- 學位論文
品牌知名度與認知價值對宜蘭縣農民購買農藥意願之影響-以興農公司為例
Study The Brand and Perception Value of Farmer Purchase Agrichemical in Ilan- The Case of Sinon Corporation
摘要
臺灣處於亞熱帶且地形多樣，生物種類繁多，高溫潮濕的氣候，加上一年數作，臺灣大部份農民均依賴化學農藥防治病蟲害。 目前國內主要的農藥公司以興農農藥市佔率最高，規模最大且品項最多。因此，本研究以興農公司為例，針對購買宜蘭地區興農公司產品的消費者由品牌知名度、認知價值、購買意願找出各構面間的關係，並找出購買興農公司產品之消費者對品牌的特性，希望可以了解消費者在購買興農公司產品時的關係與影響。 本研究利用SPSS20.0統計套裝軟體進行分析與檢定，主要的分析方法為信、效度分析( reliability analysis )、敘述性統計( descriptive statistics )、獨立樣本t檢定 ( t-test ) 與單因子變異數分析( one-way ANOVA ) 等分析方法。抽樣方式採便利抽樣法，參考宜蘭縣植物保護商業同業公會117位成員為標準，選擇屬於興農股份有限公司成員共10家，共發放400份問卷。 由人口統計變數分析顯示，購買其產品的消費者性別主要以「男性」居多; 年齡方面以「61歲以上」的農民為最多; 教育程度方面以「國小及自修」的農民最多; 主要作物以「蔬菜」的農民為最多; 「没加入產銷班」的農民為最多;務農模式以「兼業農戶-以農業為主」的農民為最多; 務農經歷以「15年以上」的農民為最多; 耕作面積以「2公頃以上」的農民為最多; 年收入以「200,000 元以下」的農民為最多。 根據本研究之結論，提出管理建議: (一) 提升農藥品質，維持良好形象，促進購買意願。(二) 區隔市場，選定目標顧客群。(三)教育農友購買品質安全的農藥。 (四) 提供競爭性的價格。
並列摘要
Taiwan, also know as Formosa, is located in the subtropical and diverse terrain in Asia. Blessed by high temperature and humidity, farmers in Taiwan may harvest several times a year. However, appropriate weather contributes not only high productivity but also pests and plant diseases. Therefore, the majority of farmers are dependent on chemical pesticides to control those unpleasant situation. Recently, Sinon Corporation which provide many and varied products in the pesticide market, is the major pesticide company with highest market share in Taiwan. This study use Sinon's products as a target to investigate the relationship between the various dimensions, and identify consumers to buy the Sinon's products for agriculture brand identity, hope to understand consumers of buy Sinon’s products in relation to agriculture influence. This study use SPSS20.0 statistical software package to execute reliability analysis, descriptive statistics, independent samples t-test, one-way ANOVA and other analytical methods to conduct conclusions and recommendations. It also adopted random sampling method, which use 117 members of Yilan County Plant Protection Association as a standard, posted 400 questionnaires to 10 alliance groups of Sinon Corporation. The demographic variables analysis showed that consumers who purchasing pesticides profiles. In gender factor, most farmers are “male.” In age factor, most farmers are “more than 60 years old.” In education factor, most farmers are “primary school educated or self-asses learned.” The major crop planted is vegetables. Majority interviewee does not join any farmer marketing group. The majority farming method is “pluralism farmer - agriculture dominated.” Most farming experience are "more than 15 years.” In farm size factor, most interviewee work in "two hectares or more.” In annual income factor, most farmer have “NTD200,000.” Based on the conclusions of this study, There are four considerable recommendations to increase the sales of Sinon’s products: 1. To enhance the quality of pesticides, to maintain a good image, promote the purchase intention. 2. To set up market segment, select target consumer group. 3. To Education farmers buy quality safe pesticides. 4. To provide competitive prices.