本研究以玫瑰花為研究對象，探討玫瑰消費者之消費行為相關問題，並配合消費者行為理論及市場區隔理論，建立玫瑰之市場區隔logit模型，並進行實證分析，依據不同區隔市場之特黴，擬定行銷策略。
The purpose of this paper is to inquire into the behavior of rose consumers and the segmentation of rose markets in Taiwan. For this purpose, the theories of consumers’ behavior and market segmentation are developed.
