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  • 學位論文

文旦柚市場區隔與產品定位之研究-以東河鄉農會品牌為例

A Study on the Market Segmentation and Product Position of Wentan Pomelos -A Case of Dong Ho Township Farmer’s Association

指導教授 : 林豐瑞

摘要


Nowadays, agriculture is still the major industry of Dongho Township. The main agricultural products are citrus fruits, including traditional sugar apple (Annona squamosa), Atemoya, plum, pomelo (Citrus maxima), Formosana Condorvine, Valencia, Murcott, Orange sweet (Citrus sinensis), and Navel orange (Citrus sinensis Osbeck). The planting area of pomelo is not the widest one in Dongho Township; however, pomelo needs longest cultivation time period and largest labors and materials investment. It is a very important fruit for the development of Dongho Township agriculture.   According to the motivation and purpose, this study interviewed the consumers who purchased pomelo marked with the brand of Dongho Township Farmers Association (BDTFA) using questionnaires and SPSS 12.0 as a statistical software to do practical analysis. Meanwhile, the purpose of this study is to investigate the demographic background characteristics and behavior of the consumers who purchased the pomelo marked with the BDTFA; then, to investigate the demographic background characteristics and behavior of the consumers who have different styles of decision-making strategies in purchasing the pomelo marked with the BDTFA. Furthermore, this study also investigated what product virtues that the consumers, with different styles of decision-making strategies, who purchased pomelo marked with the BDTFA were cared about. Finally, the differences among the consumers were detected using independent samples t test. The results showed the model construction for the different demographic background and the consumer behavior characteristics of whom purchased pomelo marked with the BDTFA, the demographic background and consumer behavior characteristics of the consumers, who purchased pomelo marked with the BDTFA, with different styles of decision-making strategies on purchasing pomelo marked with the BDTFA, and the cognition of product virtues of the consumers with different styles of decision-making strategies on purchasing pomelo marked with the BDTFA can be applied to explain and predict the pomelo consumers and the separation of market. Meanwhile, product virtues could affect the decision-making style of consumers directly. Finally, this study provided the possible contents of management and practical suggestions for the pomelo farmers of Dongho Township Farmers Association and government as a reference.

並列摘要


目前東河鄉之產業主要仍是以農業為主,其中農特產品有:傳統釋迦、鳳梨釋迦、梅子、文旦柚、大白柚、晚崙西亞、茂谷柑、甜橙、臍橙等各類柑桔為主,而文旦柚雖然不是栽種面積最廣的,但是文旦柚之栽培期限最長,投入之人力與物力也是最多的,對東河鄉農業之發展是一項極為重要的果樹。 本研究依據研究動機與目的,以有購買東河鄉農會品牌文旦柚之消費者為受訪對象,並以問卷調查方式與SPSS12.0統計分析軟體進行實證分析。此間,本研究旨在探討東河鄉農會品牌文旦柚消費者的人口背景特徵與消費者行為特徵,及東河鄉農會品牌文旦柚消費者在不同消費者決策類型上的人口背景特徵與消費者行為特徵,再者,探討東河鄉農會品牌文旦柚消費者在不同消費者決策類型對產品屬性上有那些特徵,最後,以獨立樣本t檢定與變異數分析來判別東河鄉農會品牌文旦柚消費者在不同消費者決策類型對產品屬性上是否具有認知差異。 由研究結果顯示,本研究架構對東河鄉農會品牌文旦柚之消費者的人口背景特徵與消費者行為特徵,與東河鄉農會品牌文旦柚之不同消費者決策類型消費者的人口背景特徵與消費者行為特徵,及東河鄉農會品牌文旦柚消費者決策類型之產品屬性的特徵,和東河鄉農會品牌文旦柚之不同消費者決策類型對產品屬性之認知,可以運用在東河鄉農會品牌文旦柚消費者市場區隔。另外,產品屬性此構面對消費者決策類型之構面有直接影響。最後,本研究進一步針對研究結果提出可能的管理意涵,並提出具體可行之建議供東河鄉農會品牌文旦柚之農民及公部門參考。

參考文獻


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