A Study of Consumer Behavior on DVD-Audio Disk

• Main Authors: YING HAO,LEE, 李英豪
• Other Authors: Wu Rui Shan
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/60625991464885646825

碩士 === 國立臺北大學 === 企業管理學系 === 95 === ABSTRACT The technologies develops so quickly than ever before. Especially, the Information Appliance product (briefly named IA) becomes the most important product of market, and one of wich has a representative most by the DVD-Audio(the quality of DVD-Audio music disc is much higher than the current music disc) of the latest product of DVD family, However Taiwanese DVD-Audio firms, but face the difficulty of sales. Till now, the related research on the consumer behavior, only limit to the VCD, DVD in the Retailer ,Supermarket shopping etc. channel or on-line shopping is research objects. But the DVD-Audio provided some characteristics of new ranges﹙The energy supplementary image of the DVD-Audio, can keep to put at least surrounding sound effect and 4 hours high fidelity sound effect of the whole trackses for 2 hours﹚, also included more high-quality surrounding sound effect. So the DVD-Audio firms must decide the most valid marketing schemes, in order to win consumer’s favour. In this research we focus on the market segment and try to find out the factors, which devide the behaviour of for DVD-Audio consumers in north Taiwan area, and also study the contents of each factor. In this paper we segment the consumer as two group, purchaser and non-purchaser, explain the reasons of the buying behaviour, and also test the consumer behaviour in the discrepancy of the lifestyle and population statistical variables. Carrying on the cluster analysis to the consumer, and further applying the discriminate analysis, we find out the factors of lifestyle and segmentation as different groups, and show the test about the stability of our model. According to our results, we can explain the meaning of marketing strategies , and make some suggestions for the firms of DVD Audio to be used as managerial reference. Keywords: DVD-Audio, market segment, lifestyle, consume behavior