The Study on the Perfume Products Purchasing Behavior and Market Segmentation – The case of consumers in Taipei City

• Main Author: 張晟豪
• Other Authors: 陳光華
• Format: Others
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/pg2gx9

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.