| Summary: | 碩士 === 育達商業技術學院 === 企業管理所 === 96 === As modern's living standard improves constantly, people begin to pay more and more attention to their personal health. For the leisure leather shoes industry, the knowledge of consumers' purchasing behavior and their underlying lifestyle will help the related enterprises taking advantage of their non-price superiority to promote the value of their products via market segmentation technique. The main purpose of this study is to analyze the market segmentation of the La New leisure leather shoes. Data are collected through questionnaires.
This study utilizes the E-K-B model as the main frame for analyses of consumers' purchasing behavior and the consumers' lifestyle as the foundation of market segmentation. Characterizations of each segmentation are presented in terms of the consumers' lifestyle. Finally, differences of the five decision-making stages of purchasing in the E-K-B- model among these segmentations are discussed and compared.
The main results are that for consumers of the La New leather shoes, their main motivation towards purchasing is for comfort, the major information about La New comes from televisions or radios, the most preferable product attribute is comfortableness of the material of shoes, each time the amount of shoes bought is about two pairs per consumer, the shopping frequency is about two times per year in average, and the average expense for one pair of shoes is about 1,000 to 2,500 Yuan. After doing factor analysis to the lifestyle questionnaires, this study utilizes cluster analysis to segment the consumers into four groups. The first group is the collection of ones that think highly of travel. The second is that of ones that think highly of home. The third is that of ones that think highly of fashion. The last is that of ones that think highly of aggressiveness. Among these four groups, there are several significant differences appeared in the decision-making stages of purchasing. Besides, there are also several significant differences appeared in the population characteristics. Furthermore, among people of different population characteristics, there are also several significant differences revealed in the decision-making stages of purchasing. This study finally provides the marketing mix strategies to the associated enterprise.
|
|---|
