台北地區羽球拍消費者之市場區隔研究

A Study of Market Segmentation of Badminton Racket in Taipei Area

古德龍(De-Lung Ku)

《臺灣體育運動管理學報》 3期 (2005/06) Pp. 103-126

摘要

本研究旨在瞭解台北地區羽球拍市場之現況，並探討羽球拍消費者購買行為，針對各集群中之消費者的特徵與消費行為，加以描述與分析，以利針對不同區隔市場進行目標行銷並對消費者進行市場區隔，再進一步探討各市場區隔在人口變項上之差異。研究對象為台北地區361位羽球拍消費者。研究工具為自編的「台北市（縣）羽球拍消費者購買行為問卷」。依據所得資料分別以敘述統計、因素分析、集群分析及卡方檢定進行資料處理，結果如下：
一、台北地區羽球拍市場之現況
需要確認以為了運動健身為最多，佔66.4%；資訊來源以親友同學最多，佔34.4%；評估準則方面，最重視產品的揮拍感覺、材質及重量；購買決策方面，球拍品牌以勝利牌(Victor)最多，佔22.3%；購買價格以1,001~1,500元最多，佔33.6%；購買地點以體育用品社最多，佔49.0%；購買數量以l支最多，佔68.0%；購後行為方面，滿意程度以滿意最多，佔61.7你再購相同品牌可能性以可能最多，佔65.6%。
二、台北地區羽球拍消費者之市場區隔成功的將台北地區羽球拍消費者分成4種不同消費特性的集群，分別是資訊型、經濟型、外觀型及服務型。
三、各市場區隔於人口統計變項上之差異
不同市場區隔的羽球拍消費者在年齡、婚姻狀況、職業、學歷及每月可支配所得水準上之差異達顯著水準。不同市場區隔的羽球拍消費者在球齡及性別上之差異沒有達顯著水準。
本研究根據結果進行討論，並提出研究結果的應用，最後對未來研究的方向及羽球拍業者和消費者提出建議。

關鍵字

台北地區 ； 羽球拍 ； 購買行為 ； 市場區隔 ； 產品屬性

並列摘要

The purposes of this study were to reveal the reality of badminton racket for consumers in Taipei. Using the sample data sampled from Taipei badminton racket subscribers, the present study investigates the purchase behaviors of the badminton racket subscribers and divides the whole badminton racket market properly into several segments. The characteristics of the consumers in each segment were then analyzed and described such that it may help the service providers in choosing their adequate marketing strategy. The instrument” The Questionnaire of Purchase Behavior of badminton racket in Taipei ”was employed. Descriptive statistic, Factor analysis, Cluster Analysis, Chi-square test were utilized for data analysis. The results showed that:
1. The market of badminton racket in Taipei area were as follows:
Most consumers purchase their rackets for sport and health use. Most information search from family, close friends and classmates. People evaluate a racket depends on the feeling of the rackets swing, material and weight. The most popular brand is Victor, They will spend their rackets between the price range from NT$1, 001 to NT$1, 500. They like to buy rackets at sport goods stores. Most of them buy one racket. It seems that most consumers are satisfied with their rackets now. The majority of them will even buy another racket from the same brand.
2. Segments of Taipei area badminton racket consumers:
This study has mainly separated these consumers into 4 groups: Group 1: informed style; Group 2: economic style; Group 3: external style; Group 4: functional style.
3. The demographics variables: age, marital status, occupation, educational background and personal monthly income in each segment are significantly different. Playing period and gender of the consumers in each market segment is not significantly different.
According to the above conclusions, this study also provided some suggestions for the references of designing marketing strategies and further researchers who are interested in this issue.

並列關鍵字

Taipei area ； Badminton racket ； Purchase behavior ； Market Segmentation ； Product Attributes

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