| Summary: | 碩士 === 國立臺灣大學 === 商學系 === 84 === The thesis is to study the consumption behavior of the Chien-
Kuo holiday-flower-market, and to know consumers* and the
residents* opinions, positions, functions and valuation to
the market. We wish make the market more special and
can supply better service. The variables include
cluster segmental demographics, consuming characteristics
and public service. The research tools include questionnaires
and focus groups. We issue 600 questionnaires, and 97.5%
is valid. We also mail 334 questionnaires to the
residents, and 16.8% is valid. The conclusions of this
study are summaries as follows：1.The consumers can
segmented into four segmentations. They are the fashion and
aggressive, the frugal and leisure, the knowledge of flowers,
and the art . 2.The cluster segmentations are
significantly different on the expenditures, frequencies
and perceptions of price reasonability. 3.The ages,
vocations, personal income per month are significantly
different on expenditures; the residential locations ,
ages, vocations, personal income per month and family
members are significantly different on perceptions of price
reasonability. 4.The market should enhance the rest area,
information counter location, the moving lines and parking
problems. 5.The most special of the Chien-Kuo holiday-flower-
market is diversified flowers. 6.Over 50% respondents
suggest the Chien-Kuo holiday-flower-market should be
positioned as "holiday-leisure and tourism location." 7.The
valuation score of respondents to the Chien-Kuo
holiday-flower-market is 84.1,to the displaying area is 70.6
and to the information counter is 69.2.
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