消費者購買有機米的消費行為及行銷策略之研究

A Study on Factors Influencing Consumer Purchase Behavior and Marketing Strategies for Organic Rice

劉興榮(Hsing-Jung Liu)

《花蓮區農業改良場研究彙報》 29期 (2011/12) Pp. 51-62

https://doi.org/10.6957/RBHDAIS.201112.0051

摘要

本研究的目的希望透過消費者的消費行為，了解消費者購買有機米的動機、消費特性、決策過程、評估因素，並藉由消費者通路調查瞭解有機農產品產業結構等模式及有機農產品的行銷策略。本研究藉由集群分析將消費者分為3群「口碑保健群」、「中產健康群」、「頂客養生群」來探討，結果發現獲得資訊來源、家庭用餐人數及購買有機米的品項等3項因素，是主要影響消費者分群的主要原因。另外藉由對應分析，針對3個集群的消費者特性，提供農會在有機農產品行銷策略上分析與建議，在「口碑保健群」部分主要採用口碑行銷策略來經營此客群；「中產健康群」部分主要採用活動行銷策略來經營此客群；「頂客養生群」部分主要採用關係行銷策略來經營此客群。

關鍵字

有機農業 ； 消費者通路 ； 消費行為 ； 有機米

並列摘要

As national income increases, the concept of green consumption which emphasizes the importance of health and safety also becomes more popular in Taiwan. Under such new trend, the amount of organic products produced and the market for organic food have both grown rapidly. While organic agricultural products are major food commodities usually consumed, the potential effects consumer buying behavior may bring to the development of the entire organic agricultural industry also become eminent. Based on the concept, this study aims to examine the purchasing behavior in order to understand consumer motivation of buying organic rice, decision-making process, and factors that influence their evaluation. Through investigating the distribution channels of commodities, we can have a more thorough understanding about the structure of organic food industry and marketing strategy for organic products. Applying cluster analysis, I roughly divide the consumers into three different groups: consumers who buy organic products because they have listened to other people's recommendation (Consumers attracted by Word-of-Mouth Marketing), consumers whose social class belongs to the middle class (Middle Class Consumers), and consumers who believe in ”LOHAS” ideas (LOHAS Consumers). The results show that ”Information acquirement”, ”Number of people dining at home” and ”Organic rice items” are three major factors that influence purchasing behavior and thus categorize consumers into different clusters. By using correspondence analysis, I collect features of these three clusters, and provide Farmers' Association enough data and helpful suggestions for their future marketing strategies. For consumers who make decision based on other people's recommendation, sellers can apply word-of-mouth marketing strategy to attract them. As for ”Middle Class Consumers,” sellers can use promotion activities to appeal to the customers. Finally, for ”LOHAS Consumers,” sellers should put more attention on relationship-building and leave the customers a good impression.

並列關鍵字

Organic Agricultural ； Consumer Channel ； Consumer Behavior ； Organic Rice