台灣地區之啤酒市場自從1987年開放歐美地區啤酒之進口後，開始走向多元的樣貌，品牌間各自有不同的啤酒風味、價格設定、產品包裝以及品牌行銷策略。本研究者作為消費者在購買罐裝啤酒時，著實對各品牌的產品策略非常感興趣，也試圖站在廠商的角度思考如何設計成功的產品策略來吸引消費者購買呢?循著該脈絡下，即希望透過瞭解消費者對於產品特徵的偏好，進而在設計商品時能有科學化的依據。
　　為研究消費者對產品特徵之偏好，本研究以產品屬性理論為研究的理論基礎，並以聯合分析法作為研究主幹；本研究分為兩階段，第一階段透過啤酒相關屬性文獻回顧萃取出11項屬性，並經過74份前測問卷之結果篩選出4項重要性較高之屬性，以避免在聯合分析法階段受測體過多影響受測者填答有效性之情形。
　　最終採納的4項重要性較高之屬性依序為「品牌」、「口味」、「購買便利性」、「價格」，而根據文獻與現實市場之狀況分別賦予各屬性相對應之屬性水準；而根據部分因子法中的直交設計，將上述4種屬性共10種水準組合成9種產品卡片，而該9種產品卡片將作為第二階段正式問卷之受測體。
根據第二階段正式問卷之分析結果，可求得各屬性水準對受測者之成分效用值，進而求得各屬性之重要性權重，而該兩數值可用作分析受測者之偏好情形。
　　本研究結果發現，全體受測者較重視「品牌」、「口味」、「購買便利性」這三項屬性，最不重視「價格」屬性；至於最佳產品組合為「品牌:曾聽過，口味:適中，價格:55元，購買便利性:具備」。而以性別來區分受測者之分析結果為男性受測者較重視「購買便利性」，女性受測者較注重「品牌」、「口味」，最不重視「價格」，相較之下男性受測者明顯地較女性受測者更為重視「價格」屬性。
關鍵字:罐裝啤酒、產品屬性理論、聯合分析法

With the permission of import of beer from Europe and U.S.A in 1987, beer market in Taiwan was no longer solely dominated by the Taiwan Beer. Since then, many other brands blossomed and started to compete for the market share. Nowadays, we can see beer manufacturers all try to differentiate themselves from others by developing special beer flavors, different pricing strategy, enticing package-design, and devoting themselves into branding strategy. As a consumer, I’m fascinated by their efforts during purchasing. Although not every firm succeeds in the competition for market share. I started wondering that what are the features of beer which attract the consumers? In this context, this study tries to understand the preference of consumers toward product attributes through conjoint analysis, hoping that with the scientific result we can design the product policy logically and precisely.

This study adopts product attributes theory as basic assumption and conjoint analysis as primary method. In the first phase of this study, we extract 11 product attributes of beer through literature review to build the pre-test questionnaire. Then, we conduct the pre-test by asking subjects to prioritize the extracted attributes based on their own preference. After analyzing the result of the pre-test questionnaire, we filter out the top-4-preferred attributes which are “brand”, “flavor”, “convenience”, and “price”.

In the second phase, we employ orthogonal method to the result of first phase to construct the official-test questionnaire which is designed as 9 virtual beer described by different attribute levels. The subjects in official-test are asked to prioritize the 9 virtual beer according to their preference.

By analyzing the result of the official-test, we can calculate the part-worth utility and the weight of product attributes, which can be used to explain the attitude of the subjects toward different levels of attributes and the importance of product attributes toward the subjects.

The result reveals that “brand”, “flavor”, “convenience” are important to all of the subjects, and to whom “price” is less important. Furthermore, we find out that the optimal combination of product attributes is “brand: heard before, flavor: moderate, price: NT55, convenience: Yes”.

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