| Summary: | 碩士 === 亞洲大學 === 經營管理學系碩士班 === 95 === A Case Study on the Market Segmentation of Leisure Function Dress in
Taiwan
Student: Chun-Chang Li Advisor: Prof. & Dr. Wan-Tran, Hung
Department of Business Administration
Asia University
Abstract
With the development of economic globalization, individual in demand of clothes about cold-proof and covered. Form of social status and fashion trend create another demand of ready-made clothe, the market offers diversification, popular, function as the dress, in order to satisfied the demand to every group, and have already became the unavoidable key. To deal with globalization and regional economic development, dress is tend to ¡§Product differentiation¡¨, ¡§Globalization¡¨, and ¡§Branding Taiwan¡¨ in the future.
The purposes of this paper are to identify, via using the methods of the primary data and secondary data analysis, to understand the features of Leisure Function Dress market and company case, to understand and analyze the statistics variance, model, methods, characteristic of market segmentation, to evaluate and select the target marketing by using the process of market segmentation. Design the right strategies within the particular segments via the results of this paper.
The data used by this paper are from the field survey based the consumers bought the products offered by 12 stores of the company case in Taiwan. The 1050 samples were sampling by randomly without adjustment, Only 825 samples used in this paper. Response Rate is 78.57%.This paper is to clarify the segmentation of the customers in the company case. This paper would build the empirical model via Descriptive Statistics, Factor analysis, Reliability and Validity analysis; cluster analysis, One-Way ANOVA, Chi-Square Test, and Discriminate analysis. The theory of segmentation hypothesis, include life style, purchase intention, consumer behavior, demography statistics variance. First, life style by using the process of market segmentation, and with each variance by using the process of ANOVA, Cross table, Discriminate analysis, to understand the characteristics of the customers segmentation. From the results, the segmentation of four homogeneity colonies, it is respectively for
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