聯合分析法於品牌權益之研究-以貓飼料為例

Abstract

In recent years, with the change of Taiwan's population structure，lifestyle, interpersonal alienation，reforming emotional relationships, declining birthrates, aging society and other factors, promoted a trend wave of pets and pet shops in Taiwan. The numbers of pet grooming salons and pet hospitals are also increasing year by year. Currently the Taiwanese pet market counts 160 million cats and dogs only which is a considerable size for the overall pet food market, pet supplies, pet grooming and other related products. In addition to create product differentiation, to understand customer’s real needs is the key to success. This study selects four well-known brands from the cat food market, gather information through internet questionnaire, applicates conjoint analysis to measure the brand equity of the four brands. Then through market segmentation a further analysis and comparison will be conducted, with the aim to find differences and characteristics between groups. Finally, with the analysis results, manufacturers will be provided with recommendations on marketing management.