| Summary: | 碩士 === 中國文化大學 === 國際企業管理研究所 === 87 === The marvelous shopping power of teenage market is always the target which frims are search for. But the characteristics of this market, fast-switch and hard-expect, make these firms hesitate to enter into it. This study uses Price Perception Construct to esti-mate the consumer behaviors of teenage, to segment this gruop and to provide some suggestion with theorical base for the firms who are interested in this market.
This study''s questionnate is made from general life style scale and Price Perception Construct scale to survey the students (includes senior-high school, vocational school and college) who are 16 ~ 18 and lived in Taipei by convenience sampling. After the analysis by descriptive statistics, factor analysis, clustering analysis and analysis of variance, this study reflects some conclusions. First, in the whole teenage market, the quality factor of Price Perception Construct, value consciousness and price-quality schema, will increase the price. The Price factor, price consciousness and sale proneness, will decrease the price. The information factor, price mavenism and prestige sensitivity, is neutral with the price.
Second, teenage consumers can be segment effectly into 7 consumer gruops: Shell, Ad-Brand, Obedience, Home-avoidance, Fashion-seeking, Rational-shopping and Fashion-solitude.
Third, when we use the demographic variables to be the condition of segment, the sale proneness has the most segmental effect. Then the following order are: price mavenism, prestige sensitivity, price consciousness, value consciousness and price-quality schema. So the segmental effect of the information factor is greater than the pri-ce factor, and the quality factor is less.
Fourth, when we use the life style variables to be the condition of segment, all Price Perception Construct have sufficient segmental effect. Prestige sensitivity, price con-sciousness and price mavenism can distinguish each consumer groups with positive and negative response. So the segmental effect of the information factor is greater than the price factor, and the quality factor is less.
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