In Taiwan, under the competitive environment that exported fruits enter the market gradually, domestic fruits should manifest their features through the establishment of product brands and governmental certifications. In addition, the consumer behavior such as consumers¡¦ habits and characteristics of choosing domestic fruits will become the key factors whether domestic fruits will have great market share successfully. Therefore, this study intends to explore what the key factors are when our countrymen choose domestic fruits. Through Analytic Hierarchy Process (AHP) Method, the key indicators that our countrymen choose domestic fruits have been established. Through complete collections of related literatures, including the collections and the explorations of literatures such as consumer behavior, Consumer Decision-Making Model, product attributes, and consumers¡¦ characteristics of choosing fruits, this study has constructed the key indicators that our countrymen choose domestic fruits, in which the aspects of product, consumer habit and policy are included. The aspect of product includes brand, product feature, product price, product package style, product quality, product classification, and product safety and hygiene; the aspect of consumer habit includes purchase purpose, source of information, promotion activity and purchase location. Finally, this study is of the opinion that governmental policies play a key role in the aspect of policy. Therefore, the aspect of policy has also been classified as the main dimension in this study, including the sub-principles such as promotion policies, quality certification by the government, the government¡¦s policies of imports and exports, traceability and so on. Through the analyses and retrievals of the questionnaires answered by the experts in the fields of production, official, and academia, related suggestions about marketing have been proposed, and provided as the reference for the supply and distribution units such as agriculture associations, fruit and vegetables cooperatives, and production-marketing groups and so on to select and set up related products and strategies. As a whole, this study has found out that as for the key factors that our countrymen choose domestic fruits, the most emphasized ones are: the aspect of product¡]0.406¡^¡Ö the aspect of consumer habit ¡]0.361¡^¡Ö the aspect of policy¡]0.233¡^. In other words, in terms of the aspect of policy (traceability, quality certification by the government, promotion policies, and the government¡¦s policies of imports and exports), consumers are less easily affected by the factor of the aspect of policy, aimed at the issue of the key indicator that our countrymen choose domestic fruits. In the perspective of related agriculture units, there is still room for improving the effort made according to our country¡¦s agriculture policies. In the future, the guiding principle for improvement needs be drawn up actively, aimed at the previous effort in the aspect of policy made by related agriculture units. In addition, in this study, related research suggestions have been proposed, aiming at the directions such as product safety and hygiene, brand strategies for domestic fruits, consumers¡¦ purchase behavior, package styles, and so on.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0617109-113613 |
| Date | 17 June 2009 |
| Creators | Chen, Hsien-ling |
| Contributors | Tsuang Kuo, Hsien-tang Tasi, Iuan-yun Lu |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0617109-113613 |
| Rights | unrestricted, Copyright information available at source archive |
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