| Summary: | 碩士 === 國立東華大學 === 企業管理學系 === 96 === The purpose of this study is two-fold: 1) to inspect market segmentation based upon benefits which people are seeking in household hotel in Hualien; 2) to understand consumers’ buying behaviors. This research is aimed at the consumers have been visited or first visit household hotel in Hualien. First, main benefits sought by people in household hotel are explored. Then, these benefits are based upon for segmentation analyses. The differences in demographics, buying behaviors, lifestyle, motive and satisfaction among the segments, are examined there of. Finally, marketing strategies are initiated to tailor the differences between segments.
A structured questionnaire is used to investigate the data pertinent to consumers’ demongraphics, buying behavior, motive, benefit attributes, lifestyle and satisfaction. Totally, 358 valid questionnaires are collected. This thesis used chi-squere test, cluster analysis and factor analysis to analysis collected data.
The three major findings:
1. Consumer characteristics of household hotel are unmarried, between 25 to 29 years old, college or undergraduate, other vocation and income between $ 30,001 to 40,000.
2. There are some significant differences in demographics, buying behaviors, motive, benefit attributes, lifestyle and satisfaction.
3. Due to the findings, it is suggested that improvements be made in benefits mostly expected by consumers. Effective marketing strategics should be generated according to attributes of two segments.
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