| Summary: | 碩士 === 國立交通大學 === 經營管理研究所 === 103 === After the financial crisis in 2008, the global economic downturn but the sale of perfume
has grown year after year. In addition, in Taiwan the tourists increase year after year. The
growth rate of the Perfume keeps on two-digit in the next seven years from 2007.Tthe growth
rate of the perfume come to 25% in 2013. Besides, people become more and more dependent
with the Internet. Internet sales have brought more and more consumer to buy the perfume.
This research uses questionnaires to collect information and uses EBM model as
framework to analyze the basic population, and uses AIO lifestyle variables to segment
consumer into several market with the perfume product attributes and consumption reality
variables to describe their characteristics. Also, the research uses demographic variables to
analysis and describe the different segment market.All data analyzed with following methods：
Frequencies Distribution Analysis, Factor Analysis, reliability and validity analysis, Cluster
Analysis, Discriminate Analysis, ANOVAAnalysis, Chi-Square Test and Scheffe Test.In the
end, the research find out some conclusions as follows and provide recommendations for the
marketing strategy of those segment markets.
According to the research results that In Taipei the perfume consumers that segmented
by lifestyle can segment into four clusters groups, such as"Trying new things Buyer", "Focus
on brand Buyer", "Need information Buyer "and"careful planning Buyer ".Among the four
segements , demographic variables, sources of purchase information, product prorperties and
consumption reality variables have significant diffidence.
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