臺灣紙尿褲市場研究分析

Abstract

本研究旨在以任立中、陳靜怡(2015)的市場研究方法為基礎，分析臺灣紙尿褲市場，以幫寶適、滿意寶寶、妙而舒、好奇、麗貝樂以及UniDry為例。 在市場分析方面，本研究調查各品牌知名度及市佔率並利用主成分分析評估各品牌的品牌忠誠度，發現幫寶適、滿意寶寶、妙而舒擁有較高的品牌知名度、市佔率及品牌忠誠度。 在行銷策略規劃方面，以因素分析找出消費動機。再者，根據上述消費動機，使用集群分析定義各市場區隔，並以卡方分析評估市場規模及區隔屬性以界定目標客群，找出「追求社會認同群」市場規模最大。此外，使用迴歸分析探討正向影響各品牌忠誠度的消費動機。最後，以因素分析為基礎，分析各品牌之品牌知覺定位，探討各品牌在目標客群心中的品牌定位，發現滿意寶寶、妙而舒以真實誠懇為品牌定位，因而更接近理想點，而好奇、麗貝樂以及UniDry則距離理想點較遠。 在行銷組合發展方面，透過聯合分析法找出消費者偏好的產品屬性，並以以迴歸模型分析消費者對於各屬性之願付價格，發現消費者偏好幫寶適以及滿意寶寶、棉柔材質、黏貼型紙尿褲、卡通圖案花色等屬性。

This paper analyzes Taiwan diaper market, including brands such as Pampers, MamyPoko, Merries, Huggies, Libero and UniDry, based on marketing research by Jen, Chen (2015). With regard to market analysis, the paper illustrates the brand awareness and market share of each brand, and utilizes Principle Components Analysis (PCA) to measure brand loyalty. The results show that Pampers, MamyPoko and Merries have the highest brand awareness, market share and brand loyalty. In terms of marketing strategy planning, the paper figures out consumer motivations using Factor Analysis. Based on these motivations, the paper defines market segments using Cluster Analysis, and the market size and characteristics of each segments using Chi-Square Analysis. And it shows that “Pursuing Social Identity” segment has the largest market size. In addition, the paper discusses the motivations that positively influence the brand loyalty with the use of Regression Analysis. Lastly, the paper illustrates the Brand Perceptual Map for each brand using Factor Analysis to figure out the brand positioning. The results show that MamyPoko and Merries position themselves as sincerity, and thus, is closer to the ideal point on the Brand Perceptual Map. On the contrary, Huggies, Libero and UniDry are further from the ideal point. Regarding marketing portfolio development, the paper figures out the product characteristics that consumers prefer and the willingness to pay for each characteristic, using Conjoint Analysis and Regression Analysis, respectively. The results show that consumers prefer Pampers, MamyPoko, cotton materials, tape type diapers, cartoon patterns.