根據台灣衛生署國民健康署(DOH)調查結果顯示，高達九九.二%的成人都有牙周問題，但多數人皆不自知，且許多專業牙醫師也提及口腔保健上若單就以牙刷進行物理性潔牙，只能清潔二十五%的口腔。除此之外，據Pollster波仕特線上市調於2011年8月調查顯示，民眾對於口腔狀況，最無法接受的狀況前三大即為口臭、牙齒顏色及蛀牙，而漱口水產品即為最適合每天進行口腔保健的清潔用品。在過去大多的相關文獻對於漱口水產品多為醫學相關領域之探討，鮮少從市場或消費端角度進行漱口水產品的探討，而類似的口腔保健產品探討上也是極為少數，故本研究想要以聯合分析法探討台灣之購買者對於「漱口水產品屬性」的偏好，以及最佳的產品組合。
本研究根據產品屬性理論產品屬性分類理論去找出適合的漱口水產品屬性方向，並經由探討過往相關的醫藥及個人口腔護理產品文獻將「漱口水」產品的屬性統整歸列出十二種。接著藉由前測問卷進而計算出各屬性的產品屬性分數進而篩選出四種產品屬性：「潔淨力」、「口碑」、「品牌」以及「價格」，作為使用於正式問卷中的最終產品屬性。
於正式問卷中，本研究透過聯合分析法設計出八種漱口水產品之虛擬卡片組合，找出購買者最偏好的產品組合，並藉由不同的市場區隔變數進行統計分析，找出在不同的變數下，購買者所偏好的屬性的重要性權重及水準。最後，找出全體填答者最看重的屬性為「口碑」，次要看重的屬性為「潔淨力」，而在不同人口變數區隔下，買方所看重的屬性狀況卻不盡相同。因此「漱口水產品」廠商可針對不同的市場，做出滿足不同需求的產品及具差異的行銷策略，藉由帶給購買者更好的價值進而有更高的獲利。

According to Health Promotion Administration, Ministry of Health and Welfare investigation, there are up to 99.2% adults having periodontal disease; in addition, a lot of professional dentists mention that if we only use toothbrush to do the physical cleaning for oral health care, it can only clean 25% of the mouth. Besides, according to Pollster Technology Marketing Ltd survey in August 2011, the top three unacceptable oral condition to people are halitosis, the color of teeth and tooth cavities. Therefore, mouthwash is the most suitable product for oral health. On the other hand, most of the relevant literatures for mouthwash are medical-related area of research. There are few literature discussing about mouthwash product from market or consumer point. Therefore, based on these reasons, this study attempt to find the optimal combination of mouthwash attributes through using a conjoint analysis.

In the beginning of this research, through reviewing the past relevant literatures to summarize in twelve suitable product attributes of mouthwash. And then, based on the results of the pilot test questionnaire, calculating the attribute score of every product attributes and generating top four product attributes: clean power, brand, word of mouth and price as the final product attributes on the official questionnaire. Finally, through a conjoint analysis, it was determined that buyers care about word of mouth most, followed by clean power, price, and the brand. In addition, purchasers have different preference for mouthwash at the different market segmentation variables. As a result, the company of mouthwash should develop different marketing strategies in order to satisfy different buyers from different market.

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