碩士 / 國立臺灣海洋大學 / 應用經濟研究所 / 92 / Under the active policy of the government to promote fishery products and the international market condition, whether consumers’ perception and behavior with regards to seafood brands and safety are moving towards the projected goals are issues that motivate this study. In addition, because of the lack of consumers’ demand for seafood safety and awareness of brands, it would warrant further analysis to determine what marketing strategy would be best.
The main goals of the study are as to investigate the relationships among the factors that determine consumers’ perception of seafood brands and their awareness of seafood safety and the relationships among the consumers’ perception of brands and safety and factors that determine their decisions in seafood consumption. In addition, suggestions for the marketing strategy on the basis of the analysis will be made.
In this study, a questionnaire survey of consumers over 19 years age in the grater Taipei area was conducted. Sampling procedure is based on the proportion of population in each region. A total of 300 samples were obtained for the study. The methods of analysis include frequency distribution, Chi-squared test, Pearson's product moment correlation and probit analysis. The major findings are as follows:
A. Regarding brands and food safety, we find that (i)Consumers’ awareness of seafood brands and safety labels appears to be strong, (ii)The majority of consumers are not familiar with the certification labels of Hai-yen and HACCP, (iii)Willingness to pay for the value added by the seafood brand tends to increase with the level of family income, and (iv)Consumers who associate brands with safety certification, who know Hai-yen label, who pay attention to seafood safety labels and who support government involvement in brand and safety certification process are more likely to pay attention to safety labels when buying food in general.
B. Regarding consumers’ seafood consumption decisions, we find (i)While traditional market may be the major purchase channel of seafood, the super markets constitute the major purchase channel of seafood products with brands, (ii)Consumers usually buy fresh seafood products and the main reason for buying seafood with brands is the stability in quality, and (iii)Consumers who purchase seafood with brands less frequently are less likely to pay attention to seafood safety labels, while those whose motive for buying seafood with brands is the safety certification are more likely to pay attention to seafood safety labels.
C. Regarding our survey of the public awareness of brands, we find that none of the company brands with government aids appear to be more known to consumers than those without.
In summary, government should correct its strategy and set up more effective marketing strategy to satisfy the needs of producers and consumers.
| Identifer | oai:union.ndltd.org:TW/092NTOU5452013 |
| Date | January 2004 |
| Creators | Hua-Ling Lee, 李華玲 |
| Contributors | Ching-Chun Chen, 陳清春 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 191 |
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