消費者咖啡因依賴傾向分析—以超市咖啡因飲品為例

資料庫行銷透過顧客消費數據，可預測顧客未來購物行為能力，並擬定相應行銷策略；然其效果因企業對顧客價值掌握的程度而有所差異，若能更有效掌握顧客異質性及動態性，以給予適當標籤，將有助利提升行銷精準度。故對超級市場而言，在競爭激烈市場中，如何將顧客進行區隔，以對不同群體進行最適合的行銷活動更顯重要。眾多消費品項中，本研究將針對連鎖超市含咖啡因飲品作分析，主要原因為咖啡因提振精神之特性，以及此類飲品在臺灣飲用風氣盛行，包含咖啡、茶、可樂、巧克力牛奶和機能飲料等，而過去研究多針對連鎖業者或是單一公司作分析，因此本研究將以品項，對超市顧客購買含咖啡因飲品進行其依賴咖啡因之程度和穩定度作探討。本研究聚焦咖啡因飲品，包含咖啡、茶、可樂、巧克力牛奶和機能飲料飲品，運用消費者對咖啡因之依賴傾向(Customer Activity Index, CAI)和對咖啡因之交易穩定性(Customer Reliability Index, CRI)，輔以通路篩忠誠度以及品牌忠誠度，對 2009年與 2010年臺灣連鎖超市 5,986位基本資料和會員交易資料及咖啡因含量作分析；研究結果藉描繪顧客異質性和動態性，供行銷人員訂定銷售企劃之參考，譬如根據對咖啡因的活躍程度和穩定度之分群，擬出最適行銷方針或誘發消費者購買動機，以提供行銷策略建議與未來研究方向。

關鍵字

咖啡因；資料庫行銷；市場區隔；活躍性指標；忠誠度

並列摘要

Database marketing can forecast customers’ future shopping, and figure out correspondent marketing strategy via their spending data. However, the effectiveness depends on the company’s understanding of customer value. The accuracy of marketing strategy can be improved if the company can capture consumers’ heterogeneity and dynamic; by doing so, the company can give customers proper labels. Therefore, it is important for supermarkets to segment large customers for more appropriate marketing activities in a highly competitive market. Among lots of consumer products, the study focuses on the analysis of caffeinated drink in supermarket chains mainly due to the refreshing properties and prevailing trend in Taiwan, including coffee, tea, cola, chocolate milk, and spirits. Most researches emphasize the analysis of chain coffee stores or the single company in the past. Thereby, this study will explore the extent of caffeine reliance, stability of the tendency, and the loyalty of supermarket and the brand based on the caffeinated drink purchase by supermarket customers. The research focuses on the “Caffeinated Drink” category including coffee, tea, chocolate milk, and spirits. Using the customer activity index(CAI) and customer reliability index(CRI) on caffeine as models, plus loyalty of the supermarkets and brand, the study is to evaluate the database, 5,986 members information and transaction data, from a Taiwan supermarket chains from 2009 to 2010. The result is dedicated to capturing consumers’ heterogeneity and dynamic for the reference to marketing staff for setting sales plans, such as figuring out an optimal marketing campaign and increasing consumers' purchase motivation based on the CAI and CRI segmentation. Thereby, the study can offer marketing strategy recommendations and future research directions.