| Summary: | 碩士 === 國立屏東科技大學 === 熱帶農業暨國際合作系所 === 95 === The objective of this study was to examine the fresh fruit marketing channels and consumer preference in Taiwan. Factors influencing fruit consumer behaviors in Taiwan were first investigated and then analyzed; this study includes interviews with fruit sellers and farmers.
Four sections have been done to describe this study. The first section, the research framework is presented, and the variables used in this study are therefore identified. The description of the questionnaire design is provided in the second section. Then, the third section presents the sampling method. Finally, in the last section, the description of methods for statistical analysis is presented.
The questionnaires have been constructed based on the score measurement procedure attributed for quantifying different answers of respondents.
Descriptive analyses, ANOVA tests and correlation analysis were performed in this study for consumers.
The study targeted fruit consumers, sellers and farmers in different locations of Taiwan which are Taipei City, Pingtung City, Pingtung County, Kaoshiung city and Kaoshiung County. These locations have been selected because of it consumption potential and abundant production. Due to time limitation and language constraints, the survey for consumers was distributed in major part among students, the survey related to farmers and sellers were done only in Pingtung City and Pingtung County. The survey on consumers was done in the three locations. The mentioned survey was done in traditional market, supermarket and study centers. Farmer’s survey was done as personal interview with the producers as the same of the seller’s questionnaire. The survey was done in Chinese and then translated in English.
The findings are 1) the motivation that moves the population to buy in a specific place is the price; 2) The traditional market is the preferred place of purchase of the three locations; 3) Gender from the three locations, especially females have the highest frequency of purchase;
4) Education level has been found in this study as an important affecting factor in the consumer decision to buy fruit; 5) Most of the respondents buy fruit first for Chinese New Year, hospital visits and then for worship purpose (拜拜); 6) The role of the mother in the decision of purchasing fruit is the most important to be consider; 7) Apples are, the most heavily consumed imported fruit in Taiwan.
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