| Summary: | 碩士 === 義守大學 === 工業工程與管理學系碩士班 === 96 === In Taiwan, automobile market is a fiercely competitive industry including demestic and importing marks. Automobile are not only transportation tool, also symbolization of consumer’s apostolate and relish. Companies design new type of automobiles to advance competitiveness in automobile industry market in Taiwan. This thesis aims to discover the importance level of consumers’ considered-factors when they are making a decision process of buying automobile. At first, we sythese the general considered-factors of buying automobile with SPSS Software, select variables of market segmentation, and establish the framework map of analytical hierarchy process, and then we analyze the importance level of considered-factors with analytical hierarchy process. Secondly, we discuss the difference of the consumers’ considered-factors and make market segmentation. Our research design contains two parts: the first is to find variables of market segmentation of professional questionary, the sample were thirty professionals that work in automobile industry; the second part is an AHP questionary, the sample were consumers who possess abilities to buy an automobile. Findings are made in both whole market and individual markets. We find that customer’s age, educational level, income, and famile size all affect buying decisions significantly in six structures and fourteen factors.
|
|---|
