消費者對「臺灣農漁會百大精品」的購買意願

黃宗鈺

doi:10.6342/NTU.2015.01656

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消費者對「臺灣農漁會百大精品」的購買意願

Consumers´Purchasing Intention towars“Top 100 Premium Agricultural Products of Farmers´& Fishermen´s Associations in Taiwan”

黃宗鈺 , Masters　　Advisor：吳榮杰　　

繁體中文 DOI： 10.6342/NTU.2015.01656

品牌農產品、百大精品、資源整合；產品分級；市場區隔；選擇模型； Branded Agricultural Products ； Top 100 Premium Products ； Resource Integration ； Product Grading ； Market Segmentation ； Choice Model

Abstract │ Reference (31) │ Altmetrics

Abstract 〈TOP〉

Parallel Abstract 〈TOP〉

Since consumers have started becoming increasingly aware about food safety, the demand for quantity has changed to a demand for quality. The pursuit of high-quality agricultural products has been an important consideration for consumers and also presents an opportunity for fine agriculture development. By integrating its resources and applying the concept of “product grading and market segmentation,” The Council of Agriculture has been successful in promoting the “Top 100 Premium Agricultural Products of Farmers & Fishermen” brand event in Taiwan. The Council is currently in its tenth year. The main aim of this research is to understand how consumers differentiate between “branded” products and the “Top 100 premium” agricultural products, and to explore consumers’ willingness to pay higher prices for the latter. This research used questionnaires to collect data, and cluster analysis, market segmentation analysis, and the choice model to analyze and study consumers’ buying intention of the “Top 100 premium” brands.
 
   The empirical results showed that 74% of consumers had heard about “branded” agricultural products, 80% had purchased them before, and 75% were confident about their quality. The results also showed that 36% of consumers knew about the “Top 100 premium” products, 63% were willing to purchase a particular brand after learning about them from the questionnaire, 72% trusted their quality, and 79% preferred to see these products in the market. These results indicated that awareness of the “Top 100 premium” brand was still not high. The study found that consumers bought “branded” agricultural products mainly for their personal use, whereas they bought the “Top 100 premium” products to give away as gifts. Since the factors that affect consumer purchase preferences vary, media messages and food safety quality are important. The concept of organic food is also a topic of interest for consumers. This study shows that consumers’ willingness to recommend the “Top 100 premium” products to their relatives and friends was higher than their willingness to recommend “branded” agricultural products, suggesting that consumers accepted the quality and reputation of the former. However, the convenience of shopping for these products will determine their purchasing preferences. Further, the results of this study show that consumers were willing to pay higher prices for agricultural products of better quality than the “Top 100 premium” products, suggesting there is considerable scope to improve the image of the “Top 100 premium” brand among consumers.
 
    The “Top 100 premium” project promoted by The Council of Agriculture has created an opportunity for fine agriculture in Taiwan. However, without the necessary legislations , the marginal effects of implementation will be temporary . If a budget accounts for long-term planning and execution, there will certainly be hope for the future development of the “Top 100 premium” brands.

Keywords: Branded Agricultural Products, Top 100 Premium Products, Resource Integration, Product Grading, Market Segmentation, Choice Model.

Reference ( 31 ) 〈TOP〉

3. 周淑月、蔡必崑、蔣憲國(2011)。農會推動地區品牌權益之研究。台灣農學會報，12(4)，382-400。
連結：
6. 陳詩豪、孫盈哲(1989)，從經濟學的觀點看自創品牌，台灣經濟研究月刊，第134期。
連結：
8. 康祐諭(2009)。農會品牌農特產品行銷策略之研究。國立屏東科技大學農企業管理系碩士論文，未出版，屏東。
連結：
10. 詹億祥、蔡必崑、蔣憲國(2011)。農民組織建構農產品地區品牌歷程之研究。台灣農學會報，12(2)，126-150。
連結：
11.蕭崑杉(2006)。農業產業文化推廣策略之研究。農業推廣學報，21，1-32。
連結：

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