頁籤選單縮合
題名 | 家庭取代餐“即煮菜餚”市場區隔之研究=A Study of Market Segmentation toward Home Meal Replacement (Ready to Cook) |
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作者 | 徐韻淑; | 書刊名 | 稻江學報 |
卷期 | 2:2 2007.12[民96.12] |
頁次 | 頁14-30 |
分類號 | 483.9 |
關鍵詞 | 家庭取代餐; 即煮菜餚; 市場區隔; Home meal replacement; Ready to cook; Market segmentation; |
語文 | 中文(Chinese) |
中文摘要 | 本研究針對家庭取代餐消費者進行市場區隔。採問卷調查之便利取樣、有效樣本663份。利用動機為區隔變動,以因素分析法發現購買HMR的動機因素為:務實取向、便利取向、勇於嘗試取向、注重促銷資訊取向、隨意自我取向。並經由集群分析法對家庭取代餐消費市場進行市場區隔分析,分別為享受生活型、隨意務實型。研究結果顯示兩個消費族群在重視因素上以「已吃過,口味不錯」、「調理方便性」、「賣場中銷售人員促銷解說」、「知名人士代言」、「價錢合理」、「熱量高低」和「產品包裝」有顯著差異。兩個消費族群之個人基本資料僅在「職業」上有顯著差異。 |
英文摘要 | This study focuses on the market variations of Home Meal Replacement (Ready to Cook) among consumers. Questionnaires are sued in the collection of data from a random sample of 1,000 consumers in the Taipei area. A total of 663 samples were obtained. Interests of the consumers were the main factors used for identifying the market variation. Through factor analysis, five interest categories are identified: "Practicality," "Convenience," "Innovation," "Merchandize" and "Free spirit." Through cluster analysis, the acquired samples are divided into two study groups based on the personalities of the surveyed consumers: "Luxury Seeking Group" and "Free Practicality Group." These are the findings: 1. The research shows that there are significant differences between the two study groups in the following seven categories regarding the home meal replacement: "Taste good," "Easy to cook," "Sales person on spot promotion," "Celebrity promotion," "Reasonable price," "Low Calorie," and "Packing of Product." 2. Remarkable differences between the two groups are found in their "vocation." |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。