台北市和高雄市觀賞魚產品屬性與市場區隔之研究

Study on product attributes and market segmentation of ornamental fish in Taipei and Kaohsiung cities, Taiwan

劉開立(Kai-Li Liou)

指導教授 ： 葉信平

國立屏東科技大學/農學院/水產養殖系所/碩士(2008年)

https://doi.org/10.6346/NPUST.2008.00079

摘要

論文摘要內容：
本研究目的在於解析觀賞魚消費者行為之現況，以觀賞魚消費者為研究對象，調查了解消費者在購買觀賞魚時會注重哪些產品屬性，以觀賞魚產品屬性作為市場區隔的基礎，此探討期望能提供行銷策略的擬定，以利業者進行目標行銷的選擇。本研究採行問卷調查的方式，對觀賞魚消費者進行消費行為、產品屬性及人口統計等數據資料的收集，選定台北市和高雄市做為本研究區域，採用配額抽樣為抽樣方法，收集到了 500 份的有效樣本。先使用因素分析將資料予以簡化，再應用集群分析進行區隔，之後以單因子變異分析與卡方檢定等統計方法檢定各項研究假設。經因素分析共萃取出了六個產品屬性因素構面；集群分析區隔出了四個消費者群體。四點主要結果如下：
一、本研究成功的將觀賞魚消費者分成四個不同消費特性的群體，分別是群體一：飼養成本、群體二：價值健康、群體三：生態搭配、群體四：外觀價格。
二、在不同市場區隔中人口統計變數在性別上有顯著差異。
三、在不同市場區隔中消費行為變數有顯著差異。
四、在不同市場區隔中地理變數有顯著差異。
關鍵字：觀賞魚、產品屬性、市場區隔

關鍵字

觀賞魚 ； 產品屬性 ； 市場區隔

並列摘要

Abstract
The purposes of this study were to probe the reality of ornamental fish consumer behavior aiming at the ornamental fish consumers. The survey is to understand what product attributes of consumers would consider for purchasing ornamental fish and to use product attributes of ornamental fish as a base of market segmentation. The survey would hopefully contribute to the forming of marketing strategies which benefit the industry for choosing their adequate marketing strategy. The questionnaire was used to collect the consumer behavior, product attributes and demographic data of ornamental fish consumers. This study chooses Taipei and Kaoshiung cities as the study area. The simple quota sampling method is used to collect 500 effective samples. Factor analysis is employed for data reduction, then cluster analysis is applied for segmentation, and some statistical method, such as ANOVA , chi-squares are used to test the research hypothesis. By factoring analysis, six factors are extracted from product attributes variables and by clustering analysis, four consumer groups are separated out. The four major findings are:
1. This study has successfully separated these consumers into four groups: group 1- feeding cost; group 2- value and health; group 3- matching of ecology; group 4- appearance and prices.
2. The gender in the demographics variables in each market segment is significantly different.
3. Consumer behavior variables in each market segment are significantly different.
4. Geographical variables in each market segment are significantly different.

並列關鍵字

ornamental fish ； product attributes ； market segmentation

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