The past decade has seen a steady increase in wine consumption in Taiwan. With the increase comes the need to understand how consumers choose wine. Market segmentation is the principal concept in this study, and the aim is to find consumer behaviors of wine in different segments. A range of behavioral and demographic information was collected by the survey of questionnaire. In particular, participants were asked to indicate on average how many bottles of wine they purchased and how many hours they spent to acquire wine information per month. The above information forms the basis of segmenting, together with other behavioral information, combines to form profiles of consumers with high and low involvement of wine. In the process, cluster analysis was performed to divide the respondents into two groups, cross analysis and chi-square test were used to evaluate the significant differences on behavioral variables, and factor analysis and one-way ANOVA were applied to find which wine characteristics were important toward each segment. The result showed that significant differences were found between two groups on the choices of wine types and wine outlets, the way of acquiring wine information, the factors effecting to choose wines, and the characteristics of wine they emphasized.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0717108-113728 |
| Date | 17 July 2008 |
| Creators | Chiang, Pei-fang |
| Contributors | Hsiao Lu, Wu Chi Cheng, Min-Hsin Huang |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | English |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0717108-113728 |
| Rights | unrestricted, Copyright information available at source archive |
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