| Summary: | 碩士 === 國立雲林科技大學 === 工業設計系碩士班 === 96 === This study used three different ways to investigate the behavior of purchasing pet product customers by AIO quantity form, population variables and purchasing strategy. After Factor analysis, Cluster analysis and Chi-Square tests were used to analysis the result of the questionary. Three groups of subjects, which are named rational purchase, loving pet and sensitive environment, are divided. The experiment comes from the adjustment from Liu（2004）. The three feature variables are dominated for the material rendering. Liu（2004）, Ma（1998）, Sun（2007） and other correlative pet product magazines, the related vocabulary were collected. Three groups of subjects were tested for identification product image. The result of the experiment is to find out the relationship between product image and features by the cluster analysis and factor analysis.
The study found out three results. First of all, customers with different backgrounds were found different on consumer habits and life styles. The second is different groups are different for the order of the identification of the product features. Finally, different groups are in common on their perception for the relationship between product images and features. We can realize that customers can be affected for the image of the product features by the life experience and the product in market.
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