應用市場區隔理論探討觀葉植物消費者之特性

The Application of the Theory of Market Segmentation on Characteristics of Foliage Plant Consumers

本研究以聯合分析模式預測消費者對觀葉植物的偏好，比較影響消費者選擇行為之屬性間的相對重要程度，並導入市場區隔的概念，將消費者依偏好模式加以分類。本研究透過先驅研究選取四項重要屬性，每項屬性分成三個等級，利用直交排列組成9項替選方案，提供給受測者依其偏好加以排序。研究結果顯示，四項屬性中，栽培難易度最為重要，其次依序為觀賞期限、價格及組合外觀型態。花市消費者市場區隔方面，依消費者偏好模式之相似性，可將花市消費者分為四個區隔，重視之觀葉植物屬性分別為價格、栽培難易度、觀賞期限和組合外觀型態。 This study developed conjoint models to examine consumers' preferences for foliage plants and to compare relative importance of foliage plants attributes that may influence consumers' choice behavior, then segmented the respondents into four groups. The respondents were asked to make tradeoffs between four attributes, and gave preference ranking to nine alternatives. The conjoint model was used to estimate for the preference ranking data. The degree of cultivation difficulty was the most important attribute, followed by performance duration, price and appearance. As to the market segmentation, consumer segments were constructed by using cluster analysis to examine the preference differences among the segments. Consumers in segment 1 were price sensitive. Consumers in segment 2 weighted cultivation difficulty most. Consumers in segment 3 paid much attention to performance duration. Consumers in segment 4 weighted the appearance of foliage plants most.