聯合分析法於品牌權益之研究-以貓飼料為例

The Application of Conjoint Analysis on Brand Equity in the Cat Food Industry

樊妮莎(Vanessa Bobrzyk)

指導教授 ： 任立中

國立臺灣大學/管理學院/國際企業學研究所/碩士(2016年)

https://doi.org/10.6342/NTU201610073

摘要

無資料

關鍵字

聯合分析法 ； 寵物市場 ； 品牌權益 ； 市場細分 ； 品牌知覺

並列摘要

In recent years, with the change of Taiwan's population structure，lifestyle, interpersonal alienation，reforming emotional relationships, declining birthrates, aging society and other factors, promoted a trend wave of pets and pet shops in Taiwan. The numbers of pet grooming salons and pet hospitals are also increasing year by year. Currently the Taiwanese pet market counts 160 million cats and dogs only which is a considerable size for the overall pet food market, pet supplies, pet grooming and other related products.
In addition to create product differentiation, to understand customer’s real needs is the key to success.
This study selects four well-known brands from the cat food market, gather information through internet questionnaire, applicates conjoint analysis to measure the brand equity of the four brands. Then through market segmentation a further analysis and comparison will be conducted, with the aim to find differences and characteristics between groups. Finally, with the analysis results, manufacturers will be provided with recommendations on marketing management.

並列關鍵字

conjoint analysis ； pet market ； brand equity ； market segmentation ； brand perception

參考文獻

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