Because the fresh milk market is growing gradually to be mature in Taiwan, the major firms of the fresh milk industry try to find the other way to make profit. They try to segment the fresh milk market by the higher price or some new functions of fresh milk. This study is to discuss the consumer¡¦s behavior in fresh milk market. According to the attribute of buying effecting factors, it can class the consumers as 1.group of product-distinction; 2.group of marketing-distinction; 3.group of subjectivity-distinction. These groups can be helpful to understand consumer¡¦s buying effecting variables and the acceptance to higher price fresh milk.
The conclusions of this study are presented as follows:
1.Fresh¡BHigh Quality and 100¢H Nature, these three factors of buying effecting are most important to the fresh milk consumers.
2.Leading firms in fresh milk industry actively promote their higher price products, but the consumer can¡¦t aware these products easily and keep low will to buy that.
3.According to the attribute of buying effecting factors, it can class the consumers as 1.group of product-distinction; 2.group of marketing-distinction; 3.group of subjectivity-distinction.
The conclusions above are significant to the management in the following aspects.
1.Understanding the consumer¡¦s behavior, the firms could match the real needs of the consumers.
2.To launch a new product must have the unique selling proposition (USI), and you can earn the consumers.
3.The firms in fresh milk industry could make different marketing strategies to the distinct consumer groups.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0910107-034819 |
| Date | 10 September 2007 |
| Creators | Fang, Chien-kai |
| Contributors | DE-BIN GUO, Bei-Hao HUANG, Tai-Hwa Zhou |
| 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-0910107-034819 |
| Rights | not_available, Copyright information available at source archive |
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