| Summary: | 碩士 === 國立屏東教育大學 === 體育學系碩士班 === 94 === A Study of Consumer Behavior and Market Segmentation-
Kaohsiung city Gang Shan’s Indoorswimming Pool as an Example
Abstract
The purpose of this study was to understand the consumer behavior and market segmentation of the indoor heated pools in Gang-Shan country. Using a questionnaire designed by the author as instrument, consumers of four indoor heated pools were surveyed. Survey results were analyzed with descriptives, factor analysis, cluster anslysis, chi-square test and the SPSS 10.0 software. The findings were as following:
1 .The ratio of felmale members was higher than male members. The ratio of unmarrid members was higher. The majority of the consumers were aged 20 and behind. The consumers who graduate from junior college and university were higher. Student was the major occupation,followed by self-employment and education-related profession. Most of the consumers made less than NT$20,000 monthly. The numbers of group were more than four . The majority of visits were accompanied by family members. Consumers who spent between 90 and 120 minutes at the pool were the majority. In terms of the number of pool visits per month, 5 and behind was the majority. The majority of the consumers went to the facility by car. Most consumers’ monthly swimming expense was under NT$1,000. Most of the consumers’knowledge sources came from their relatives, friends, or neighbors. Their main purpose of pool visits was releasing pressure.
2. The results indicated that there are significant differences in demographics and buying behaviors.
3. Due to the findings, it is suggested that improvements should be made in benefits. Effective marketing strategies should be generated according to the attributes of two segments.
Key words: Heated Swimming Pool, Consumer Behavior,
Market Segmentation
|
|---|
