嬰幼兒奶粉市場區隔與購買行為之研究－以藥局通路為例

由於台灣嬰兒出生率的逐年下降，使得台灣嬰幼兒奶粉產業進入了前所未有的激烈競爭當中。然而整體市場的萎縮卻限制了產業的發展，企業要想要提高市場占有率，就必須透過市場區隔的方法來瞭解目標市場的消費者行為，為不同市場區隔消費者量身訂定行銷策略，藉此吸引消費者，提高市占率。本研究針對全台前三大連鎖藥局進行調查，共發放440份問卷，有效問卷為340份。運用人口統計變數、生活型態變數與利益追求變數等三個主要區隔變數作為嬰幼兒奶粉市場區隔的基礎，探討每個市場區隔與消費者購買行為之間的關係。本研究實証結果發現如下：一、人口統變數中的教育程度、職業、家庭成員、地區、家庭月收入等區隔基礎與消費者購買行為間呈現顯著關係。二、生活型態區隔的五個主要構面因素為：傳統保守型、積極活躍型、樂觀規律型、浪漫中庸型、自由隨性型等，皆與消費者購買行為呈現顯著關係。三、利益追求區隔的六個主要構面因素為：產品功能、便利性、促銷及品牌形象、專業知識與服務、品牌熟悉度、自我象徵等，皆與消費者購買行為呈現顯著關係。

關鍵字

嬰幼兒奶粉；市場區隔；消費者行為

並列摘要

Owing to the effects of the continually decreasing birth rate, the competition of infant formula industry became more and more intense. But the market is continuing decay. How can the company get higher market share on this infant formula industry? The answer is “Market Segmentation”. Companies can get more detail information about consumer behavior through using market segmentation. They can make different but proper marketing strategies on different segments to satisfy target customers’ need. Using market segmentation can not only bring sales form customers but also improve market share of company. This study adopted three segmentation variances. It is included population segmentation variance, life style segmentation variance and benefit segmentation variance to distinguish consumer behavior. The results are presented as follows: 1. In population segmentation, education, career, family member, location and family monthly revenue are significantly related to consumer behavior. 2. Life style segmentation variance can be classified into five key factors: traditional style, aggressive style, optimistic and regular style, romantic and normal style, unrestrained style. These are significantly related to consumer behavior. 3. Benefit segmentation variance can be classified into six key factors: product function, conveniency, promotion and brand image, specialize know-how and service, brand familiarity, self-significant. These are significant related to customer behavior.