A Study of Consumers Lifestyle and Market Segmentation on Taiwan Energy Refrigerator

• Main Authors: Chieh-Ying Chien, 簡婕穎
• Other Authors: 黃志文
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/cvdfmq

碩士 === 淡江大學 === 國際商學碩士在職專班 === 102 === This study tries to explore the influence factors of marketing standpoint, such as lifestyle, market segmentation, demographic variables and other factors, for Taiwanese domestic produced refrigerators. Through questionnaires conducts and collections in persons and after deducting partially invalid questionnaires, this study collects 416 valid questionnaires. This study employs the methods of the number of times, factor analysis, reliability, and cluster analysis to investigate whether consumers can be separated in lifestyle to the purchase of domestic produced refrigerators in the purchase decision making process. Our results may be useful in the formulation of marketing strategies when business decided to target market segments and finally developed marketing strategies in order to provide industry reference and to develop marketing strategies in the future. Through the analysis of hypothesis testing of this study, the result of our analysis shows that the volume has no significant difference. The result recommends that undifferentiated marketing is the best strategy. Based on the results of this study, we conclude the following three proposals: First, by expanding the scope of the study, one can do a nationwide survey, and understanding consumer groups outside the greater Taipei area, such as office workers, housewives and other sectors of society, in order to develop a full range of winning marketing strategies; Second, the extension of the research framework, one can increase brand attitudes and opinions to explore research and innovation factors or domestic appliance industry considerations; Third, one can increase the measure of comprehensiveness.