菸品消費者行為之研究─焦點團體之應用

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Title:	菸品消費者行為之研究─焦點團體之應用
Other Titles:	A study of cigarette consumer behavior through focus group
Authors:	洪佩幸 Hung, Pei-Hsing
Contributors:	潘忠煜 Pan, Chung-Yu 東海大學工業工程與經營資訊學系
Keywords:	菸品;消費者行為;焦點團體 Cigarette;Consumer Behavior;Focus Group
Date:	2007
Issue Date:	2011-03-23T09:13:35Z (UTC)
Abstract:	菸品市場開放迄今，進口菸品自市占率不足10%，成長至目前市占率已超過50%。相反地，國產菸品卻自98%的市占率跌至不足50%的市占率。本研究目的，在於調查影響消費者於菸品消費過程中，選擇捨棄國產菸品而購買進口菸品的相關因素，以及探究菸品市場內消費者的購買決策過程。本研究以焦點團體訪談方式成功訪問85位香菸消費者，統計分析消費者的香菸品牌偏好、消費者對國產菸品之評價、影響消費者選購某菸品種類的因素、以及消費者從接受外部訊息至決定購買的行為轉換過程。本研究結果得知，消費者不分男女皆偏好選購進口菸品，且對國產菸品的評價仍停留在價格低廉、外觀俗氣、味道欠佳、品質不良等印象。影響消費者選購菸品之因素有：價格、與人交際、味道、菸支特性、習慣、包裝、贈品、新鮮感等七大項。影響初次接觸菸品之消費者選購因素中，與人交際是相對重要的購買原因。而就正在尋求適合菸品品牌與已固定選購菸品品牌之消費者的選購，關鍵在於味道。本研究根據實際訪談推論消費者的購買決策過程依序為發現、選擇、改變的循環。「發現」意謂消費者察覺到某產品的存在，此時即開始啟動消費者購買行為的轉換。隨即邁入「選擇」階段，亦即當消費者察覺到該產品的存在後，會將該產品的商品銷售策略放到選擇的天秤上衡量。最終，消費者會做出選擇，選擇改變或不改變購買菸品品牌─「改變」。 Since the government permitted the import of cigarettes in Taiwan form 1987 up to now, the market share of domestic-made cigarettes has been continuously declining. The purposes of this study are to understand why consumers choose to purchase foreign cigarettes without domestic-made cigarettes and what consumers’ purchasing decision process is. According to the purposes of the study develops four topics for discussion: (1) catching on consumers’ cigarette brand preference, (2) finding out the consumers’ evaluation of domestic-made cigarettes, (3) understanding the factors of influence in consumers’ purchasing process, (4) comprehending consumers’ purchasing decision process. This study used focus group interview as survey instrument and successfully interviewed 85 cigarette consumers. The results of the study are: (1) consumers, no matter male or female, prefer to purchase foreign cigarette; (2) consumers are of the opinion that domestic-made cigarettes are equal to low-priced, tawdry-look, terrible-taste, and bad-quality products; (3) the factors of influence in consumers’ purchasing process are price, social function, taste, tobacco character, habit, extra gift, and newfangledness; (4) the consumers’ purchasing decision process is a detect-choose- transform circle.
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