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題名 | 葡萄酒消費行為與生活型態相關性之研究=A Study of the Relationship between Wine Consumer Behavior and Life Style |
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作者 | 徐丹桂; Hsu, Tan-kui; |
期刊 | 崇右學報 |
出版日期 | 20111100 |
卷期 | 17:2 2011.11[民100.11] |
頁次 | 頁1-22 |
分類號 | 496.34 |
語文 | chi |
關鍵詞 | 葡萄酒; 消費者行為; 市場區隔; 生活型態; Grape wine; Consumer-behavior; Market-segment; Lifestyle; |
中文摘要 | 葡萄酒在台灣被賦予了優雅與健康的形象,而消費者選擇適合飲用的葡萄酒類型也和個人品味與個性有關。由於專業的葡萄酒商的推廣,消費者對於葡萄酒的認識也越來越深入,而已經滲入到許多人的家裏,成為他們生活中不可或缺的一部分。有鑑於國內過去較少有相關文獻系統性的分析葡萄酒和消費者之間的關係,因此本研究目的在於: (一)分析各類葡萄酒飲用者之間市場區隔之樣本結構特徵,以了解購買葡萄酒之集群分佈狀況。(二)探討不同市場區隔在購買動機、資訊來源之傾向,以及比較不同市場區隔在消費實態變數是否具有顯著差異,以作為企業擬訂廣告與行銷策略之參考。本研究經由文獻回顧以蒐集資料,並設計出葡萄酒消費者之生活型態調查問卷內容,進行大台北地區之葡萄酒消費者之意見調查,針對 468份有效樣本,以生活型態之因素構面進行各集群不同市場區隔之購買動機、資訊來源與消費實態分析。 研究結果發現,(一)生活型態分群在人口樣本之分佈,集群一 (購買方便群)以女性消費者居多,年齡多分佈於 18到 29歲之間;集群二(主動獨立群)以男性消費者居多,年齡分佈於 40到 49歲之間。(二)葡萄酒消費者之資訊來源傾向,集群一之消費者在資訊取得中以折扣或降價活動為最多,集群二之消費者在資訊取得中以人員推銷為最多。(三)不同市場區隔之購買動機傾向,集群一之消費者購買動機以親朋好友集會為最多,集群二之消費者購買動機以身體健康為最多。(四)不同市場區隔在消費實態之差異,在飲用頻率、最常飲用場所與購買價位沒有顯著差異,但在葡萄酒喜好有顯著差異。 |
英文摘要 | Grape wine has been recognized as the image of elegance and health, and the type of wine which consumers choosing was related to personal taste and personality. Owing to the promotion of wine merchant, consumers understand grape wine more and it become a part of their life. For the lack of articles in terms of relationship analysis between grape wine and consumer, the purpose of this research states as follows: 1. The analysis of individual market segmentation and the structure of the sample for wine drinkers in order to understand the distribution of consumer. 2. To study the trend of information source and purchase motion and to inspect whether the variable of consumer in different market segments are significantly different in order to develop its marketing strategy as a business reference. In this study, we design the questionnaire based on the literature review to analyze the lifestyle for wine consumers , we have received 468 valid questionnaires through the metropolis(Taipei)which allow us to quantify the available research data .The factor analysis have been conducted to consider the relationship between market segmentation and variables. The results showed that the lifestyle can be divided into two groups, the majority of the group of purchasing for convenient was female and 18-29 years old, and the majority of the group of acting independently was male and 40-49 years old. The second, as for the trend of information source, the majority of group one had information from on sale and he majority of group two had information from sales suggestion. The third, as for the trend of purchase Motion, the majority of group one purchased wine for the meeting of relative and friend, the majority of group two purchased wine for health. Finally, there were significantly difference between group one and group two on the variables of wine taste, but there were no significantly difference between group one and group two on the drinking frequency, drinking location and the price of purchase. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。