A Case Study on the Market Segmentation of Health Caring Product Company in Taiwan

[[abstract]]More and more people go to the gyms to do exercise in Taiwan, and they are seeking the good body shapes and health lives. Besides going to the gyms, the customers would buy the health caring products to do exercise at home. Because the needs of the health caring products are increasing, the industries would do their best to satisfy the needs that the customers have asked. Therefore, the industries have to focus on some specific groups to satisfy their needs and wants. The purposes of this paper are as following: 1. to understand and analyze the features of case company. 2. to understand the characteristics of the customers by using the servey samplings. 3. to evaluate and select the target market by using the process of market segmentation. 4. design the right strategies within the particular segments via the results of this paper. This paper is to clarify the segmentation of the customers in the case company. This paper would build the empirical model via Cluster Analysis. The data used by this paper are from the field survey based the consumers went to buy the products offered by 16 chain-store of the case company in the regions of Taichung, Changhua, and Nantou in middle Taiwan. The 240 samples were sampling by randomly without adjustment, only 104 samples used in this paper. The results of the segmentation in the health caring product characteristics are the service oriented, the product design oriented, and the effectiveness oriented, and the segmentation of the lifestyle of the customers are worshipping foreign products oriented, expending carefully oriented, seeking fashion oriented, exercising to keep in good shape oriented, beauty and health care oriented, and diet and massage oriented