有機食品消費者市場區隔與目標市場溝通策略之研究

THE RESEARCH OF THE SEGENTATION AND COMMUNICATION STRATEGY OF ORGNIC FOOD MARKET

湯永如(Yung-Ju Tang)

指導教授 ： 沈永正

元智大學/管理學院/管理研究所/碩士(2009年)

摘要

近年來因政府提倡節能減碳，以及健康意識抬頭，消費者的消費型態逐漸轉變為自然、健康的消費方式，有機食品儼然形成一股新的飲食風潮。本研究以有機食品為探討產品。研究目的為：1.探討有機食品消費者所重視的利益因素以及購買動機2.以利益因素及消費行為區隔不同的目標市場3.探討不同的區隔的消費者特徵與消費型態4.希望研究結果能提供業者制定行銷策略時的參考。本研究以消費利益/消費行為，以人口統計、媒體接觸行為作為描述變數，整合次級資料及經由深度訪談所得之初級資料發展設計問卷。資料分析之統計方法包含敘述性統計、探索性因素分析、集群分析、變異數分析、卡方檢定。集群分析將樣本區隔為四個族群：區隔一、養生保健型：占樣本數20%，購買頻率最高，目前是有機蔬果汁最大的消費族群。區隔二、信仰生活型：占樣本數33%，為比例最高的集群，傾向價格便宜及交通方便的店家。區隔三、自我主張型：占樣本數25%，為比例次高的集群，雖然此區隔群為人數次高的集群，但是購買頻率卻最低，所以市場規模較小。區隔四、環保尖兵型：占樣本數22%，此族群注重環保的形象，交通方便與離家近為選擇購買店家的主要考量因素。

關鍵字

有機食品 ； 消費行為 ； 市場區隔 ； 利益區隔

並列摘要

In recent years by the Government to promote energy-saving carbon, as well as the rise of health awareness, consumers gradually shift consumption patterns of natural and healthy consumption patterns, the formation of organic food has become a new wave of restaurants. Due to the promotion of Energy Efficiency and Carbon Reduction by our Government for these years, as well as the rise of health awareness, consumers are putting more and more emphasis on natural and healthier lifestyle, and the organic food had become the major choice for most of those consumers. In this study we take organic food as subject to see how consumers of organic food make their purchasing decision. The purposes of this study as follow：1. to discover what benefit factors those consumers of organic food are looking for ,and what motivate them to buy；2. Separate these customers into segments with benefit factors and purchasing behavior；3.to investigate the consumer characteristic and buying behavior in each segment；4. Take these findings as reference when developing marketing strategies. This study use consuming benefits/consuming behavior, demographic variables as descriptive variable, combing with secondary data and primary data collected from in depth interview to develop questionnaire. The analysis method we used in this study includes descriptive statistic, explorative factor analysis, cluster analysis, variable analysis and Chi-square test, after cluster analysis we separate samples into four segments：Segment 1,Health Care type, accounted for 20% in total Sample, The highest purchase frequency, currently is the largest consumer group of Organic Vegetable Juice, Segment 2,Religious type, accounted for 33% in total Sample, the largest group of all , are price sensitive and prefer to purchase in nearest ,convenience is their first concern, Segment 3, Self-advocate style, a second largest group, though the lowest purchasing frequency ,account for smaller market share,
Segment 4, The vanguard of environmental protection type, accounted for 22% in total Sample, group focused on environmentally-friendly image, they prefer Convenience and closer to home when choosing a place to buy.

並列關鍵字

Organic food ； consuming behavior ； market segmentation ； benefit segmentation

參考文獻

21. 鄭健雄（2002）。休閒農業旅遊市場區隔化之研究－以宜蘭休閒農場為例。農業經營管理年刊，8（20），頁144~160。

9. 林妙娟、丁孝全（1999），有機農產品的消費研究，花蓮區農業改良場研究彙報，17，21-42。

12. 郭正雄（2006），「以Kano模式與綠色行銷觀點探討有機專賣店之顧客需求」，朝陽科技大學企業管理系碩士班論文。

15. 黃永富、郭正雄（2007），「以Kano模式與綠色行銷觀點探討有機專賣店之顧客需求」，品質月刊2007年7月。

23. 魏建和（2005），「有機農場直營有機商店對有機消費者之消費行為探討」，國立中央大學企業管理研究所碩士論文。