| Summary: | 碩士 === 中國文化大學 === 國際企業管理研究所 === 99 === The consuming pattern of lingerie has been changing with the improvement of
females’ financial independence and self-consciousness. More than that, a mixture of
cul vture evolutions also plays an important role in forming the new consuming pattern
of lingerie. Currently, the domestic lingerie market is about NTD 22 billion, and its
consumer population has exceeded 600 million. In other words, the annual average consumption number of lingerie is 5.5 per person. Besides the increasing consumption, the added value of lingerie has been built in various ways, such as emotion, diversity
autonomy, individuality, and leisure-oriented. As a result, lingerie companies must
improve their traditional strategies of market positioning in order to target the modern females who usually have multi-status, to refresh the corporate images, and to provide
advanced goods and services for modern females.
In this study, lifestyle and body image are used as the basis of segmentation varia-
bles; demographic variables are set to describe the characteristics of each segment;
RFM model is adopted to understand the difference of consumers’ purchasing behaviors under diverse segments. In terms of data collection, a questionnaire is designed to collect necessary information. The majority of the questionnaires are gathered from the northern region. Participants must have purchased any brand of lingerie within a year. Factor analysis to the lifestyle is employed for dimension reduction, then cluster analysis is app- lied for classification, and some statistical method, such as MANOVA,
ANOVA and chi-squaresare used to test the research hypothesis.
The results show that female lingerie consumers can be effectively segmented by different lifestyles and body images. Each cluster is different in the purchase frequency and the purchase amount. The demographic variables and the preference for product attributes are significantly different. Finally, based on the research findings, strategies of target markets, products, prices, channels, and promotions are recommended in order to provide useful industrial and academic contributions.
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