個消費市場。且各市場在資訊來源、產品屬性評估準則、消費實態、忠誠度與人口統計變數均有顯著差異。
Business Weekly (2003, 11) reported that female managers 25 to 34 had increased by 25% in the end of 2000. 51% of buyers were female in a company. Even, 85% of purchasing decisions were made by women. (Barletta, 2003) Such kind of situation means that female purchasing power is increasing. With the fast development of female market, it can not be ignored the new business opportunity, of course, including the automobile industry. According to the report of American CNW Market Survey Company in 2003, 49% of American new car buyers were female;80% of car-purchased decisions were determined by women. Besides, the data of Ministry of Transportation and Communication of R.O.C. in 2004 pointed out that the proportion of domestic female car owner were up to 28.3%, which was rose by 8.9% than in 1998. This tells that the female car market is a hidden cake for marketers. The purpose of the study is to figure out which kind of auto product attributes mix female car consumer will pay more attention to and to investigate the difference of product attributes preference in order to provide marketing strategies for companies.
The conceptual of framework of the study was based on EBM consumer behavior model. The study took auto product attributes and consumer demographics as input variables; lifestyles variables as the bases of female car market segmentations. Moreover, characteristics of different lifestyles segments were described by several variables that affect the buying process. And respondents were willing and able to buy a car in Kaohsiung area, including car users and potential buyers. Factor analysis was employed for dimension reduction, then cluster analysis was applied for classification, and some statistical method, such as MANOVA, ANOVA, chi-squares are used to test the research hypothesis.
The study figured out, through the process of segmentation, three female car consumer types: stylish, omnibearing, and chaste. Besides, the research further showed that three different lifestyles segments had significant difference in the following variables: information source, auto product attributes, purchase price, purchase brand, purchase type, loyalty, and the demographics which included age, occupation, and family life cycle.
Abstract.........................................................................................................................I
Chinese Abstract..........................................................................................................II
Acknowledgements.....................................................................................................III
Contents...................................................................................................................... IV
List of Tables.............................................................. ...............................................VII
List of Figures............................................................... ...............................................X
CHAPTER 1 INTRODUCTION...................................................................................1
1.1 Background and Motivation.....................................................................................1
1.2 Purpose of the Study................................................................................................ 2
1.3 Research Procedure..................................................................................................2
CHAPTER 2 LITERATURE REVIEW................................................................... .....4
2.1 Consumer Behavior Theory.....................................................................................4
2.1.1 What is Consumer Behavior? ..............................................................................4
2.1.2 Models of Consumer Behavior............................................................................ 5
2.2. Market Segmentation Theory................................................................................19
2.2.1 What is market segmentation? ...........................................................................19
2.2.2 Criteria of Market Segmentation....................................................................... 20
2.2.3 Bases of Market Segmentation.......................................................................... 20
2.2.4 Methods of Market Segmentation......................................................................21
2.2.5 Procedures of Market Segmentation..................................................................23
2.2.6 Benefit of Market Segmentation........................................................................24
2.3 Lifestyle Theory.....................................................................................................24
2.3.1 What is Lifestyle?................................................................................................25
2.3.2 How Lifestyle Impacts the Consumer Behavior..................................................25
2.3.3 Measure of Lifestyles..........................................................................................26
2.4 Research of Female Consumer Behavior...............................................................28
2.4.1 Woman Power in Taiwan....................................................................................28
2.4.2 Features of Female Consumption.......................................................................29
2.5 Brief Introduction of Automobile Industry in Taiwan...........................................35
CHAPTER 3 METHODOLOGY................................................................................38
3.1 Conceptual Framework.........................................................................................38
3.2 Research Variables................................................................................................40
3.3 Research Hypotheses............................................................................................42
3.4 Questionnaire Design............................................................................................45
3.5 Sampling Design............................................................................................. .....52
3.6 Method of Data Analysis......................................................................................54
3.7 Reliability and Validity.........................................................................................55
CHAPTER 4 DATA ANALYSIS AND INTERPRETATION....................................57
4.1 The Structure of Respondents...............................................................................57
4.2 Lifestyle Analysis of Female Car Consumer........................................................60
4.3 Analyses of Different Lifestyles Groups in Demographics..................................67
4.4 Analyses of Different Lifestyles Groups in Purchasing Motivation.....................75
4.5 Analyses of Different Lifestyles Groups in Information Source...........................76
4.6 Analyses of Different Lifestyles Groups in Automobile Product Attributes.........78
4.7 Analyses of Different Lifestyles Groups in Consumption Reality.........................83
4.8 Analyses of Car Users in Satisfaction and Loyalty..............................................87
CHAPTER 5 CONCLUSION AND SUGGESTIONS..............................................104
5.1 Conclusion............................................................................................................104
5.2 Implication...........................................................................................................108
5.3 Research Limitations............................................................................................110

REFERENCE..............................................................................................111
APPENDIX(1)..............................................................................................116
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