Starting out as a state-run enterprise, TSC has sought to diversify its operations from its core salt business to comply with uninhibited private, international competition. Taiwan Salt is now divided into Seawater Chemistry, Biotech, Info-Tech, and Distribution business units based on their respective unique product lines and directions of future development. In terms of Biotech, Taiwan Salt has applied medical-grade collagen to its medical/cosmetics business and turned it into a major revenue source. Therefore, it will be necessary to study consumers¡¦ behavior in buying cosmetics in order to promote and sell this product. This research examined consumers¡¦ sex, age, education, occupation, and monthly income and investigated how differences in these factors and in post-purchase satisfaction and loyalty would lead to significant differences in suggestions and perception. Customers of TSC¡¦s Kaohsiung sales office were, based on convenient sampling, taken as the subjects that received questionnaire survey. The collected data underwent statistical procedures and analysis, and conclusions and suggestions were drawn and put up to be adopted by TSC and even enhance TSC¡¦s competitive edge. The research has obtained findings and offered suggestions. 1. The findings of this study are presented as follows: 1.1. Overall, the products of TSC¡¦s collagen cosmetics is accepterable by the consumers. The empirical result supports this aspect. 1.2. Market orientation has a positive effect on collagen cosmetics market. As the results of the statistics, female consumers age among 35 to 55 are the main targets of the collagen cosmetics markets. 1.3. Consumers concern about the qualities, functions, services, much more than the price of the TSC¡¦s collagen cosmetics. 1.4. In purchasing TSC¡¦s collagen cosmetics, the income factor is not significant with the prices of the commodities. However, there still have relatively large spaces on improving the quality of the commodities. 2. Suggestions: 2.1. The questionnaire survey scope of this study is focused only on TSC¡¦s Kaohsiung sales office; it¡¦s better spreading the field into the whole markets. 2.2. Offer various field of questionnaire survey shall be very helpful on comparison and understanding the full view of the markets. And then the results of the study can be more practical on TSC¡¦s marketing strategy planning.

Facing the new technology era, electronic store all over the world and affect the behavior of consumer. As For dress production, besides the virtual stole method such as: department store and brand shop, electronic store give consumer another choices to consume. Therefore, we research dress consumers in Kaohsiung city, between dress store and electronic store, and discuss which one the consumers were most likely to choose. Additionally, we explore the effect of population statistic change and the life style on the consumer behavior. According to the study results, we hope this paper can help clothing sale companies to plan a suitable marketing strategy for distribution channel and get more profit. This thesis we take Q and A investigation, Descriptive Sattistics, Chi-square test, t-value test, one way ANOVA, two way ANOVA and SPSS as our main approaching research methods. Although electronic store become an easy and popular way for the consumers to choose, the paper explores that the consumers are likely to buy dress production in the shop rather than electronic store.

Made available in DSpace on 2016-06-02T19:51:27Z (GMT). No. of bitstreams: 1 DissSLS.pdf: 855470 bytes, checksum: d7bf0e57dca07794826fee52ee5daa27 (MD5) Previous issue date: 2007-02-27 / Food advertising and it effect on the food choices has been the target of frequent debates, being attributed to a great part of the responsibility for the problems of bad feeding of the population. Such situation has led to government initiatives with the aim to discipline the food advertising, mainly those destined to children. These initiatives can have important consequences on the promotion strategies of the food sector. The present work had as main objective to investigate the frequency and content of the food commercials on television, considering the strategies adopted in relation to the characteristics of the message, the food, the consumer and the appeals, as well as the execution or not of ethical norms of advertising. Therefore, the programming of three open TV channels was recorded during the morning, afternoon and night at preestablished schedules and then used in the content analysis. The results pointed to the prevalence of food commercials in the morning mainly for children advertising mostly products rich in sugar and fat. It was verified that the messages are fundamentally affectionate, with emphasis on the flavor of the food and the pleasure with little reference to the nutritional aspects and health. Great part of the commercials also presented debatable elements regarding to the ethics. At the end of the work, considerations are made about the need of the analysis of the food choice in a wider context, considering the advertising just one of the influence variables. It is considered that only joint actions of the public and private sector are capable to aid in the promotion of healthier food habits. / A propaganda de alimentos e sua influência nas escolhas alimentares tem sido alvo de discussões freqüentes, sendo atribuída a ela grande parte da responsabilidade pelos problemas de má alimentação da população. Tal situação tem levado a iniciativas governamentais que visam disciplinar as propagandas de alimentos, principalmente aquelas destinadas ao público infantil. Essas iniciativas podem trazer conseqüências importantes para as ações promocionais do setor alimentício. Este trabalho teve como principal objetivo investigar a freqüência e o conteúdo de comerciais de alimentos veiculados na televisão, considerando as estratégias adotadas em relação às características da mensagem, do alimento, do consumidor e dos apelos, bem como o cumprimento ou não de normas éticas da publicidade. Para tanto, foram gravadas as programações de três emissoras de canal aberto nos períodos da manhã, tarde e noite em horários pré-estabelecidos, sendo utilizado como método a análise de conteúdo. Os resultados apontaram a prevalência de comerciais de alimentos no período da manhã, voltados principalmente ao público infantil, sendo a maioria destes produtos ricos em açúcares e gorduras. Constatou-se que as mensagens são fundamentalmente afetivas, com ênfase no sabor dos alimentos e no prazer, havendo pouca referência aos aspectos nutricionais e de saúde.Grande parte dos comerciais também apresentou elementos discutíveis quanto à questão ética. Ao final do trabalho, são feitas considerações sobre a necessidade da análise da escolha alimentar dentro de um contexto mais amplo, sendo a propaganda apenas uma das variáveis de influência. Considera-se que somente ações conjuntas, de ordem pública e privada, são capazes de auxiliar na promoção de hábitos alimentares mais saudáveis.

Understanding consumers and the consuming process supply a series of benefits. Among these benefits are the support to managers in their decisions, the supply of a knowledge basis in which marketing researchers are able to analyze consumers, the support to legislators and controllers in the creation of laws and regulations regarding to the goods and service purchase and the support to the consumer in their best decision making. Besides that, the study which involves the consumer s behaviour can help us to understand the factors of the social science which influence the human s behaviour. The importance of understanding the consumer is found in the marketing definition as a human activity directed to supply needs and desires through the trade s process. In fact, the consumer s sovereignty principle is the central point in which the marketing area is based on. According to this concept, the consumer is supposed to be in the center of marketing efforts. The general knowledge of the consumer s behaviour has also a personal value. It is possible to help people to become the best consumers through the identification of factors which influence their own consuming activities, among them it can be mentioned the choice private institution of higher learning. / Compreender os consumidores e o processo de consumo proporciona uma série de benefícios. Entre eles estão: o auxílio aos gerentes em suas tomadas de decisões, o fornecimento de uma base de conhecimentos a partir dos quais pesquisadores de marketing podem analisar os consumidores, o apoio aos legisladores e controladores na criação de leis e regulamentos referentes à compra de mercadorias e serviços e o auxílio ao consumidor na tomada de melhores decisões de compra. Além disso, o estudo que envolve o comportamento dos consumidores pode auxiliar a compreender os fatores da ciência social que influenciam o comportamento humano. A importância de se compreender o consumidor é encontrada na definição de marketing como uma atividade humana direcionada a satisfazer necessidades e desejos por meio de processos de troca. Na verdade, o princípio de soberania do consumidor é o ponto central no qual se baseia a área de marketing. De acordo com esse conceito, o consumidor deve estar no centro dos esforços de marketing. O conhecimento geral do comportamento do consumidor também tem um valor pessoal. É possível ajudar as pessoas a se tornar melhores consumidores por meio da identificação de fatores que influenciam suas próprias atividades de consumo, entre elas pode-se citar a escolha de uma instituição de ensino superior privada.

Made available in DSpace on 2016-06-02T19:50:00Z (GMT). No. of bitstreams: 1 TeseJGCFM.pdf: 1381165 bytes, checksum: b306b0c402f6673a8ea64e2f8db0bd1c (MD5) Previous issue date: 2007-05-10 / Information Technology (IT) starts to play an important role in the day-by-day, changing the way the cattlemen manage their properties. IT affects business management as it allows for search, access, storage and dissemination of information, improving the decision-making process. Besides softwares and agribusiness websites, IT includes electronic devices for storage of sanitary, nutricional and genetic information; television channels and telecommunications structure. This research aimed to study the use and the diffusion of IT in the beef cattle breeding, from the analysis of the factors that have influenced its adoption; to describe resources, procedures and necessary actions for IT operation; to segment (classify) rural enterprises by their technological level; and to elaborate suggestions to intensify the IT uses in the cattle breeding business. The research was performed in two stages, quantitative and qualitative. In the first stage, a survey with producers was performed. Information concerning the different technologies adopted and the attitudes taken with IT, enabled to identify the level of innovativeness of producers. It was possible to classify them by the similarities of the technological position. The second stage analyzed experiences, opinions and perspectives regarding the technology integrated to the productive system. Two properties were analyzed by each category, totalizing ten case studies, by personal interviews. The results indicated the reasons of the adoption or rejection of a certain IT by the producers, allowing for the identification of the reasons why some producers have adopted it more quickly than others. It was possible to understand the modifications in the rural organization due to IT adoption, as, for example, improvement in managerial skills. Altogether, the processes have been improved and became easier, with positive consequences in several areas, including human resources and the enterprise s image in the market. / A Tecnologia da informação (TI) começa a ganhar espaço no dia-a-dia do produtor, mudando a maneira como os pecuaristas administram suas propriedades. A TI afeta a gestão do negócio, ao facilitar a busca, o acesso, o armazenamento e a disseminação de informações, favorecendo a tomada de decisão. Além dos softwares e portais sobre o agronegócio, a TI inclui dispositivos eletrônicos para armazenamento de informações sanitárias, nutricionais e genéticas; canais de televisão e estrutura de telecomunicações. O objetivo desse trabalho foi estudar o uso e a difusão da TI na pecuária de corte, a partir de fatores que influenciaram a adoção; descrever recursos, procedimentos e ações necessárias para o funcionamento da mesma; segmentar os empreendimentos rurais a partir do nível tecnológico; e elaborar propostas para intensificar o uso da TI na atividade pecuária. A pesquisa foi realizada em duas fases: uma quantitativa e outra qualitativa. Na primeira, foi realizado um levantamento do tipo survey com produtores, buscando informações acerca das diferentes tecnologias adotadas e das atitudes em relação às mesmas, possibilitando identificar o grau de inovatividade dos produtores e agrupá-los pela semelhança da postura tecnológica. A segunda analisou experiências, opiniões e perspectivas a respeito da tecnologia integrada ao sistema produtivo de duas propriedades em cada categoria, totalizando dez estudos de caso, a partir de entrevistas pessoais. Os resultados proporcionaram entendimento sobre os motivos da adoção ou rejeição de uma determinada TI pelos produtores, permitindo identificar as razões para alguns produtores adotarem mais rapidamente que outros. Foi possível entender as alterações ocorridas na organização rural por ocasião da implantação dessas tecnologias, observando-se, por exemplo, um avanço nas práticas gerenciais a partir da adoção e uso da TI. De um modo geral, os processos foram aprimorados e facilitados, com reflexos positivos em várias áreas da propriedade, incluindo recursos humanos e a imagem do empreendimento no mercado.