碩士 / 國立屏東科技大學 / 農企業管理系所 / 102 / The purpose study:1.Analysis of consumer buying motives and buying vegetables considerations. 2.Consumer of different consumer characteristics and differences in the purchase motivation of the purchase consideration. 3.Reference provides marketing strategy Farmers supermarkets industry develop.
According to the Engel, Blackwell and Miniard Model (EBM Model),the study utilize the Convenience sampling for the PingTung inhabitants. There are total 483 samples returned. For analyzing statistics, the study applied Frequency distribution, Factor analysis, Chi-Square test, Cross analysis contingency table and multivariate analysis of variance (MANOVA) to demographic variable, transaction feature variable, information sourcevariable, motivation variable, and consideration variable.
The findings knew:First, the way of shopping and the demographic variables such as gender and diet habit had much correlation with the consideration factors-price, ingredient, taste, and profession. Second, the demographic variables do not affect the frequency. However, there were significant variations between the health and environmental protection in motivation factors and the taste and profession in consideration factors. Finally, the demographical factors about age, income, and marriage will sway the amount of money each time spent. The healthy and environmental motivation had much influence on the consideration in price and ingredient.
Recommendations：
1.Product Strategy:Recommended that the industry do its product positioning in the understanding of what their product is more susceptible to the type of consumer preferences, the coming marketing for the area
market segment.
2.Pricing Strategy:Recommends industry to product quality, positioning, market competition should improve its product pricing, because a slightly higher price, but in order to segment the market, and establish consumer acceptance for high-quality vegetable products, a sense of security.
3.Channel strategy:Recommended that the industry can cooperate with other Pingtung and Kaohsiung Area Farmers supermarkets expand sales
channels, marketing opportunity vegetable products
4.Promotion strategy:In addition to the recommendations on the industry for promotional advertising in newspapers and magazines, you can take part in or organize exhibitions and sales of agricultural sales to increase the
visibility of their products will be of.
| Identifer | oai:union.ndltd.org:TW/102NPUS5688014 |
| Date | January 2014 |
| Creators | Lu, Chen-Huo, 盧振豪 |
| Contributors | Tuan, Chao-Lin, 段兆麟 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 81 |
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