碩士 / 國立屏東科技大學 / 農企業管理系所 / 105 / This research tries to understand the consumers of Supermarket of Farmer’s and Fishermen’s Association. The data have been collected from the questionnaire survey via the quota sampling method and 483 were collected valid. The data collected from target samples were analyzed by the statistical analysis, the letter analysis, the validity analysis, the variance analysis, the correlation analysis and the path analysis of purchase motivation, perceived quality, purchasing behavior of organic agricultural products through SPSS20.0.
The results of the research are as follows:
1. The demographic variables have the significant difference on purchase motivation of the consumers of organic agricultural products.
2. The demographic variables have the significant difference on perceived quality of the consumers of organic agricultural products.
3. The demographic variables have the significant difference on purchasing behavior of the consumers of the organic agricultural products.
4. The perceived quality has a positive influence on purchase motivation of the purchasing behavior of organic agricultural products.
5. The consumer has a positive influence on purchase motivation of the
purchasing behavior of organic agricultural products.
6. The consumer has a positive influence on perceived quality of the purchasing behavior of organic agricultural products.
The recommendations of the research are as follows:
1. Product Strategy: Using the product positioning of the core product, the basic product and the additional product to enhance the purchase motivation, and the launch marketing campaigns for the segmentation are suggested.
2. Pricing Strategy: Focusing on the product quality, product positioning and market competition, and stabilizing the prime price to make more profit. Also segmenting the market to cultivate the identification toward organic agricultural products.
3. Sales channel strategy: Expanding the sales channel, operating the social network sites with advertisement campaigns and the corporation with others to do the sale of organic agricultural products.
4. Promotion strategy: Using the Internet and applications such as Line to share the relative information. And also building the sale plan based the festival to promote the organic agricultural products hoping to increase the sale and the popularity.
| Identifer | oai:union.ndltd.org:TW/105NPUS5688021 |
| Date | January 2017 |
| Creators | Chen, Pei-Chun, 陳佩君 |
| Contributors | 鄭秋桂 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 122 |
Page generated in 0.0153 seconds