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題 名 | 茶飲料消費者決策型態之研究--以屏科大學生為例=The Consumptive Decision Making Styles of Tea Beverage's Consumers-A Case Study of NPUST |
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作 者 | 林豐瑞; 許雅琴; 簡君玲; 許雅菁; | 書刊名 | 民意研究季刊 |
卷 期 | 207 1999.01[民88.01] |
頁 次 | 頁86-114 |
分類號 | 496.34 |
關鍵詞 | 茶飲料; 消費者決策型態; 消費行為; Tea beverage; The consumptive decision making styles; Consumptive behavior; |
語 文 | 中文(Chinese) |
中文摘要 | 本研究動機是由於近年來飲料有逐漸衰退的趨勢,而其他飲料卻有明顯的成長趨 勢,站在一個農企業研究者立場,茶飲料目前是屬於成熟期階段,而成熟期最重要是建立差 異化,以穩固市場。基於上述動機,本研究目的在分析茶飲料消費者的決策型態類別,和探 討茶飲料消費者的決策型態類別之人口統計變數特徵,盼供茶飲料業者作為行銷策略之參考 。 本研究以問卷法來蒐集初級資料,選擇屏東科技大學學生作為研究對象,而以烏龍茶、綠茶 、紅茶、花茶及加味茶作為研究的範圍。資料分析則以次數分配、態度量表分析方法、順序 尺度法、因素分析及集群分析為主。 經實證結果發現,共得『重視品牌及具忠誠者』、『極具品牌意識者』、『衝動傾向者』、 『重視品牌及安全者』、及『完美主義者』等五大消費決策群別。此間,在不分群別方面: 考量因素以口味為考量佔大多數;在飲用時機上則以想喝就買來喝佔大多數;在茶飲料種類 選擇上以綠茶佔大多數;在購買習慣方面,則以習慣性品牌佔大多數;在購買地點上,以便 利商店為最普遍。而在各群別獨具傾向方面,根據上述五大決策型態群別,本研究經由卡方 及變異數檢定,其結果說明如下: 一、重視品牌及具忠誠者在學院別方面以管理學院佔大多數;且管理學院在購買地點上有顯 著性差異。 二、衝動傾向者在每月零用金上,以5,001∼7,500元佔大多數;在目前居住地上,以附近租 屋佔大多數,而附近租屋的茶飲料消費者在購買地點上有顯著性差異。 三、重視品牌及安全者在性別上,以女性佔大多數,且女性在茶飲料種類及考量因素中的解 渴程度上,有顯著性差異。 四、重視品牌及安全者在性別上,以女性佔大多數,且女性在資訊來源上,有顯著性差異。 五、完美主義者在考量因素上,是以健康考量為首要考慮因素。針對上述結論,本研究更進 一步提出建議,盼供茶飲料廠商作行銷策略之參考。 |
英文摘要 | A downward trend in market share of Tea Beverage and an upward trend in other Beverages suggest that the Tea Beverage industry has developed into a mature stage. One of the most important things in the mature stage is to set up differentiation in order to stabilize the market. The primary objective of this study is to analyze the Consumptive Decision Making Styles for Tea Beverage's Consumers, and to explore the feature of demographic variables in the Styles of Decision Making of Tea Beverage. In this study, we used Questionnaire method to collect the primary date the students in National Pingtung University of Science and Technology. The Tea Beverage includes Wu-Lung Tea, Green Tea, Red Tea, Flower Tea and Flavor Added Tea. Data analysis is based on Frequency Distribution, Attitude Measurement Table Analysis method, Ordinal Scale method, Factor Analysis and Cluster Analysis. The statistical results show that there are five Consumptive Decision Making Styles. Those were named "Brand Loyal Consumers"、"Brand Consiousness"、" Impulsive"、"Brand Safety Consumers" and "Perfectionism". Non-Cluster Analysis shows the following results: (1)Personal Taste dominates the other factors when consumer decides to (2)The Drinking Timing is dominated by "Whenever I want to drink, I just buy it." (3)Based on Beverage, consumers prefer Green Tea to the other Beverages. (4)Based on Purchasing Behavior, most people will buy the brand with which they are familiar. (5)Most consumers buy the Beverages at a convenient store. The following results are drawn for the individual group of onsumers: (1)The students in Management College dominate those in other two Colleges by the force of "Brand Loyal Consumers". (2)In the "Impulsive" group, their pocket-money spent to Beverages is between NT$5,001 and NT$7,500. (3)In view of Sexuality, not only the Female is the majority in "Brand Safety Consumers", but Female have different choices in kinds of Tea Beverages' Degrees of Quench Thirst and Information Source. (4)The first thinking factor in "Perfectionism" is the Health. In conclusion, we would like to go step further raising suggestions, in other to provide Beverage Manufacture a Making Strategic Decision Reference. |
本系統中英文摘要資訊取自各篇刊載內容。