A Study of Market Segmentation and Consumer Behavior in Music Products Market ~An Example of The Young People Living in Taipei Metropolitan
| Autor: | Chen-Ching Yang, 楊振慶 |
|---|---|
| Rok vydání: | 2000 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 88 The purpose of this study is two-fold: (1) To identify market segments base on the sources of information which people gather in music products market；and (2) To analyze consumer markets and buying behaviors. The music products of interest are divided into cassette, CD, MD and MP3, respectively. This research is aimed at consumers who are aged between 15 to 30 year-old and live in Taipei Metropolitan. First of all, this study identified the information people use to make buying decisions. Second, a market segmentation analysis is developed base on the findings. This analysis is examined according to the differences in demographics, consumer behaviors, lifestyles and four musical products. The characteristics of the market segments are identified and profiled according to the results revealed in this analysis. Finally, marketing strategies are initiated to tailor the differences between segments. Structured questionnaire are used. In Total, 422 valid questionnaires are collected. The researcher applied four statistical techniques including t-test, chi-square test, cluster analysis and factor analysis to test the hypotheses. The two major findings： 1.The majority of consumers in music product market can be identified as CD buyers. They prefer pop Chinese music, get information from television, and purchase music products in retailing stores, do not copy or download from Internet. 2.There are some significant differences in demographics, buying behaviors, lifestyles and all kinds of the music products. Due to the findings, the researcher suggests that effective marketing strategies could be designed base on the information analyzed from two market segments. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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