聯合分析法應用於消費者購買小包裝米市場區隔中最佳產品之研究

The Segmentation of Consumer Market of Small-Packaged Rice: An Application of Conjoint Analysis

曹欽瑋(Tsao Chin-Wei)

指導教授 ： 張少樑

亞洲大學/管理學院/經營管理學系碩士在職專班/碩士(2011年)

摘要

國人對米食的消費型態，已由單純滿足飽足需求轉型為對多元且精緻化的追求，而小包裝米因具有高品質、衛生乾淨、方便攜帶及包裝容量多元輕巧等特性，消費者可依個人或家人購買習慣、人數、烹煮頻率、食米口感偏好、健康多纖等需要而選購，已成為食米市場的趨勢。本研究運用聯合分析方法，首先篩選出消費者重視的小包裝米屬性；其次，依照各屬性之效用，進行市場區隔，並分析不同區隔市場的消費者偏好；最後，測量當產品屬性水準改變時，消費者願付價格的變化。
第一階段調查係於民國99 年11月26日至12月30日進行街頭訪問，總計回收問卷423份，其中有效問卷為383份；分析結果發現：受訪者最重視「產地」、「CAS臺灣好米標示」、「生產履歷」、「價格」等四個屬性。第二階段於民國100年1月13日至2月28日亦以分區街頭發放問卷方式進行，回收問卷共450份，其中有效問卷為402份；利用成份效用值為區隔變數，發現三個市場區隔，並分別命名為「愛國者」、「逐利者」和「重標者」，另外也分析出各區隔之屬性相對重要性以及各區隔之最佳產品組合。本研究之發現，應能提供經營者作為設計與規劃適當小包裝產品之參考，以擴展區域型小包裝米市場經營規模。

關鍵字

聯合分析 ； 市場區隔 ； 願付價差

並列摘要

Taiwanese consumption pattern of rice has been transforming from merely functional to the pursuit of more diverse and delicate. Owing to its nature of quality, hygiene, ease of carrying, and multiple selection in content and packaging size, small-packaged rice has been widely accepted by Taiwanese people. By adopting the methodology of conjoint analysis, this study screened at first the attributes valued most by consumers. Secondly, the market was segmented according to the utility of each attribute perceived by consumers, and consumer preferences was analyzed for each segments. Finally, changes in consumer willingness to pay were also measured for different levels of product attribute change.
The first stage of the investigation rolled out a total of 423 questionnaires, of which 383 were valid. It was found four attributes were most emphasized by respondents, including: origin of produce, CAS marker, production resumes, and price. The second stage of the investigation dispatched a total of 450 questionnaires, of which 402 were valid. Based upon the perceived value of utility, three segments were found and named as Patriots, Value Seekers, and Marker Seekers. Relative importance of attributes and the best attribute combination for each segment were also analyzed. The findings of this study should be helpful for practitioners in facilitating the product design and planning for small packaged rice.

並列關鍵字

conjoint analysis ； market segmentation ； willingness-to-pay

參考文獻

行政院農業委員會（2003），台北市，CAS 優良食品專刊。

行政院農業委員會（2003），台北市，台灣糧食統計要覽。

行政院農業委員會（2003），台北市，糧食供需年報。

行政院農業委員會農糧署（2004），台北市，糧食管理法。

行政院農業委員會農糧署（2004），台北市，糧食標示辦法。