消費者對鮮食便當產品屬性偏好與市場區隔之研究

A Study on the Consumer's Preference of the Product Attributes and Market Segmentation of Lunch Box

陳爲任(Wei-Jen Chen) ； 曹志豪(Chih-Hao Tsao)

《餐旅暨家政學刊》 3卷1期 (2006/03) Pp. 93-111

https://doi.org/10.6572/JHHE.3(1).5

摘要

近來國人外食習慣及便利商店發展漸趨成熟，銷售鮮食便當已成爲業者努力之方向，瞭解消費者對鮮食便當產品屬性之重視度、滿意度及行爲特性爲基本重要之課題。本研究以產品屬性爲區隔變數，將鮮食便當消費者區分成不同群體，分析各群體社經背景與行爲特性之差異。研究對象爲鮮食便當消費者，採用便利抽樣，實際發放640份，有效問卷600份，經變異數分析、因素分析、集群分析及卡方檢定等方法，所得結果如下：(1)鮮食便當產品屬性之因素構面，包含：內容物、品質與認證、商店印象、餐盒口味、外觀包裝及使用危害。(2)依鮮食便當產品屬性進行集群分析，區隔爲四大集群，包含：精明認證型、重視外觀優質型、隨興購物型與口味注重型。(3)各區隔群體其社經背景與行為特性具顯著差異。

關鍵字

鮮食便當 ； 產品屬性 ； 市場區隔 ； 偏好 ； 便利商店

並列摘要

This study investigates the consumer's preference to the product attributes and purchase behaviors of the lunch box. The results of this thesis can be a reference for convenience stores designing their marketing strategies. The convenient sampling method is used. There are 640 questionnaires sent out to consumers and 600 effective samples returned. The statistics methods including Factor Analysis, Clustering and variance are used to analysis the sampled data. By using Factor Analysis, six factors are extracted from Product Attributes variables. By Clustering analysis, four consumer groups are separated out. The characteristics of the four segments were described and the differences among them were compared in terms of their demographics variables and consumer behavior's characteristics.

並列關鍵字

lunch box of convenience store ； product attributes ； market segmentation ； preference ； convenience store