The Market Segmentation Of Spa Consumer For Case Company In Taiwan

• Main Author: Yusiana Devi
• Other Authors: Huang, Wan-Tran
• Format: Others
• Language: en_US
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/39792720406810054945

碩士 === 亞洲大學 === 經營管理學系碩士班 === 100 === To develop spa business in Taiwan, the manager should learn that personality characteristics influence specific consumer responding to certain services or products. By understanding customer lifestyle, spa industry in Taiwan could thrive and be the famous spa holiday destination in the world. Therefore, it is necessary to investigate the factors that motive consumers to visit spa. To do market segmentation based on activities, interests, and opinions is to attract tourists visitors to the spa. The purpose of this research was to investigate the relationships between activities, interest, opinions as variables of lifestyle with consumer behavior of SPA consumers. This research also examined the market segmentation based on consumer’s lifestyle and consumer behavior. The participants of this research were spa consumers from case company in Taiwan. The statistical treatment employed in this study was SPSS20 and AMOS 20 program. Statistical technique to analyze the data was structural equation model to see the correlation of each variable. The findings of the study were: Firstly, descriptive analysis was run for demographics of the respondents participated to get general background of them. It found that the biggest number of the spa consumers were 25-34 years old in age. The highest rating of occupation was housewife and the highest education was undergraduate university. Secondly, it used AMOS program to see the correlation between variables with structural equation model (SEM). It found that there were correlations between activities, interests and opinions. Lifestyle dimensions had influenced consumer behavior. Finally, this research assessed 2 segments of activities, 2 segments of interests and 3 segments of opinions. The important variables are relaxation, health, service, products and price.