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Pilstl, Michaela. "Lifestyle market segmentation - efficiency and ethical issues." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-73795.
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Lifestyle market segmentation can be very supportive for a successful marketing strategy of a company. However it is not clear whether lifestyle market segmentation is efficient and ethical or not. Several market segmentation concepts such as Cross-Cultural Consumer Characterization, VALS, PRIZM NE, Mosaic, ConneXions NE and GfK Roper Consumer Styles are analyzed in order to give an extensive overview of the offered concepts. The observation of efficiency issues in regards to market segmentation comes to the result that there is a significant lack of empirical data and a shortage of determined factors which can improve market segmentation efficiency. Moreover, lifestyle market segmentation cannot be exclusively identified as ethically right or wrong, but depends on the individual ethical decision-making of a marketer.
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Stirling, Quinn Lee. "Market segmentation : critique and implications of consumer lifestyle fragmentation." Thesis, Manchester Metropolitan University, 2008. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.485326.
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Market segmentation lies at the core of many normative, strategic marketing initiatives, arguably facilitating the identification and satisfaction of an organisation's most profitable customers. Therefore, a central task for managers adopting a market segmentation strategy is to identify customers in a meaningful way, satisfy their requirements profitably,' and implement the segmentation concept in ways which provide manageable solutions. However, it is suggested that the increasing fragmentation of consumer lifestyles has, paradoxically, made market segmentation more difficult to implement in many contexts, leading some observers to question the effectiveness and efficiency of the approach. Furthermore, the uncritical acceptance of some of the broader assumptions underpinning a market segmentation approach also raises fundamental questions for the theoretical . foundations of the concept in mainstream .marketing discourses. In practice the response to managing consumer fragmentation has seen an increased popularity of segmentation approaches based on behavioural characteristics, and arguments in the marketing literature highlight a requirement for scholarly research to focus on the so-called theory versus practice deba~ in market segmentation. In this thesis epistemological considerations are described as a reflective process from which the methodological stance was developed. Dominant paradigms in segmentation research are therefore interrogated, alongside commentaries which critique them, before outlining how a social constructionist standpoint informs an appropriate methodological direction. Moving beyond these abstract debates, the adoption of a sensemaking perspective facilitates an evaluation of managerial accounts in a manner consistent with utilising social constructionist thinking in empirical research. The UK apparel retailing sector provides an illuminating empirical context in which to locate the research problem. The research demonstrates sensitivity towards arguments calling for a more modest form of engagement with the marketing discipline and its representations of the everyday practices of managers. Dialogues have been maintained, primarily through key informant interviews, within data consultancies and apparel retailers, in order to examine how managers develop and make sense of market segmentation in practice. This thesis makes a number of contributions. First, it offers an original qualitative insight into managerial constructions of market segmentation in practice. Second, it extends critical debates in marketing by introducing and applying a social constructionist perspective to the segmentation debate. Finally, the key informant interviews are presented as narratives in order to make sense of managerial accounts pertaining to uses of segmentation. In doing so, the research answers calls for a more comparative perspective on marketing through the integration of a multi-disciplinary approach. This work offers a first step in developing critical perspectives in market segmentation research and indicates an alternative direction for further research based on this inquiry.
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NOVOSEL, BENJAMIN RYAN. "SUBURBAN LIFESTYLES." University of Cincinnati / OhioLINK, 2003. http://rave.ohiolink.edu/etdc/view?acc_num=ucin1053379308.
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Böhmová, Veronika. "Segmentation of young people." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-17354.
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My thesis deals with clothing habits of young people. The first part descibes the process of market segmentation, the second part abou the lifestyle of young people and about their clothing habits. I used a questionaire and with the help of PASW Statistics I revaled four segments.
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James, Alexandra Michelle. "Using Lifestyle Segmentation to Develop Lodging Packages for Staycation Travelers: An Exploratory Study with College Students." Kent State University / OhioLINK, 2014. http://rave.ohiolink.edu/etdc/view?acc_num=kent1415874463.
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Strunová, Milena. "Segmentace v sociálním marketingu: Aplikace na kampani proti nadměrné konzumaci alkoholu." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-150071.
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The aim of the thesis is the segmentation of the Czech population which is serviceable in social marketing, specifically for creation of social program with the theme of responsible consumption of alcohol. It is based on a segmented group's approach to alcohol and furthermore the segments are profiled according to their lify style. First of all in the theoretical part of the thesis there is explained why it is important to pay attention to the issue of alcohol consumption in the Czech republic and what kind of consequences of increased alcohol consumption can have for individuals, society and the state. Subsequently it is described in which programs associated with the problem of alcohol already the state was involved. Later on the segmentation in social marketing is characterized and there are explained the approaches which are used in it. In the practical part through the analytical program Data Analyzer the segmentation is performed using database of data MML - TGI provided by Median. In the segmentation there were used demographic, geographic, and especially life style criteria for detailed profiling of all segments. Segmentation outputs can be used by non-profit organizations or the National Drugs Coordinator in creating a social program, of which theme is the responsible consumption of alcohol.
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Goldberg, Roland Henry. "Determining consumer ethnocentrism and lifestyle among Black Diamonds in Sandton / Goldberg, R.H." Thesis, North-West University, 2011. http://hdl.handle.net/10394/7003.
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The combined study of consumer ethnocentrism and lifestyle is a unique approach that marketers can use to determine consumer buying behaviour and to refine market segmentation. In particular, marketers need to study consumer buying behaviour and examine the main influences regarding what, where, when and how consumers buy, as this knowledge will allow marketers to predict how consumers make their purchase decisions and how they will respond to various marketing strategies. A better understanding of the buying behaviour of consumers in a prospective market segment will help marketers to devise more effective marketing strategies for targeting consumers in the particular market segment they wish to pursue, and therefore, market segmentation is an extremely useful marketing tool. The Black Diamond consumer segment in South Africa has been receiving heightened attention from marketers recently due to the increasing purchasing power of this segment, and therefore it is necessary for marketers to gain a more profound understanding of these consumers so that they will be able to address Black Diamonds' specific needs, wants and preferences. This will assist marketers to devise marketing strategies that target the Black Diamond segment more effectively. The primary objective of this study was to determine consumer ethnocentrism and lifestyle among Black Diamonds in Sandton. This objective was addressed by using an adapted version of the Consumer Ethnocentrism Scale (CETSCALE) to measure the level of consumer ethnocentrism among Black Diamonds and by determining the lifestyle of this group by using the activities, interests and opinions (AIO) approach to measure the levels of six lifestyle dimensions, namely fashion consciousness, self–consciousness, health consciousness, homemaking, community orientation, and cost–consciousness. Based on literature consulted, an interviewer–administered questionnaire was developed and distributed to Black Diamond consumers by five fieldworkers in the Sandton area, in the city of Johannesburg, in the Gauteng province. Convenience and judgement sampling (non–probability sampling methods) were used and a total of 200 respondents participated in this study.
The validity and reliability of the adapted version of the CETSCALE used in the questionnaire to measure the level of consumer ethnocentrism of respondents, as well as the six batteries of statements used to measure the levels of the respective lifestyle dimensions, were determined by means of factor analysis. The results indicated that consumer ethnocentrism is moderately high among respondents. Furthermore, moderately high levels of fashion consciousness, self–consciousness, health consciousness and cost–consciousness were found among respondents. Low levels of interest were established in homemaking activities and community orientation. It was found that various underlying relationships exist between consumer ethnocentrism and lifestyle dimensions of respondents, specifically between the lifestyle dimensions of health consciousness, homemaking and community orientation. It was further found that significant differences exist between the perceptions of respondents toward consumer ethnocentrism and the lifestyle dimensions in terms of their diverse age categories. It is recommended that marketers should stress product attributes, benefits, and superior aspects of the product by underplaying the product's country of origin, in light of the high level of consumer ethnocentrism prevalent among Black Diamonds. Furthermore, it is recommended that marketers and organisations should adapt and modify their current marketing strategies in order to appeal to the various lifestyle dimensions of Black Diamonds, specifically focussing on the higher levels of fashion consciousness, self–consciousness, health consciousness and cost–consciousness among Black Diamonds, whilst underplaying homemaking and community orientation. By considering consumer ethnocentrism and lifestyle, and realising that these factors affect the buying behaviour of Black Diamonds, marketers will be able to develop effective marketing strategies that will allow them to target the Black Diamond consumer segment more effectively and efficiently. Recommendations for future research include examining consumer ethnocentrism and lifestyle among Black Diamonds in a wider geographic area, drawing a larger sample size from the target population, and being more selective with regard to the respondents included in the study, in order to ensure that the most appropriate respondents do indeed form part of population under scrutiny. Furthermore, in order to improve the validity of the study, future research could be conducted by incorporating more qualitative forms of research such as focus groups and interviews. In addition to the six lifestyle dimensions that were measured in this study, a wider range of lifestyle dimensions can be measured in future research.Thesis (M.Com. (Marketing Management))--North-West University, Potchefstroom Campus, 2012.
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Kubešová, Jana. "Zdravý životní styl a český spotřebitel." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-114394.
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This thesis is focused on healthy lifestyle. It concentrates specifically on impact on human health and which lifestyle lives Czech population. This work summarizes the principles of helathy lifestyle and reveals lifestyles of Czech people with market segmentation and MML-TGI data in the practical part. This can help firms in targeting and addressing people within healthy lifestyle.
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Pavlišin, Dominik. "Druhy a značky alkoholických nápojov ako výraz osobnosti." Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-199580.
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Thesis focuses on describing the consumer behavior on the alcoholic beverages market in the Czech Republic. In addition to quantitative analysis, which uses the MML - TGI data from Median Ltd., thesis also includes qualitative research with further analysis of selected segments. Based on the findings from analysis, recommendation for creating a new alcoholic beverage is made according to lifestyle of the consumer.
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Pereira, Marta Bustorff Dornellas Azevedo. "Plano de marketing para o vinho em copo "Split"." Master's thesis, Instituto Superior de Economia e Gestão, 2015. http://hdl.handle.net/10400.5/10467.
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Mestrado em MarketingEste projeto tem como objetivo desenvolver um plano de marketing para a Split, um produto inovador na indústria do vinho que permite um consumo prático, num formato totalmente reciclável, inquebrável e portátil para locais onde o consumo é legalmente proibido ou dificultado por razões logísticas. O enfoque deste plano está na identificação do target da marca, na possibilidade de se implementar uma estratégia de co-branding e, por último, identificar novos canais de distribuição. A metodologia utilizada foi o Action Research o que permitiu uma relação de proximidade com a empresa. Simultaneamente, foram recolhidos dados primários e secundários. Numa primeira fase, foi concebida uma entrevista a um colaborador da empresa Vinko e, posteriormente, realizou-se um inquérito para identificar o target, através da segmentação por estilo de vida de Trent & Bruwer (2003). O inquérito foi também utilizado para responder às questões de investigação referentes à estratégia de co-branding e aos novos canais de distribuição. Por último, foi desenvolvido um focus group com enfoque no target da marca e na identificação de novos pontos de venda. Conclui-se que o target da marca é o Enjoyment oriented, social wine drinker, e que o co-branding é uma estratégia a aplicar com outras marcas de vinho também identificadas. A nível de canais de distribuição, foram propostos pelo target novos pontos de venda: festivais, restauração em mercados e bares. O desenvolvimento deste plano considerou as ameaças e oportunidades do mercado nacional e as ações propostas estão em consonância com o novo posicionamento: SplitWine, Split the moment!
The main goal of this project is to develop a marketing plan for Split - an innovative product that allows a practical consumption of wine in a fully recyclable, unbreakable and portable format for places where consumption is legally forbidden or, due to logistics, becomes difficult. This plan focuses on the identification of the brand target, the possibility of implementing a co-branding strategy and, finally, on identifying new distribution channels. The leading methodology used for this project was Action Research, which allowed a closer relationship with the company. Both primary and secondary data were collected simultaneously. At a first stage, an interview to a Vinko employee was carried out and after, it was developed a survey, not only to identify the Split target, based on Trent & Bruwer (2003) lifestyle segmentation, but also to answer research questions related with co-branding strategy and new distribution channels. Finally, it was developed a focus group focusing on the brand target and new points of sale. To sum up, one could conclude that the brand target is Enjoyment oriented, social wine drinker and that co-branding is a strategy that should be applied with other wine brands, also identified. For distribution channels, points of purchase were also proposed by the target which vary between bars, restaurants in refurbished markets and festivals. Note that the development of this marketing plan took into account domestic market threats and opportunities, and that the proposed actions are in line with the new positioning: SplitWine, Split the moment!
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Finotti, Marcelo Abib. "Contribuições ao estudo dos estilos de vida: comportamento de compra e uso de crédito." Universidade de São Paulo, 2009. http://www.teses.usp.br/teses/disponiveis/12/12139/tde-10092009-111233/.
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Esta tese trata de uma das formas de Segmentação de Mercado mais recentes no campo do consumidor individual: a Segmentação por Estilos de Vida (ou Segmentação Psicográfica). Seu objetivo principal foi o de verificar sua aplicação, enquanto capaz de separar grupos com comportamentos mercadológicos distintos. Para tanto, como primeiro passo, foi feito um levantamento bibliográfico do conceito buscando entendê-lo, desde sua origem, nos campos da psicologia e da sociologia, até a sua aplicação no estudo do Comportamento do Consumidor e da Segmentação de Mercado. Visando testar sua efetividade, o passo seguinte foi elaborar e executar uma pesquisa de campo com uma população homogênea sobre a qual dispúnhamos informações de comportamento real. A partir de um questionário elaborado especificamente para essa finalidade, um piloto foi realizado junto a uma população demograficamente homogênea: 2.200 chefes de família do Estado de São Paulo. Segmentos foram separados a partir das informações psicográficas levantadas e estes comparados com informações de comportamento real disponibilizadas por um Bureau de Crédito (Serasa Experian). Os resultados indicam o potencial de uso das informações psicográficas (Estilos de Vida) para a segmentação de mercado, complementando o uso das informações demográficas, uma vez que foram verificados comportamentos diferenciados entre os segmentos encontrados.This doctoral thesis is about one of the most recent ways of market segmentation for final consumers: Lifestyle Segmentation (or Psychographic Segmentation). Its main objective was to verify its utility, while it is able to separate groups with different market behaviors. To reach that, as a first step, it was made a bibliographic survey, searching understand the concept, since its origins, at psychology and sociology fields, to its application at Consumer Behavior and Market Segmentation Studies. In order to test its utility, the next step was to elaborate and execute a research fieldwork in a population homogeneous demographically, about what, we could reach real behavior information. Using a questionnaire specifically elaborated to this end, a pilot was realized in a population homogeneous demographically: 2.200 male heads of families, that resides at São Paulo State. Segments were separated using psychographic information and compared with real behavioral information, served by a Credit Bureau (Serasa Expérian). The results indicates the potential use of the psychographic (lifestyle) information at the market segmenting, complementing the use of the demographic information, once it was verified different real behavior between the found segments.
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Melo, Daniela de Castro. "O mercado maduro nas cidades de Uberlândia e Uberaba: uma contribuição ao estudo da segmentação de mercado." Universidade Federal de Uberlândia, 2008. https://repositorio.ufu.br/handle/123456789/12045.
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The world has been ageing fast. In the major of the countries, mature consumers grow faster
than ever before. There are two reasons to explain this: first is the increase of life expectance
and on the other hand, the decrease of born ratio. The combination of these two facts has
produced a gray planet. Learning how to deal with this will be a challenge in the next decades,
once the mature market is attracting the attention of both academic researchers and
businessmen all around the world due to their importance as a consumer group. A strong
characteristic of this group is its heterogeneity, that suggests the existence of several
important subgroups for marketers. This study employs a segmentation technique based upon
lifestyles, purchase behavior and demographics characteristics to subdivide the consumer
market composed of people aged 49 plus living in the Uberlândia and Uberaba, important
cities in Minas Gerais State. The analysis of the data sample was based on multivariate
statisticals techniques. Factor Analysis was used to identify the major important groups of
variables that compose the purchase behavior and the lifestyle of mature consumers. Then,
Cluster Analysis was applied to identify and to characterize the segments. Results indicated
the existence of five clusters: elderlies reserved, retirees not worried, secure workers,
balanced active, well-educated youngers. This study contributes to the knowledge of the
mature consumer, helping future researches about this subject. Besides, it provides
information to marketers directing and positioning their products, better fitting them to the
lifestyle and purchase behavior of the mature market.O mundo passa hoje pela maior revolução demográfica de sua história. Em um grande número de países, a proporção de consumidores mais idosos cresce a um ritmo jamais visto no passado. O envelhecimento é fruto do aumento da expectativa de vida e da queda na taxa de natalidade: a combinação desses dois fenômenos está produzindo um planeta grisalho. Aprender a lidar com este fato é um dos grandes desafios nas décadas que vêm pela frente, pois o mercado maduro vem atraindo a atenção de pesquisadores e de homens de negócios em todo o mundo por conta da crescente importância que vem assumindo como grupo consumidor. Uma das mais fortes características desse grupo é sua heterogeneidade, o que faz supor a existência de diversos subgrupos de importância para marketing. Assim, o presente trabalho adota a segmentação segundo perfis de estilos de vida, comportamentos de compra e características demográficas para subdividir o mercado dos consumidores com mais de 49 anos de idade residentes nas cidades de Uberlândia e Uberaba - MG. Com uma abordagem quantitativa, foram utilizadas técnicas estatísticas multivariadas para analisar os dados levantados junto a uma amostra desses consumidores. A Análise Fatorial foi utilizada para identificar as variáveis mais representativas do comportamento de compra e estilo de vida dos consumidores maduros. Posteriormente, a Análise de Agrupamentos permitiu separá-los em clusters, identificando-se cinco segmentos: idosos reservados, aposentados despreocupados, trabalhadores seguros, ativos equilibrados e jovens instruídos. Este estudo aprofunda o conhecimento do consumidor maduro nas cidades de Uberlândia e Uberaba, contribuindo para futuras pesquisas, além de proporcionar às empresas informações para melhor direcionar e posicionar seus produtos aos consumidores maduros, segundo seu estilo de vida e comportamento de compra.
Mestre em Administração
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Kuncová, Jana. "Životní styl - předmět výzkumů a kritérium segmentace." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-4857.
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The thesis considers lifestyle with emphasis on its applicability in marketing practices. The first part characterises the social research projects that took place recently in the Czech Republic. The second part concentrates on the principles and methods of market segmentation, followed by an example of financial market segmentation based on features of lifestyle. The final part contains recommendations related to marketing strategies towards chosen segments.
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Altawail, Ghassan Mohammed. "Gender segmentation and its implementation in Saudi Arabia." CSUSB ScholarWorks, 2003. https://scholarworks.lib.csusb.edu/etd-project/2281.
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The purpose of this project is to gain a better understanding of gender segmentation strategy possibilities in the Kingdom of Saudi Arabia. The findings from this survey graphically illustrate and statistically demonstrate some critically important information about the consumer demographics, needs, and behaviors of the targeted female Saudi shopper.
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Persson, Li, and Green Salmonson Sigrid. "An Alternative Path to Customer Analysis : A qualitative case study with the aim to investigate the paradigm of segmentation and an alternative path to enhanced customer analysis." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Marketing and Logistics, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-44149.
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Problem: The concept of marketing segmentation was introduced over 60 years ago and have been a central element in the process of conducting customer analysis since then. However, it has barely been criticized. Consequently, companies have constructed their communication strategies upon segmentation criteria’s with the belief of it being the most effective alternative. As digitalization has changed the way in which information is retrieved and the way people communicate with one another, the customer analysis process should be adapted accordingly. Purpose: This study aimed to explore how customer analysis is performed by professionals in the marketing field today and identify which factors professionals find essential when communicating with their target audience. Method: To fulfil the purpose of this research and answer the research questions, a qualitative research approach with a case study was conducted. Semi-structured interviews with eight Swedish professionals in the field of marketing was held in the empirical data collection process. Conclusion: The analysis of the interviews showed that there is an understanding of new perspectives when conducting customer analysis among professionals today. Furthermore, acknowledgments were made that for marketing communication to be effective, changes in customer demand and individuals life context should be taken into account. Based on these results, we conclude that segmentation criteria’s might be less relevant when identifying prospects and communicating with target audiences today. Moreover, companies should become familiar with their customer's preparatory understandings, as this premise could be used as a complement to segmentation when identifying prospects and performing effective marketing communication.
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Tomanari, Silvia Assumpção do Amaral. "\"Segmentação de mercado com enfoque em valores e estilo de vida (segmentação psicográfica) - um estudo exploratório\"." Universidade de São Paulo, 2003. http://www.teses.usp.br/teses/disponiveis/27/27148/tde-20082004-142810/.
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O presente estudo aborda, em nível exploratório, a Segmentação de Mercado com enfoque na Segmentação Psicográfica, tendo como objetivos principais: explorar e clarificar o conceito de Segmentação Psicográfica, contribuir para o crescimento do conhecimento mercadológico brasileiro e oferecer um material de referência sobre Segmentação de Mercado e Segmentação Psicográfica. Para tanto, foram analisados estudos realizados no Brasil e no exterior, suas origens e evolução, suas características e conceitos, assim como uma possível necessidade de se desenvolver um grande estudo psicográfico nacional. Mais especificamente, foram abordados: o conceito de Segmentação de Mercado, as bases para segmentar (principalmente a base psicográfica), o desenvolvimento histórico dos estudos psicográficos, a diferença entre Segmentação Psicográfica e Segmentação por Estilo de Vida, a diferença entre Segmentação Psicográfica e Perfil Psicográfico, a diferença entre Segmentação Psicográfica Geral e Específica, a metodologia deste tipo de segmentação e suas características e utilizações nos diversos países onde tem sido empregada. O trabalho de investigação contou com duas etapas: um Estudo Teórico-Documental, etapa em que se procedeu com uma revisão bibliográfica e análise dos dados obtidos por meio desta, e uma Investigação Empírica, etapa em que foram realizadas entrevistas com profissionais de empresas, institutos de pesquisa e agências de publicidade. Dentro do caráter exploratório do presente estudo, foi possível delinear um conjunto de dados e informações que permitem conclusões preliminares. Entre elas, a de que a prática da Segmentação Psicográfica no Brasil ainda é pequena se comparada aos Estados Unidos e aos países europeus. Isto se deve, em grande parte, ao reduzido número de publicações nacionais sobre o assunto. Nesse sentido, o presente trabalho deve servir como ponto de partida para a realização de outros estudos, na medida em que aponta caminhos para o aprofundamento deste tema tão complexo e, ao mesmo tempo, tão importante.The present study approaches in an exploratory level the Marketing Segmentation focused in Psychographics. By making information on Marketing Segmentation available, this study proposes to explore and to clarify the concept of Psychographic Segmentation, contributing in this sense to the advance of the knowledge in Brazilian marketing. The reader will follow analysis and discussions on pshychographic studies carried out in Brazil as well as overseas; their origins and development; their concepts and characteristics; the possible demand for the development of a major Brazilian psychographic study. In particular, the present work includes the concept of Marketing Segmentation, the bases to segment (the phychographic bases mainly), the historic development of Pshychographics; the differences between Lifestyle and Psychographics; the differences between Psychographic Segmentation and Profile; the differences between General and Specific Psychographic Segmentation; the methodology used in Psychographic Segmentation; its characteristics and uses in the different countries where it has been employed. The study had two phases: the first was mainly theoretical, in which the specialized literature had been critically reviewed; the second was an empirical investigation, in which marketing, research and advertising professionals had been interviewed. Within the exploratory context of the present study, a set of data has been organized so that preliminary conclusions have been drawn. Among them, it has been concluded that Psychographic Segmentation is a relatively unusual practice in Brazil compared to the United States and European countries. One reason for that is the major lack of publications on this matter. In this sense, the present study may be a start point to further investigations, since it indicates paths for going deeper into the knowledge in Psychographics, a so complex yet so important subject matter.
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Jadczaková, Veronika. "Evaluation and Analysis of Questionnaire - Lifestyle Segmentation." Master's thesis, 2010. http://www.nusl.cz/ntk/nusl-89067.
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"Lifestyle segmentation of females in fashion purchase behaviour." Chinese University of Hong Kong, 1991. http://library.cuhk.edu.hk/record=b5886837.
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by Tse Po-shing, Andy.Thesis (M.B.A.)--Chinese University of Hong Kong, 1991.
Bibliography: leaves 57-59.
EXECUTIVE SUMMARY --- p.i
ACKNOWLEDGEMENT --- p.ii
TABLE OF CONTENTS --- p.iii
LIST OF APPENDICES --- p.iv
CHAPTER
Chapter I. --- INTRODUCTION --- p.2
Chapter II. --- RESEARCH RATIONALE --- p.3
Statement of the Program --- p.3
Programme Strategy --- p.3
Assumptions and Hypothesis --- p.3
Target Population --- p.5
Chapter III. --- LITERATURE REVIEW --- p.6
Segmentation --- p.6
Lifestyle --- p.9
Lifestyle Segmentation --- p.11
Fashion Research --- p.13
Chapter IV. --- BACKGROUND INFORMATION ON HONG KONG --- p.16
Demographics of Hong Kong Females --- p.16
Hong Kong's Market for Apparel --- p.18
Lifestyle Study in Hong Kong --- p.20
Chapter V. --- RESEARCH METHODOLOGY --- p.21
Sampling Procedure --- p.21
Instrument --- p.22
Measures --- p.23
Chapter VI. --- RESULTS --- p.27
Factor Analysis --- p.27
Cluster Analysis --- p.32
Demographics --- p.33
Chapter VII. --- DISCUSSION --- p.34
Cluster I: Followers --- p.34
Cluster II: Leaders --- p.35
Cluster III: Realists --- p.36
Cluster IV: Uninvolved --- p.37
Chapter VIII. --- CONCLUSIONS AND RECOMMENDATIONS --- p.39
Conclusion --- p.39
Recommendation --- p.39
Chapter IX. --- LIMITATION --- p.41
Chapter X. --- APPENDICES --- p.42
Chapter XI. --- REFERENCES --- p.57
LIST OF APPENDICES
Chapter APPENDIX 1: --- English Version Questionnaire --- p.44
Chapter APPENDIX 2: --- Chinese Version Questionnaire --- p.49
Chapter APPENDIX 3: --- Figure and Table --- p.52
Figure 1 --- p.52
Table 1 --- p.53
Table 2 --- p.55
Table 3 --- p.56
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曾耀漢. "The lifestyle analysis for market segmentation of internet shopping." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/54452796200670168659.
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Fu, Shih-Hao, and 傅士豪. "Marketing Strategies for Functional Food Using Lifestyle as Segmentation Variables." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/83138825848819605091.
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碩士國立屏東商業技術學院
行銷與流通管理系
97
Aging population are faster today, the concept of healthy has been noted by human, functional food industry has also been advocated by government. This study attempted to offer a marketing strategy suggestions from the result of using lifestyle variable to be segment variable to discover differentiation of consumer buying decision. A survey was conducted in north, west and south areas, and a total of 317 valid questionnaires were collected. Based on factor analysis and cluster analysis, lifestyle variable was classified into three clusters: including“normal care of healthy”, “care for healthy information” and “smart-buying with plans”etc.. Then, three clusters were analyzed by variance analysis with EKB model. Base on Categorical Data Analysis to understand clusters’characteristic. The results show two of three clusters are different with “need recognition”, “information search”, “alternative evaluation” and “evaluation after buying”, but only a indifference with buying channel. According the results, two clusters, “alternative evaluation” and “evaluation after buying”are the marketing segment variable, and offering marketing strategy suggestions for each target market.
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Kuo, Tien-I., and 郭恬宜. "A Study of Consumer Lifestyle and Market Segmentation of Domestic Automobile." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/00591982555331692261.
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碩士淡江大學
國際貿易學系國際企業學碩士在職專班
96
Car has been one of the most convenient transportation ways since 1886. The longer people stay in the car, the more frequently they use it. Car is not only a transportation vehicle, but also a new lifestyle we have. In the past years, pricing was the most powerful competitive strategy in the automobile market. However, in order to differentiate from competitors, car vendors have to investigate the attributes, lifestyle, hobby and characteristics of family of consumers, segment markets and targeted groups of consumers and design. This study is to segment the domestic automobile markets according to lifestyle variables of various consumers. By using demographic variables to explore consumer behaviour of domestic automobile consumers, we will test the significant differences in various lifestyle groups. There are total 629 copies of complete questionnaire collected in northern Taiwan. This thesis adopts major statistical methods including Descriptive Statistics Analysis, Factor Analysis, Cluster Analysis, Discriminant Analysis and X2 Analysis to analyze. Cluster Analysis was carried out to divide domestic automobile consumers into three clusters, namely, “cluster of family discipline”, “cluster of external-control behavior” and “cluster of social energetic”. According to the main findings of this study, it shows that the demographic variables such as age, marriage status, occupation and average income have significant differences. Finally, this thesis proposes competitive product marketing strategies based on different characteristics of market segmentation to be reference when domestic car vendors shape their marketing strategies.
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Hsu, Chang-Ten, and 許章騰. "The Study of Consumer Behavior Researches and Market Segmentation In Medicine Cosmetic Industries－ Market Segmentation by lifestyle Model." Thesis, 2006. http://ndltd.ncl.edu.tw/handle/b3br7d.
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碩士銘傳大學
管理學院高階經理碩士學程
94
The study is intend to explore the relationships consumer characteristic, buying behavior, population statistical and values in medicine cosmetic industries. It adopted quota simply, which based on the flow of customers in case studies of clinics over a period of 543 effective samples were collected and analyzed in quota sampling. This use the lifestyle criterion by which to segment a market of clusters, and according to the segmentation enable a firm to determine and analyze where the main goal lies within its market by Classification and Regression Tree way. The study suggestion that, marketing strategy involves devising and executing plans for product, adverting, promotion and distribution, would increase and improve medicine cosmetic industries sales performance.
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Wei, Jung-Shan, and 魏榮杉. "Study on Lifestyle Segmentation of Men’s Suit Market in Great Taipei Area." Thesis, 2003. http://ndltd.ncl.edu.tw/handle/04001326830869178573.
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碩士輔仁大學
織品服裝學系
91
ABSTRACT Study on Lifestyle Segmentation of Men’s Suit Market in Great Taipei Area （Total pages: 94） AUTHOR：Jung-Shan Wei SUPERVISOR：Dr.Hsu Ta-Kuang DEGREE：MS Textiles and Clothing Fu Jen Catholic University Gradate Institute of Textiles and Clothing: Textiles and Fashion Business and Consumer Studies Section DATE OF GRADUATION：July 30, 2003 KEY WORDS：Men’s Suit, Consuming Behaviors, Lifestyle The domestic consuming market for men’s suit is getting more and more competitive these years. Many world-known international brands have been introduced into Taiwan market one by one. In addition, men in Taiwan start to be concerned more about formal office wear and personal look, people pay more attention about how to dress to accompany with personal appearance. New distribution channels such as the rise of clothing wholesales and mail orders are booming. Therefore, based on above reasons, the research expects to stress on general investigation of the Taiwan consuming behaviors and lifestyles for men suits’ market segmentation. According to the research, Men’s lifestyle can be segregated into, (1) Occasional-fashion-chaser group, (2) Apparel-Fixture group, (3) Fashion-with-a-taste group, and (4) Home-casual group. The result of research findings, the general population of the four groups varies on their occupations, education levels, average incomes, and etc. The four groups have fundamental differences on selecting product characteristics of material categories, texture senses, colors, texture’s weaving method, store’s atmosphere, in store sales person’s introduction and explanation, well-decorated store, and unfit merchandise exchange, etc. On the part of information sources which constitute people mouths spreading, four groups have noticeable differences on number of days worn, preference on particular brand, purchase timing, and price sensitivity.
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Chien, Chieh-Ying, and 簡婕穎. "A Study of Consumers Lifestyle and Market Segmentation on Taiwan Energy Refrigerator." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/cvdfmq.
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碩士淡江大學
國際商學碩士在職專班
102
This study tries to explore the influence factors of marketing standpoint, such as lifestyle, market segmentation, demographic variables and other factors, for Taiwanese domestic produced refrigerators. Through questionnaires conducts and collections in persons and after deducting partially invalid questionnaires, this study collects 416 valid questionnaires. This study employs the methods of the number of times, factor analysis, reliability, and cluster analysis to investigate whether consumers can be separated in lifestyle to the purchase of domestic produced refrigerators in the purchase decision making process. Our results may be useful in the formulation of marketing strategies when business decided to target market segments and finally developed marketing strategies in order to provide industry reference and to develop marketing strategies in the future. Through the analysis of hypothesis testing of this study, the result of our analysis shows that the volume has no significant difference. The result recommends that undifferentiated marketing is the best strategy. Based on the results of this study, we conclude the following three proposals: First, by expanding the scope of the study, one can do a nationwide survey, and understanding consumer groups outside the greater Taipei area, such as office workers, housewives and other sectors of society, in order to develop a full range of winning marketing strategies; Second, the extension of the research framework, one can increase brand attitudes and opinions to explore research and innovation factors or domestic appliance industry considerations; Third, one can increase the measure of comprehensiveness.
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Ching-Syh, Shau, and 許慶賜. "A study on the lifestyle and segmentation of mobile phone''s useers." Thesis, 1993. http://ndltd.ncl.edu.tw/handle/80583400428584311601.
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碩士淡江大學
管理科學研究所
81
Mobile phone has gradully been become one of better personal communication instruments. To analysis the segmentation of Taiwan managers market, media consumer behavior ,lifestyle, demographic and evaluative criteria, betwwen and among different submarkets, this study was to design to make a survey by mailing questionaires, using system random sampling method to sample the sampless. Then going ahead study the patient market. Finally, we hope these findings could help firms to choose adequate marketing strategy. From this study we found: 1.in regard to demographics, the marriage, income and years of manager between 4 submarkets were significantly different; 2.in regard to evaluation criteria, the social class revealed, opration functions and the term of battery between 4 sub- markets were significantly different; 3.the populative rate of mobile phone between 4 submarkets was significantly different; 4.the intensive to purchasing mobile phone in the coming year between 4 submarkets was significantly different.
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Xu, Qing-Si, and 許慶賜. "A study on the lifestyle and segmentation of mobile phone''s users." Thesis, 1993. http://ndltd.ncl.edu.tw/handle/82640246181852632154.
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Chao, Hung-Yen, and 趙泓諺. "The Study of Market Segmentation of Consumer’s Vacation Lifestyle and Price Sensitivity." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/86680704658049135085.
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碩士中國文化大學
觀光休閒事業管理研究所
95
The purpose of this study was to investigate the consumer behavior of Group Package Tour (GPT) in Japan, discusses GPT consumer’s vacation lifestyle and price sensitivity when they are traveling to Japan. It helps us to divide them into different markets and to submit marketing suggestions to travel agencies. After literature reviewing and questionnaire designing, we got 374 questionnaires. We analyzed consumer behavior of GPT through factors and cluster analyzed. Vacation lifestyle variables were employed to segment the consumer after being factor and cluster analyzed. Moreover, the entire consumer of GPT can be partitioned into three segments, including “self-actualization”, “maturity and moderate”, and “conservative concept”, to discuss the characters and differences among vacation lifestyle, price sensitivity, tourist activity, and demographic variables. The result pointed out that “self-actualization” consumers have the highest price sensitivity, they are glad to participate in preferential activities, so travel agencies should use the “lower-cost” strategy and plan journeys with more elasticity. Then, “maturity and moderate” consumers who value the balance among working, leisure activities, and health, care about the correlation between price and worth very much. The contents of journey are allowed to be a little more luxury, but it must be excellent quality and reasonable price. “Conservative concept” consumers who, used to rely on the same traveling agency, seldom care for the price, have the lowest price sensitivity, so the “group tour arranged through the travel agency” and “half-free style tour” are the best choice for them. Effective marketing strategies were developed specifically to each of the three segments of consumer. The result of this study not only provides references to travel agencies, but also proposes suggestions to tourist superintendent organizations for drawing up better policies and assisting traveling agencies to improve tourist service quality.
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Hsu, Chao-Chun, and 許超群. "The Market Segmentation for Leisure Farm in Pingtung – by Using Vacation Lifestyle." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/74259419209490714204.
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碩士國立屏東科技大學
農企業管理系
93
As the rapid development of economy and society, and the conversion of citizens’ behaviers of leisure tourism which was promoted by the “two day off weekly” policy, leisure agricultural tourism that combine with natural landscapes, agricultural resources and regional cultures will become an important mode of leisure tourism. Pingtung is a large agricultural county. While developing leisure farms, first of all, we need to grasp the characteristic of each consumer group. Then we can decide the marketing strategy to achieve the objective of attracting tourists. This research based on vacation lifestyle segment variables and the theory of consumer behavior, and investigates the market segmentation and consumer behaviors of leisure farms’ tourists in Pingtung. By surveying the tourists in leisure farms with questionnaires, we tried to obtain information about tourists’ vacation lifestyle, demographic variables, consumer behaviors and consumption decision data. The researcher selected five farms, including Jin Shan leisure farm in Gaoshu Township, Bao Li leisure farm in Checheng Township, Ever Spring ECO-Farm, Stony Brook Kengting Nature Farm and Birdrings Ecological Family Ranch in Hengchun Township. Convenient sampling method was used. The survey was conducted during March to May of 2005, and the number of valid questionnaires were 326. The major findings of this study are as follows： 1.Tourists of leisure farms in Pingtung could be classified as three groups：away-from-routine group, family-weekend-tourism group and unusual-vacation-lifestyle group. 2.These three groups have conspicuous difference and relevance on demographic variables, consumer behaviors and consumption decisions.
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Lopes, Andreia Maria da Silva Carrilho Duarte. "Finding new opportunities in the Lisbon market through Whitaker consumer lifestyle segmentation." Master's thesis, 2015. http://hdl.handle.net/10362/15580.
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A sample of 445 consumers resident in distinct Lisbon areas was analyzed through direct observations in order to discover each lifestyle’s current proportion, applying the Whitaker Lifestyle™ Method. The findings of the conducted hypothesis tests on the population proportion unveil that Neo-Traditional and Modern Whitaker lifestyles have the significantly highest proportion, while the overall presence of different lifestyles varies across neighborhoods. The research further demonstrates the validity of Whitaker observation techniques, media consumption differences among lifestyles and the importance of style and aesthetics while segmenting consumers by lifestyles. Finally, market opportunities are provided for firms operating in Lisbon.
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JU-JIAN, SHIUE, and 薛主堅. "A Study on the Segmentation of Penghu Tourism Market by Using Vacation Lifestyle." Thesis, 2002. http://ndltd.ncl.edu.tw/handle/22373252077000017244.
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碩士國立臺北科技大學
生產系統工程與管理研究所
90
Due to the income and leisure time are constantly increased in Taiwan resulted in a repaid growth of tour demand. Tour business plays an important role in the entire economy development for a country. Therefore, it is vital to identify the tourists’ needs, hobby, and travel behavior while beginning customer development and launching the marketing resources, so as to effectively utilize the limited resources in the target customers. The purpose of this study is expected to proceed the market segmentation to Peng-Hu tourists. 450 of questionnaires were distributed to the sampled tourists, and 363 of collected questionnaires are valid. This study applies the method of SOM+K-means with variable of vacation lifestyle for the analysis of market segmentation. The Peng-Hu tour market can be segmented into four clusters of nature-health group, free-fresh group, intellectual-tranquil group, and outdoor living group. The main findings in this study are as follows: 1. The variables analyzed with significant differences in two categories for the four segments are; Demographic variables: gender, age, occupation, resident location, monthly income and family status. Travel behavior variables: frequency, stay duration, traffic tool, payment, itinerary, partner, information, re-tour inclination, the desire of recommendation. 2. The variable of travel satisfaction is e significant difference for the four segments. Finally, the results of this study provide recommendations to Peng-Hu tourism for the reference in targeting market and planning marketing strategy to increase tourists’ satisfaction.
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Chien, Chia-Hung, and 簡嘉宏. "A Study of the System Furniture Market Segmentation in Taiwan：Using Lifestyle as Variable." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/21885222277690816878.
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碩士銘傳大學
管理學院高階經理碩士學程
93
With the human’s life quality was advancing, the new living space was formed and life type was rich. The furniture was not only just tool, it was excepted to meet human''s demand in life and also need to act the role demonstrating the style and function and giving play to on the space. So, the development of the furniture has already changed and made the form up from the single form in recent years, and system furniture make use of one Entrance form '' the equipment '' of space many kinds of furniture association at the same time, can solve the function problem and have vision aesthetic feeling results . So, the systematic furniture has already been generally used in America and Europe, it has been favored by consumers of Taiwan. The system furniture of Taiwan is mainly introduced by the foreign company ago, such as IKEA. In recent years, small furniture factory in Taiwan cooperated with major furniture designer to develop system furniturn that was favored. Now in competitive system furniturn market, how to know consumer behavior that is every system furniturn company need to do thing. Because, when gaining about consumer behavior information, they could plan management strategy by the message. Then they might keep the advantage in system furniturn market. The purpose of this research is to investiag cunsumer behavior of system furniturn to provide the information to system furniturn company. This research collected the cunsumer data with questionnaire in the Taipei city by twelve system furniturn stores. The items of the questionnaire included cunsumer demographic items, cunsumer’s life style items, cunsumer’s values items and EKB model items. This research segmented system furniturn market by eight consumer’s life style factors. And sdystem furniturn cunsumers were segmented into three clusters that were shopping conveniently custer, collected information cluster and unique fashion cluster. The study analyzed buying motive, information source, assessing criterions, buying behavior and attitude after buying of sub cluster. Finally, this research based on analysis result to provide management strategy of three sub markets. Furthermore according to the 80/20 rule, the research suggested that DIY mart could focus on shopping conveniently custer and specialized store or association business of small furniture factory with designer could focus on collected information cluster and unique fashion cluster.
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Hsu, Wei-Lin, and 徐維琳. "A Study of the Jewelry Market Segmentation in Taiwan : Using Lifestyle as Variable." Thesis, 2004. http://ndltd.ncl.edu.tw/handle/6bw3ce.
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碩士銘傳大學
管理學院高階經理碩士學程
92
Although Taiwan market has influence by depression in recent years, the jewelry market has a lot of strange phenomenon. The traditional jewelry silverware shop declines gradually, even close; Two Hong Kong companies: Just-Gold and Emphasis have established and regarded brand as their main strategy. At the same time, they owned a large amount of regular chain directly, and continuously achieve high performance. International group De Beers hold strong marketing tactics of advertisement, that making each customer to have diamond as the most joyful experience. World-famous jewelry brand targets Taiwanese consumers, who have strong consumption potential. Those companies open their chain stores one after another in Taiwan. It makes “luxury goods” which was owned by few people and unreachable by most people in the past exposure immediately. This situation makes the jewelry market becoming a virgin land that is worth developing. In order to expand the jewelry market, it has become an important issue for jewelry businessmen to know how to draft the proper marketing tactics according to the consumer behavior. In view of this, this research is focus on Taiwan jewelry consumer behavior. At the same time, the purchasing behavior parameter, demographic parameter, consumer’s life style parameter and value parameter are also complements to this research. We also segment the market by life style parameters. The result of study shows that the consumer behavior of the jewelry buyers in Taiwan can be explained by purchase motivation, information resource, evaluation criteria, purchase characteristics, and post-purchase attitude. In addition, we propose dividing the jewelry consumer into three markets; those are popular shrewd group, social appearance group, and impulse hedonism group, and develop some useful marketing strategies to these three markets. The result of this research can offer useful information to jewel industry, and also have some reference value.
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Wang, Chen-Yu, and 王振有. "A Study of Lifestyle and Market Segmentation – A Case Study of Tablet Computor Consumers." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/00678944338722830138.
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碩士淡江大學
國際企業學系碩士在職專班
100
Tablet computers have changed the way people to receive information, not only affected the pattern of using computers for many years, but also became the fashion trend and involved people’s daily life and work. In the past, industry was only focus on the effectiveness of technical and price competition, but now, how to satisfy consumers’ needs become more and more important. Therefore, “What are the factors that have influenced on consumers’ behavior in lifestyle?” it is the must-done research for the industrial competition and different or unique merchandise and marketing strategy could be established accordingly. Segmenting the target markets and consumer groups by product is the final objective of selling. This study is to target on the tablet computer users, through the variables of lifestyle and demographic, and trying to explore the differences in lifestyles of consumers, as well as the links to each other. By using convenience sampling, 203 questionnaires were distributed with 100% response rate of 203 valid questionnaires. Data analysis were included Descriptive Statistics, Influence Factors Analysis and Cluster Analysis. By using influence factor analysis, 6 lifestyle factors have been selected as follows: brand advocating factor character self-discipline factor social innovation factor impulse acting factor seek exciting factor family oriented factor Then, using clusters analysis method to divide consumers into three clusters: clusters 1 : fashion and self-discipline clusters clusters 2 : life routine clusters clusters 3 : trendy impulse clusters Finally, based on the analysis results, we made recommendations for each clusters for its marketing strategies. Furthermore, for the limitations and shortcomings, we also made recommendations and suggestions for future researching and studying.
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Liu, Han-Ni, and 劉漢妮. "A Study of Consumer’s Lifestyle-segmentation and Marketing Strategies— The Case of Automobile Market." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/b5kbd8.
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碩士國立交通大學
經營管理研究所
105
With the trade liberalization, people have more choices for the brand or types of automobiles. Besides, people are pay attention to the fuel cost and emissions of automobiles because of the raise of international gasoline prices and global warming problems. This phenomenon stimulates the demand for alternative fuel vehicles market. This study investigate automobile consumption market, and find different life style would segment what kind effect for consumers. This study uses consumers of automobiles as research objects and uses questionnaire to collect data. The EBM model is used as a conceptual framework; ind addition, the lifestyle and demographics variables are used as a basic for market segmentation. After analyzing the purchasing behavior of car buyers, we describe the characteristics for each segment. This study uses SPSS statistical analysis and all data analyzed with factor analysis, Chi-square test, cluster analysis, ANOVA analysis. The results showed that consumers of automobiles could be effectively segmented by lifestyle variables. Among the three segments of consumers, gender, occupation, sources of information, product properties and sources of automobiles all are manifested significantly predictions of product choice. Finally, according to the results of study, marketing strategy is proposed for the three different segments.
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CHIH-CHIA, HSU, and 徐智伽. "A Study of Lifestyle and Purchasing Behavior for Market Segmentation – An Example of Masculine Skincare." Thesis, 2006. http://ndltd.ncl.edu.tw/handle/15856409172612457954.
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碩士淡江大學
國際商學碩士在職專班
94
Along with the time transformation, it is no longer woman''s right to look pretty. The new times men not only care about the intrinsic cultivation but also pay much attention to appearance from clothing to hairstyle. Now they put attention in the skin maintenance. Although the maintenance atmosphere has opened and there are many merchants to promote masculine special-purpose clean skincare one after another, but Taiwan masculine skincare market is still in the initial stage. People generally can accept the foundation maintenance such as face cleaner. Even if the present masculine skincare market demand increases day by day and there are many brands to promote the products, but it is hardly found masculine skincare marketing research in domestic. It lacks this kind of researches if people want to know the market segmentation and special characteristics for purchasing behavior. The purpose of this study is to find out market segmentation, whether different lifestyles have different characteristics or purchasing behaviors. Therefore, the study object can limit to a male who has purchase ability, used experience and the age limits below 19 years old and up to 42 years old. The students or office workers are primary. This study uses the questionnaire which contains purchasing behavioral analysis, information originates, lifestyle and population statistics. Obtained findings are as follows: (1) Lifestyle construction in masculine clean skincare market and lifestyle cognition reveals the difference. This research separates people in different lifestyles into three groups. They are Reputation, Valve and News consideration group; Self-confident and Active group; Independent group. (2) Disparities in age level display different lifestyles. The age level of reputation, valve and news consideration group is lower. The self-confident and active group belongs to 26~30 year-old middle age level. The age of independent group represents senior level. As for other variables, it reveals no difference. (3) In the purchasing behavior, different lifestyles have no different existence among the channel, the purchase frequency, the average purchase amount, the frequency of use, the purchase object and the product repetition use aspect. The only difference is the source of information. The radio advertisement regarding the reputation, valve and news consideration group and the independent group is more influential than the self-confident and active group. As to newspaper and magazine advertisement, it is more influential on the reputation, valve and news consideration group than the independent group. As to bus and outdoors advertisement, it is more influential on self-confident active group than the independent group. As to the advice from relatives and friends, the reputation, valve and news consideration group is more able to accept other’s opinions than independent group.
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CHI, LO YU, and 羅郁琦. "A Study on the Mobile Phones Purchasing Behavior and Market segmentation of Students of Lifestyle Segmentation – An Example from College Students in HsinChu Area." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/00684799514376189755.
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碩士國立交通大學
管理學院碩士在職專班國際經貿組
96
Due to the fast-developed technology and rapid economic growth in recent years, a highly consumer society is developed and students have higher consuming ability gradually. Some products are very popular among students. For example, PC, mobile phone, scooter, video game and other electronic product. It seems the trends of design and appearance are getting younger and more delicate. The main purpose is to occupy the market of college students. The marketing staffs do rack their brains to conceive manifold marketing activity facing the numerous homogeneous products and severe competitive market. The purpose of this thesis is to explore the possible attitude of college students of different life style segmentation when they purchase mobile phone based on the point of view of consumers. The attitude aspects include purchasing intention, how the lifestyle influences purchasing behavior and the preference differences of mobile phone function demand. Hoping the result of the thesis provide advantageous information for mobile phone manufactures during marketing strategy implement period. The study adopts Howard-Sheth model as the conceptual framework. With AIO lifestyle variables as market segmentation base, the study uses product attribute, population statistics, attitude and purchasing intention as variables. We use consumption reality variable to describe consumer behavior and attempt to examine the degree of difference significance. The thesis is focus on the mobile phone with telecommunication function. The study object is college students in HsinChu area. The sampling survey was taken during Oct. to Dec. in 2007. According to the study result, college students purchased mobile phone in HsinChu area can treat lifestyle as useful segmentation variables to divide into three types of “subjective”, “pinch pennies” and “pragmatic.” Except the age of population statistics and consumption reality, mobile phone consumers of each segmentation in gender of population statistics, institute, monthly disposable income, and product attribute evaluation criteria, product attitude evaluation criteria and purchasing intention evaluation criteria have significant differences.
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陳瑾儀. "An improved novel model based on lifestyle perspective for market segmentation of physical and virtual channels." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/82207212545883629438.
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博士國立交通大學
科技管理研究所
97
Under the dynamic environment, consumers have much more chance to access products and media; this may create more difference in their preferences. This study aims to improve the elder method of market segmentation; first, lifestyle variables are used to predict consumer choices to increase the richness of the explanation. Second, the novel model which integrates general lifestyle variables and appropriate methodologies is proposed to solve the complexity of the previous research problems. To simplify and reduce the length of the questionnaire in lifestyle research, classification and regression tree (CART) is applied to discover the general lifestyle variables to segment the market. The empirical results show that, under different purchasing situation, the explanatory power of general lifestyle variables is not less than those traditional demographic variables; in fact, some models with different combinations of general lifestyle variables have higher explanatory power than demographic ones. Also, in this paper, a novel method, integrated by CART and rough sets, is propose to improve the shortcoming of CART. From the comparison of CART, rough sets and the proposed method, we can conclude that the proposed method appropriately integrates the advantages of CART and rough sets.
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Hsieh, Meng-chun, and 謝孟君. "A Study of Consumers’ Preferences & Demands on Lifestyle and Market Segmentation for Buying Health Massage Products." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/fv4v35.
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碩士僑光科技大學
國際貿易研究所
105
With the increase in social economic income and improvement in the standard of living, people for health preserving, and health care concept also attach the importance. People are easy to cause muscle tension, shoulder and back pain because of life stress. Massage is a method of non-invasive, time-saving and convenient health care, and gradually forms a health care concept, and the most easily accepted and widely carried out activities. Not only health massage studios gradually increases, but a wide range of health massage equipment or products have also listed. Recently, Some studies have confirmed that massage therapy does contribute to good health. Written questionnaires with a total of 350 copies were distributed, and then 314 questionnaires were valid. Statistical software used SPSS for grouping the variables after factor analysis of information on lifestyle variables, and consumers’ preferences & demands on market segmentation variables for buying health massage products. One Way ANOVA is used the research hypothesis of demographic variables, such as gender, age, marriage condition, geographical, and vocational variables. Analysis of Correlation is examined the hypotheses between lifestyle variables and buying preference and demand variables. The research results indicate as follows: 1. Different demographic variables of consumers in buying preferences and demands were significantly different. 2. Different demographic variables of consumers in lifestyles were significantly different. 3. There is a positive relationship between customer’ lifestyles and buying preferences and demands.
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Chang, Huei-Chen, and 張惠珍. "Effect of Different Price Position of Brand on Brand Equity-Using Personality and Lifestyle as Segmentation Variables." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/66457313617912182773.
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碩士元智大學
經營管理碩士班(企業管理與服務科學學程)
101
With the rising of globalization and level of consumption, Consumers now have a huge variety of selections on choosing merchandises; The “Brand” has become a focus of consumers’ object, showing that consumers are willing to pay for branded products. Presenting the concept of “M-shaped Society”, the distribution of classes have become a polarized society with extreme rich and poor due to middle class is gradually assimilated to either side and starting to disappear; a distinct M-shaped is formed with the chart of class distribution. People who fall into lower income class are highly sensitive to price, they do rational consumption in a planned way and expect to pay least money in exchange for better quality merchandises; whereas the other group are willing to pay for more expensive merchandise even in the depression of the economy. Under this developing trend of M-shaped society, establishing the brand equity among competitors are not only the key points for enterprises to operate their businesses, but also strengthen their competitive advantages. Therefore, this research tries to measure the influences of different price position of clothing brands on brand equity by using a scale; and also using consumers’ personality and lifestyle as segment variables to provide operating strategies for high, medium and low clothing brands. In this research, a total of 297 valid questionnaires have retrieved by using SPSS as a research tool. According to the research, different price position of brands have distinct differences on brand equity aspects of brand awareness, perceived quality and brand association; in addition, some cluster of personality traits and life style also have distinct differences on difference price position of brands.
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WU, KELLY, and 吳凱瑛. "A Study of Lifestyle Segmentation on Service Quality, Satisfaction, Switch Barriers and Customers’ Post-Purchase Behavior: Neural Network Analysis." Thesis, 2006. http://ndltd.ncl.edu.tw/handle/82182115667890326503.
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碩士國立嘉義大學
行銷與流通管理研究所
94
In the automobile industry the after-service has been more popular and more important. Many companies put a lot of effort on after-service more than sell the products, because the profits have mainly come from the after-service. Therefore, the main concern of all the automobile dealers is how to manage the relationships with customers well to maintain the stability of the profits. This study investigated the relationship on lifestyle segmentation between service quality, customer satisfaction, switching barrier, and customers’ post-purchase in neural network analysis and individual interviews. The results showed the dimensions of service quality, the interaction quality was the most important one, especially in employee’s attitude and their behavior. The space design and the stomsphere is more important than social fator of physical environment. The waiting time is the most important factor in outcome quality. Service quality was positively influence on customer satisfaction significantly. However, the post-purchase showed no difference. In the lifestyle segmentation, the result showed it can defined into 4 gorups (the Pinch pennies, the family oriented, the risk oriented and the healthy oriented). The switching barrier was including perceived switching cost, interpersonal relationships, and attractives. The result showed the Pinch pennies and Family oriented perception of interpersonal relationships, the Pinch pennies perception of perceived switching cost, and the Family oriented perception of attractives were significant. In the customer characteristic, the family income to the Pinch pennies and the age to the Family oriented were significant. And others customer charateristic showed no difference.
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SHIH, CHI-CHEN, and 施圻臻. "A Study of Visitors Lifestyle Characteristics and Marketing Segmentation in Taiwan Leisure Farm —The Case of Flying Cow Ranch." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/39901768283063063158.
Full textAbstract:
碩士逢甲大學
經營管理碩士在職專班
98
Along with the development of Taiwan economic, there are the increases of the per capita income and the standards of living, the Leisure life becomes an integral part of our daily lives. As the agriculture in Taiwan has faced the competition from the WTO, it has to begin moving towards sustainable development from traditional agriculture to the leisure agriculture by the Taiwan government. In the recent years, leisure farms have be in a fast developing , however, since the development of leisure agriculture everywhere, the problems the lack of product characteristics and professional ability also the imitation , not only fail to highlight the characteristics of individual farms, it is a departure from the main axis of leisure agriculture. As the leisure agriculture market in Taiwan becomes more mature, the diversified development pattern of the rapidly growing competition and market circumstances. If the operators could effective reach the demand of markets, find out the target market, which will make the industry getting more competitive and characteristic. The statistic package of SPSS was used for analyze the data. The study used VALS to segment markets, also along with five senses experience, travel behavior and demographic variables to examine the characteristics the visitors. The purpose of this study is to do the analysis of visitors lifestyle characteristics, find out the consumer market segment, thereby positioning the target market, in order to provide the operator the directions for future marketing strategies as reference. After the investigation, the lifestyle characteristics of visitors in Flying Cow Ranch are classified in eight groups of VALS: Thinkers (12%), Belivers (23%), Achievers (4%), Strivers (17%), Experiencers (34%), Makers (6%), Innovators (3%) and Survivors (1%), each group do has the characteristics of those variables.
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Huang, Kang-Te, and 黃剛德. "Measurement of Green Lifestyle and Market Segmentation in the Promotion Strategy for Environmental Protection: An Empirical Analysis of Kaohsiung Metropolitan." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/28435460552425182951.
Full textAbstract:
碩士國立中山大學
企業管理學系研究所
99
Abstract In recent years (2011), whether atypicality and global warming affect seriously all species and living environment of mankind. It activated a trend of local caring and environment protection throughout the world, and advocating green living has been one of the fashion affairs. Nevertheless, how can we understand and quantify people’s acceptance of green living? How to design a scale of green living, with which we can apply consumer behavior analysis and the research technique of market segmentation, so that for promoting green living styles to people of all ranks. The current research tried to building up a scale of green living style, with three constructs: green values, cognition of environment protection, and green behavior and habits, in addition to a brief test of knowledge over environment protection. The contents of the questionnaire cover such topics as water resources, global warming, renewable energy sources, international trend in sustainability and related industrial policy, warm chamber effect, carbon emission and the status and policy of environment protection in Taiwan. Office workers and current students in the Kaohsiung metropolitan area were the main participants undertaking the questionnaire survey of the research, with effective sample size of 603 subjects. The research tested the scale’s reliability and validity through factor analysis and verified it’s construct validity with local recognition. After those validation for the scale, the study conducted cluster analysis for market segmentation based on green lifestyle. The main works and findings of the current research including: (1) building a scale of green lifestyle with reliability and validity; (2) discovery of four segments of the green lifestyle in the market; (3) there are different approaches to evaluate the government’s performance of environmental protection; (4) sustainability values and green cognition influence behavior of environmental protection; (5) local recognition positively affect the green index of people; and (6) youth in the society and college students are relatively lacking of sustainability conducts, although they presents in a higher level of the environmental protection knowledge.
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Wu, Pei-Ying, and 吳沛縈. "A Study of Taipei’s City of Lifestyle and Market Segmentation: A Case Study of Customers of Ta Chong Commercial Bank." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/84776442908105719434.
Full textAbstract:
碩士淡江大學
國際商學碩士在職專班
95
In order to face the highly competitive environment of Taiwan financial market, banks are needed to understand the consumer characteristics to upgrade the customer service quality of its target market. According to the needs of consumers of target market, banks can provide the most suitable financial products to create the competitive advantage. The purpose of this research is to use the lifestyle variables as segmentation bases. A total of 398 questionnaires are collected from the Taipei branches of Ta Chong Bank. The research findings are as follows: 1. On 34 questions of lifestyle (AIO) questionnaires by using the Factor analysis to format eight factors, namely, “ Fashion brand”, “Socialization Active”, “Generic Practical”, “Disciplinary life”, “Family Warmth”, “Feeling Emotion”, “Creativity Active”, and “Future Brighten”. 2. By using Cluster and Discriminated analysis, respondent samples can be segmented into three market segments, namely. “Fashion Socialization”, “External – Control behavior”, and “Family – Business”. 3. The three market segments and eight lifestyle factors both have significant differences. 4. The three market segments have only significant difference on “Average Family Income”
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YANG, SHU-HUI, and 楊淑惠. "A Stady on the Cosumer Relationship Among the Lifestyle, Buying Decision and Market Segmentation-Taking Tainan's Lingerie Consumers as an Example." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/j833va.
Full textAbstract:
碩士長榮大學
經營管理研究所
95
At present the domestic feminine underwear market opportunity tended to maturely, approximately has 250 hundred million NT dollars every year the market scales. The conceptual of framework is based on E-K-B consumer behavior model. The research sees attributes of lingerie and consumer emographics as input variables. Market segmentation is based on life styles of users. Consumer behavior is described in several variables that affect the buying patters. The scope of questionnaire subjects includes owners and potential buyers. The questionnaires are collected from female having purchasing ability in tainan area. Factor analysis is employed for dimension reduction, The valid questionnaire volum is 414, then cluster analysis is applied for classification, and some statistical method, such as MANOVA, ANOVA, chi-squares are used to test the research hypothesis. The results show: lingerie consumers can be successfully segmented by lifestyle variable, such as “Ratzonality Fashion Buyer”, “Casual Buyer”, and “Prosaic Buyer”. The research further shows there existing significant difference between market segmentation in the following variables: income, information seeking and product attribute by chance exist significant difference.
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Teixeira, Mariana Monteiro. "Lifetime-value creation through a customized offer adressed to diferent lifestyles." Master's thesis, 2015. http://hdl.handle.net/10362/15735.
Full textAbstract:
This paper purposes a method for marketing segmentation based on customers‟ lifestyle. A quantitative and qualitative segmentation established by the Whitaker Lifestyle™ Method was created in order to define a concrete and clear identification of the customer, by understanding the behavior, style and preferences of each segment. After conducting 18 in-depth interviews, it was concluded that four main personas characterize the customer base of the company. These four personas will be the support for the creation of „quick-wins‟ that address to the expectations of each lifestyle, projecting a significant impact on the lifetime-value of the company‟s customer base
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Wu, Chia-ling, and 吳佳玲. "THE INFLUENCE OF VACATION LIFESTYLE AND BENEFIT SEGMENTATION ON ACCOMMODATION TYPE SELECT--THE EMPLOYEES OF SCIENCE-BASED INDUSTRIAL PARK AS AN EXAMPLE." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/59354590350305531861.
Full textAbstract:
碩士南華大學
旅遊事業管理學系碩士班
97
The purpose of this study is targeted at science park employees to vacation lifestyle and benefit segmentation as trace variables to understand the different ethnic groups of the accommodation market choice behavior patterns in order to provide all types of hotels in market segmentation and marketing management for reference. This study uses questionnaires as research method, to collect effective recovery for the 391 copies of the questionnaire. Using ONE-WAY ANOVA and regression analysis against the vacation lifestyle and benefit segmentation to trace the relationship between patterns of selection for discussion. Research dimensions (variables) used: (1) vacation lifestyle factors were extracted five dimensions: namely the "family travel", "social tourism", " relax pressure tourism", "intellectual tourism" and "experience tourism. " Accommodation benefits to trace the two factors were extracted dimensions: namely the "taste-oriented", "convenience-oriented." (2) Science-Based Industrial Park different practitioners resort lifestyle residential patterns have a significant impact. (3) Science-based Industrial Park to trace the different benefits of the employees stay on the accommodation type has a significant impact. The study found as follows: (1) "relax pressure tourism-type" employees in the science park easier to select type of accommodation in hotels or vacation Hall. (2) "Experience-based tourism" practitioners of the science park easier to select leisure farms or general hotel. (3) "intellectual tourist-type" of the science park employees Bed and breakfast selection easier. (4) "taste orientation" of the science park employees easier to select in hotels and motels. (5) "convenient orientation" of the science park employees more easily select resort center, leisure farms, hotels and Bed and breakfast in general.
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Lin, Yi-Chun, and 林怡均. "The Study of the Relation between Lifestyle Segmentation and Brand Royalty of Franchised Fastfood Restaurant－An Comparative Analysis of McDonald’s and MOS Burger." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/09777453841884131786.
Full textAbstract:
碩士國立高雄餐旅大學
餐旅管理研究所
99
By the increasing of consumed ability, out-dining population, and the number the restaurants, how to make customers choose their brand and become the royal customer is a challenge for enterprises. Especially in competitive restaurant industry, enterprises have to retain good relationship with consumers. The purpose of this study is to explore and compare consumers’ lifestyle and brand loyalty between McDonald’s and MOS Burger, and lifestyle will be the variables to segment the market. The result will help the enterprises to provide the suitable products and make marketing strategies. To compare the difference between McDonald’s and MOS Burge’s consumer, the scope of this study is the place where established McDonald’s and MOS Burger simultaneously. The results showed that McDonald’s and MOS Burge’s consumer could be effectively segment by lifestyle variables. The demographic variables in market segmentation had no significant difference and market segmentation in brand loyalty partly had significant difference. Therefore, according to the result, this study suggests that the Entrepreneur of McDonald’s should save consumers’ time, strengthen the management of customer relationship, and provide organic products. The suggestion to Entrepreneur of MOS Burger is to develop a new market, launch new promotions, and provide suit meal.
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Castro, Rodolfo Teixeira. "Estilos de vida dos consumidores portugueses: estudo exploratório de desenvolvimento de um questionário de estilos de vida." Master's thesis, 2010. http://hdl.handle.net/10071/3972.
Full textAbstract:
O presente estudo visa estudar e aprofundar as técnicas utilizadas para medir os
Estilos de Vida dos consumidores. Através da análise dos questionários mais utilizados
nesta área foi possível verificar de que forma é possível propor uma nova ferramenta
para amostras da população portuguesa. Esta necessidade surge da constatação de que
actualmente em Portugal este tipo de estudos tardam em dar resposta às necessidades
das empresas. Este projecto tem por objectivo último o auxílio e melhoramento das
técnicas de segmentação de mercado, mais especificamente a Segmentação por Estilos
de Vida. Para esse efeito foi realizada uma pesquisa dos conceitos tratados e,
investigados todos os desenvolvimentos científicos já realizados em diversas áreas:
Psicologia, Sociologia, Marketing e Administração. De forma a alcançar os objectivos
propostos, foi necessário desenvolver um questionário e realizar um levantamento de
dados. O questionário foi construído com base nos questionários mais utilizados e
referidos na literatura, bem como nos mais creditados para a medida de estilos de vida.
Na fase seguinte, este questionário foi alvo de um pré-teste a 15 indivíduos
heterogéneos. Após as correcções e ajustes necessários, aplicou-se a forma final do
questionário a um conjunto de indivíduos distribuídos por todo o país (N = 366),
constituindo assim uma amostra heterogénea. As principais qualidades psicométricas
deste instrumento foram analisadas, demonstrando níveis de validade de construto e
fidelidade entre razoável e bom. Finalmente, com base na determinação destas
qualidades propôs-se uma medida de estilos de vida a testar em amostras mais alargadas
futuramente.This study aims to analyze and explore the techniques used to evaluate the consumers’ lifestyle. The analysis of the most used surveys in this area made it possible to assess the possibility for proposing a new sampling tool, applicable to the Portuguese population. The need for such tool rises from the fact that, in Portugal, this kind of studies takes time to meet actual business needs. The ultimate objective for this project is the improvement of market segmentation techniques, particularly Lifestyle Segmentation. In order to accomplish that, through research was carried out on the concepts involved, as well as on the related scientific developments achieved in several areas: psychology, sociology, marketing and management. To meet the pre-proposed objectives, it was necessary to create a survey and gather data. The survey was created based on the most used and most mentioned surveys, as well as the most credited for lifestyle assessments. Once this step was concluded, a pre-test was carried out on 15 heterogeneous individuals. Having implemented the necessary corrections and adjustments, the final result was then applied to a group of individuals throughout Portugal (N = 366), thus achieving a heterogeneous sample. The main psychometric properties of this tool were analyzed, reaching construct validity and accuracy levels between fair and good. Finally, based on the determination of these properties, a lifestyle measurement was proposed, for future testing on wider samples.
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LIN, PO-JU, and 林柏儒. "A Research Based on Lifestyle to study the Relationship between Customers’ Purchasing Behavior and Market Segmentation -An Example of Taiwan Wacoal’s Customers in Taipei Area." Thesis, 2006. http://ndltd.ncl.edu.tw/handle/18184141810960656753.
Full textAbstract:
碩士實踐大學
企業管理研究所
94
In recent years the feminine consumer’s purchase power ability increased and demands grow up sharply, in the clothing request, is not only for comfort, but for beauty. Women are in pursuit for personal stylish and fashionable, also was similarly is affected in the underwear product demand. At present the domestic feminine underwear market opportunity tended to maturely, approximately has 250 hundred million NT dollars every year the market scales, however the underwear product has the multiplicity, creates each kind of design reserve the backlog, becomes major issue which the underwear industry faces, but solves this question method is understood the market condition, accurate provides the consumer the demand, takes advantage of this disappears makes up stores in a storehouse the cost. Therefore this research sent out to the customers of Wacoal company, the present domestic underwear industry first, discusses its consumer behavior characteristic, and uses the lifestyle variable to carry on the market area to separate, obtains various areas to separate characteristic of the market, after the induction analysis, proposed the conclusion and suggestion, then we can map out the marketing strategy about the different consumers for the Wacoal company. This study use E-K-B model to be the frame, the lifestyle be the foundation of the marketing segment, again describes the characteristic by the population statistic variable which various segment, then understood various segment under the community consumer in purchase decision process whether has significantly difference, makes an effective market segment. This research scope choice large population Taipei area primarily, and the questionnaires are collected from female having purchasing the Wacoal’s underwear within one year. Factor analysis to the lifestyle is employed for dimension reduction, then cluster analysis is applied for classification, and some statistical method, such as MANOVA, ANOVA and chi-squares are used to test the research hypothesis. The results show: Wacoal's consumers can be successfully segmented by lifestyle variable, such as “Rational Sane Buyer”, “Fashion Pursue Buyer”, and “Savor Independence Buyer”. The research further shows there existing significant difference between market segmentation in the following variables: motivation, information seeking, consumer behavior and after purchase behavior. Some of demographic variables and product attribute by chance exist significant difference.
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Tavares, Miguel Lousa. "Pricing strategy for the New York expansion of Pestana CR7 brand." Master's thesis, 2018. http://hdl.handle.net/10362/38691.
Full textAbstract:
The objective of the underlying project was to achieve a pricing strategy to be applied to
the 2020´s expansion of the Pestana CR7 Hotel brand to New York. Therefore, it is
necessary to analyze the CR7 brand and its competitive advantages as well as the
proposed hotel neighborhood and potential competitors before actually entering the
market. Finally, by using a short-list of competitors as benchmark, a reference table was
built for the monthly prices during the hotel´s first year of activity and some
recommendations provided regarding future revenue management and the pricing
strategy.