A Study on the Purchasing Behavior and Market Segmentation of Domestic-Produced Recreation Vehicle Consumers-A Case Study for Northern Part of Taiwan District
|關鍵字:||休旅車;消費者行為;市場區隔;生活型態;recreation vehicle;consumer behavior;marketing segmentation;lifestyle|
Due to the fact that the National Income has increased to over USD$12000 and the implementation of five-working-day policy, the citizens in Northern Part of Taiwan begin to imitate the "quality living" and vacation planning has recently become a trend. There are a number of reasons for the booming recreation vehicle (RV) market, but mostly it has to do with the changing citizens living & leisure style. Moreover, recreation vehicle has powerful drive, luxury and larger inside, rich accessories, and great feasibility. RV has been boom and becomes a vehicle with greatest potential in automotive market. However there is little research concerning Consumer Behavior towards RV at present; therefore the purpose of this research is to understand which product attributes RV consumers pay most attention to, and from the point of view of market segments to discuss the differences in product preference. This is necessary to help companies form their marketing strategy. In this research, the EKB model is used as a conceptual framework, and the AIO lifestyle variable is used as a basis of market segmentation. RV product attributes and demographic factors are used as independent variables. Consumption reality variables describe the behavior of consumers. This research discusses only seven domestic-produced automobile manufacturer. The sample is drawn from the residents of northern part of Taiwan who possess RV. And the sampling frame is the visitors to the Car Exhibition in Taipei World Trade Center during December, 2002. The study finds: RV consumers can be successfully segmented by lifestyle variable, such as “Care Free Buyer”, ”Brand-Impulsive Buyer”, ”Rational Independent Buyer”. Among the three market segments, car replacement variables are not significant predictions of product choice. Of much more significance are demographic variables, purchase motive variables, information search, product attributes evaluation criteria, and consumption reality variables.