By improved manufacturing skill, daily used oil has become more health to use and good for people. Every company increasing kind of health functions for oil product in order to become popular oil in the market. So every company engage in founding their major completive niche in the daily eating oil market. To achieve these objectives, the study was investigated by questionnaire survey with random sampling and conducted focus group approach to understand implicit important items when customer purchased daily eating oil behavior. And used these data analysis with Spss11.0, then extracted seven factors from life-style variable and three factors from product benefit variables by factor analysis. In addition, using four consumer groups were separated out by clustering analysis. Furthermore, the study analyzed consumer¡¦s characteristic according to significant variables of demographic variables. Lastly, we examined four-cluster customer into four-character target market. And expression each kind of target marketing strategic approach and manufacture can develop related field in the future.

下午茶文化從英國19世紀貴夫人之間的流行休閒發展至今，已然成為了一種展現個人品味、風格的生活藝術。隨著時代的變遷，台灣越來越多的消費者開始重視用餐環境的氣氛、服務、店面設計與規劃、色彩、音樂、甚至是照明與空調也成為民眾考量的因素。而在眾多餐廳類型中，最注重氛圍的便是下午茶。本研究主要調查前往有氣氛、有設計感的複合式下午茶店的消費者，加上專業下午茶店與飯店/餐廳的消費者為研究對象，觀察其個人背景、生活型態、利益區隔、氛圍認知和消費行為，並深入探討生活型態、利益區隔、氛圍、人口統計變數對於消費型態的影響，以及生活型態、氛圍、利益區隔三個量表的相關情形。本研究的以問卷方式搜集資料，接著以信度分析、因素分析、卡方分析、單因子變異數分析、迴歸分析、皮爾森相關分析等方法進行資料分析。分析結果顯示，消費者的年齡、平均月收入、外向程度高的消費者與美食享受型的消費者對於下午茶消費行為各層面有差異存在，且生活型態、利益區隔與氛圍之間存有高度相關。本研究最後根據分析結果，提出整體行銷建議供相關業者參考。 / The culture of afternoon tea was originated from England in 19th century. At the time, afternoon tea was a popular leisure activity among upper classes women; nowadays, afternoon tea became a way to show individual’s taste and style. As for Taiwan, eating is more than just filling the stomach as time goes on. More and more Taiwanese consumers starts to put their attention on the dining environments including atmosphere, service, interior design, color, music and even light and air conditioning. Among all the meals, it is consumption of afternoon tea that concerned to atmosphere of the restaurants most. The thesis mainly researches on afternoon tea consumers of bakery cafés, professional afternoon tea providers and hotels/ restaurants. The purpose is to see consumer’s personal background, lifestyle, benefit search, evaluation of atmosphere, and to figure out how those variables affect afternoon tea consumption and how the variables affect each others. The thesis used questionnaires as the research tool to collect data, and then, used reliability, factor analysis, chi-square, ANOVA, regression and Pearson’s correlation coefficient to analyze the data. The results of the data analysis show that age, monthly income, outgoing personality, pursuit of delicacies has impact on afternoon tea consumption behavior, and there’s life correlation among lifestyle, benefit segmentation and atmosphere. At the end of the thesis is the overall marketing suggestion according to analysis results.

The objectives of this work were to analyze and to compare the visitors of the immediate surroundings of two protected areas in the State of Paraná: the National Park of Superagüi and the Ecological Station “Ilha do Mel”, both islands. There was applied a questionnaire with 37 qualitative and quantitative questions. The questionnaire consisted of five parts: sociodemographic characteristics; trip characteristics; environmental conscience and attitudes; favorite activities and motivation; and perception of the destiny. The data were collected through personal interviews that in the average took from 20 to 30 minutes. 327 questionnaires were applied in Superagüi; in the period of December of 1998 to May of 2000, and 392 on the Ilha do Mel, in the period of April of 2000 to June of 2000. There are significant differences among the visitors of the two islands, this practically in all the researched characteristics. The public of the Ilha do Mel is significantly younger, what influences in several other variables, such as: civil status; education degree; and employment situation. 84% of the visitors of Ilha do Mel heard about it through friends/family, while in Superagüi only 67%. Ilha do Mel, for being a tourist destiny already for a longer time and the easy access, receives a larger number of people with repeated visits. Tourism was trip objective to a larger portion of the visitors of Ilha do Mel; in compensation they were observed significantly more researchers in Superagüi. Visitors’ environmental conscience can be considered high on both islands, but the one of the visitors of Ilha do Mel was inferior to Superagüi. Fewer respondents knew that the place they visited is a protected area. The value of the entrance fee that they are willing to pay was significantly smaller, as well as the disposition to follow the rules in favor of the conservation of nature. The interest in social and environmental subjects was significantly higher among the visitors of Superagüi. They were also willing to pay more for the use of environmental sane techniques than the respondents on Ilha do Mel. The interest in practicing the 25 tourist activities was significantly different between the two places. The comparison of the visitors’ attitude towards to problems showed that a part of the interviewees in Superagüi is much less inconvenienced with problems linked to the infrastructure that reduce the comfort during the stay, confirmed this fact by the smaller importance they give to items of tourist infrastructure. Among the visitors of Superagüi there was an accentuated concern with the improvement of the quality of the host community's life, fact not noticed on Ilha do Mel. In terms of motivation, it was shown that the visitors of Superagüi have larger appreciation to the natural and cultural values and the escape of the stress of the city than the ones of Ilha do Mel. There was also accomplished a benefit segmentation, showing that it is possible to identify distinct segments among the visitors of the same place. In Superagüi they were identified the following clusters: 1) the indifferent ones; 2) the non-sociable adventurers; 3) the sociable adventurers; 4) the enthusiasts; and 5) the non-sociable naturalists. On Ilha do Mel there were identified five different clusters: 1) the sociable adventurers; 2) the pure naturalists; 3) the enthusiasts; 4) the indifferent ones; and 5) the cultural naturalists.

Tourism is one of the key industries that drive the global economy, playing a key role in regional development. However, constant change, trends and tourist behaviour compel drive destinations to keep track of these changes in order to grow tourism and stimulate economic growth. Mpumalanga is one of the provinces in South Africa known for its flora and fauna, beautiful landscape, and game reserves together with wildlife; therefore, having the potential to draw tourists to the province. Mpumalanga province aim to position itself as a destination of choice. A process of segmenting should however first take place as positioning is the end result. The purpose of the present study was to segment and profile tourists based on benefits sought in order to develop a benefit segmentation framework for Mpumalanga. The data collection procedure was based on a self-administered survey applied to a sample of 400 tourists visiting Mpumalanga, and two segments were identified. Binary logistic regression indicated that benefits sought (all nine) were statistically significant predictors of the attractions tourists visited and the activities within which they participated during their stay in Mpumalanga. A benefit segmentation framework was developed as a recommendation, which may be useful in developing promotional and packaging activities for identified segments by incorporating activities and attractions obtained from the binary logistic regression results and by matching them within the identified segment while using benefits as guidelines. / Business Management / M. Com. (Tourism Management)