The Study on the Influence of the Consumer Behavior in Taiwan Traditional Tea－A Case Study of Kaohsiung

• Main Authors: Yung-Ching Lin, 林雍晴
• Other Authors: Jai-His WENG
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/rtb6b5

碩士 === 國立中山大學 === 中山學術研究所 === 95 === By using the E.B.M model, this research sets the traditional tea consumer behavior for dependent variable, demographics and life style variables for independent variable to form the research structure. We ran a statistic analysis for the data that is proceeding purposive sampling to the traditional tea drinkers and examed it. The research mainly discusses the concern with the life style and tea consumer behavior in Kaohsiung area. The results show that the life style factors of Kaohsiung tea drinkers consist of “strict budgeting”、“traditional home”、“fashion & extrovert”、“health & leisure”. By the result of factor analysis, we devided the Kaohsiung tea drinkers to four groups: “canny & balance ”、“conservative & traditional”、“sensitive ”、“casual ”. Each cluster has a significant difference between marriage status、sex、age、averagely monthly income、education and occupation. According to those five parts of consumer behavior, the business can adjust its marketing strategies by aiming at what the consumers are most interested in. For example, the business can supply different tastes of tea for different groups and satisfy a large number of consumers to increase the sales volume. The promotion of “ tea art” attracts consumers and creates higher consumer demand. Business can take advantage of mass media to reinforce marketing channel and make the business go up. According to the analysis result, there are some suggestions for different groups. Consumers who are married, over 30 years old, income of 10 to 50 thousand dollars, education under collage, most of them belong to a group which has more sensitive and higher willing for bargaining and the firm should always focus on the pricing strategy. Consumers who are unmarried, under 30 years old, income under 10 thousand dollars, education of collage and above, belong to the group which named casual. Consumers of this group care about to have good interpersonal relationship and healthy lives more than other groups. Consumers who are 21 to 30 years old, income over 80 thousand dollars, education of collage, occupation of self-employment, sex of male, belong to the group which named “canny & balance ”. Consumers of this group care about all the items equally. Consumers who are unmarried, 21 to 30 years old, income of 30 to 50 thousand dollars or under 10 thousand dollars, education of collage, sex of female, belong to the group which named “conservative & traditional”. Consumers of this group are used to go to the same store for purchasing and they have higher brand loyalty than other groups. To sum up, the business should make different marketing strategies for different clusters.