尼加拉瓜植物性產品商業計劃研究

The Research of Business Plan in Plant-based Products in Nicaragua

李庭夏(Maria Leticia Noguera Saravia)

指導教授 ： 李旭華

共同指導教授 ： 楊斯琴(Sue Chin Yang)

淡江大學/商管學院/經營管理全英語碩士學位學程/碩士(2022年)

https://doi.org/10.6846/TKU.2022.00301

摘要

在尼加拉瓜，雖然有許多本地公司尋求使用有益健康的原料並承擔社會責任，但仍然缺乏種類繁多的產品和健康意識，而這可以通過用美味和營養的包裝食品教育人民來實現本研究中提到。為了討論消費者的行為和他們的偏好，93 人參加了方便抽樣的在線調查。一些描述性統計方法被用來衡量與植物性產品相關的客戶偏好的影響。從數據中，我們了解到千禧一代是這個商業計劃的目標市場，因此重點應該放在年輕人的營銷上，其中男性和女性的購物偏好存在差異。在此基礎上，目標市場已被確定，並應在製定該業務發展戰略時予以考慮。

關鍵字

植物性 ； 素食 ； 商業規劃 ； 尼加拉瓜

並列摘要

In Nicaragua, while there are many locally owned companies that seek to use wholesome ingredients and be socially responsible, there is still a lack of variety in products and health awareness that can be done through educating the population with delicious and nutritious packed foods as the ones mentioned in this research study. To discuss consumers' behavior and their preferences, 93 people were participants in the online survey by convenience sampling. Some descriptive statistical methods were used to measure the impact of customer preference related to plant-based products. From the data, we learned that millennials are the target market for this business plan, therefore the focus should be on marketing to young adults, where both male and females show differences in their shopping preferences. On this basis, the target market has been identified and should be taken into consideration when developing strategies in the development of this business.

並列關鍵字

Plant-based ； Vegetarian ； Business-Planning ； Nicaragua ； Marketing

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