應用聯合分析法探討促銷活動與商品特性及零售通路之關聯性研究

Abstract

在日新月異的消費時代，琳瑯滿目的促銷手法充斥市面，不僅往往讓消費者目不暇給，亦時常讓行銷人員困惑於促銷方案的取捨與選擇。面對異質化的消費群，究竟該如何選擇最適當的促銷活動，以激起消費者的購買慾望？而商品與通路的類型與特性，又是如何影響消費者的促銷偏好？ 本研究將探討消費者對促銷類型的偏好結構，及其與生活型態、涉入程度等行為變數的關聯性；並探討消費者在面對不同的商品特性與通路型態時，對促銷活動的偏好結構為何。研究的目的在於找出消費者對於促銷活動的偏好模式，以期望在分眾化的消費市場下，提供行銷人員一套關聯性準則，作為採用促銷活動時的參考，使促銷活動的效益能夠極大化。 本研究採用聯合分析方法，藉由層級貝式模型求得受訪者的個體偏好結構，針對受訪者進行集群分析，得到偏好結構群作為市場區隔的基礎；接著以生活型態因素、涉入程度等消費者行為變數，了解各偏好群的特徵。另外，進一步將受訪者依通路偏好與商品偏好作市場區隔，以探討不同的通路偏好與商品偏好，對促銷活動的偏好結構之異同。

With the increasingly diversified sales promotion techniques, it is not only confusing of consumers to select the favorable ones but also challenging of marketers to design effective programs. It has been proven that in the face of a heterogeneous market, it is more efficient to target certain promotion types toward segments which are prone to certain promotions, instead of targeting in a general level. In the study respondents’ preference part-worth values are obtained by using Conjoint Analysis. And Hierarchical Bayes Model is adopted in developing consumers’ preference structure. The respondents are segmented by Cluster Analysis, and each cluster is characterized by behavioral variables, including lifestyles and involvement. Furthermore, the study takes considerations of product categories and channel types, observing how promotion preference is changed by manipulating these factors. The purpose of the study is to evidence the promotion proneness segmentation and also find out the corresponding characteristics of each segment. The result could serve as a reference for marketers to design promotional programs, thus to increase the effectiveness and maximize the utility of promotions.