| Summary: | 碩士 === 淡江大學 === 國際貿易學系 === 89 === itle of Thesis：The Market Segmentation Study Total pages:107
of Taiwan Goat''s Milk
Key word：market segmentation, lifestyle, goat''s milk
Name of Institute：Tamkang University, Graduate Institute of
International Business
Graduate Date：June, 2001 Degree Conferred：Master
Name of Student：Ya-fang Hsiao (蕭雅方） Advisor：Dr. Chih-wen Huang （黃志文）
Abstract: Following the economic development of Taiwan area, the national income has increased rapidly, that has great impact the life styles, Taiwan consumers are more conscious of health. As a result, the organic and health food is very popular in Taiwan. Sales of goat’s milk have been growing rapidly in recent years. People concern the nutrition values and therapy effects of goat’s milk products. This study explores the consumers’ product attributes cognition, importance, satisfaction, and demographic distributions of goat’s milk.
This study distributed and collected questionnaires from customers who have ordered daily delivery of goat’s milk from cooperative societies. There are 15 local delivery agencies in Taiwan. Using stratified proportion sampling method, 466 effective questionnaires are received. Based upon lifestyle variables, factor analysis, cluster analysis and discriminant analysis are used to segment the market into several homogeneous clusters. Furthermore this study has applied the multivariate analysis of variance to analyze whether or not these clusters have different product attributes cognition. Canonical correlation analysis, importance-performance analysis and mean analysis are used to analyze importance and satisfaction. Using chi-test analyzes demographic variables.
Main findings of this study are as follows:
1. There is an interaction between importance and satisfaction of consumers’ product attributes.
2. With the life style variables, the goat’s milk market can be segmented into three clusters: the health-maintenance group, the busy group, and the leisure group.
3. There are significant difference in product attributes cognition, importance, satisfaction, and demographic variables.
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