| Summary: | 碩士 === 臺中健康暨管理學院 === 經營管理研究所 === 92 === Health is paid much more attention to by modern people than before, and the value of its business opportunities for each year is up to NT.$ 25 billions, of which a year of market sales for essence food is about 2 billions. Therefore, with respect to potential market development of chicken essence, food businesses actively try to make chicken essence everyday food suitable to drink as usual, not only drinking during particular time such as for examination, supplement of physical strength, and illness, etc.. However, there are a large number of differences among various brands of chicken essence products, and how do consumers value each characteristic of chicken essence？ This is the primary motive for this research.
This document refers to “Consumer Goods Characteristic Model” by Lancaster（1966）as the theory base and divides into three categories for exploration among which relevant data is obtained during the years of 2000-04 in Taiwan area. As to the evaluation of substantial evidences, apparent level of each characteristic can first be analyzed using SPSS（Statistical Package for the Social Science）, and price equation of chicken essence can then be evaluated in the least square by using common box-cox SPSS（Statistical Package for the Social Science）to avoid the potential heterology phenomenon on data.
The conclusion obtained by our graduate school is as follows:
（1）Among marginal prices of nutrition characteristics, the price of protein is the highest, implied prices of which is NT.$26.4 for each 100cc, and fat’s is the least, NT.$ -3.49（2） Of sensory characteristics, the standard requirement of ISO, NT.$ 9.76 is the highest, and the implied prices of amount for additives and types relevant to convenience is negative.（3） Among brands, the first is Da-Cheng-Lu-Yei（大成鹿野）, and the second Bai-Lan-shi（白蘭氏）.（4）When selecting and purchasing chicken essence, the percent rates of consumers’ preference for the three item mentioned above are nutrition is 53.2, standard requirements of quality is 27.16﹪and then brand is 14.21.（5）The comparison between chicken prices for sales in the current market （2004）and standardized, implied prices of chicken essence, is higher by NT.$ 1.
|
|---|
