| Summary: | 碩士 === 東海大學 === 食品科學系 === 96 === This study is in discussion between the fresh milk and the athlete sponsor suitable on the cognition, which is wants to understand whether the milk consumers does accept the athlete sponsors special characteristics, and have the abilities to annotation the fresh milk the special characteristics. The results shows that the consumer approves the sunlight, healthy nature, permeated with youth, the strong, trustworthiness, the affinity, gentle and agreeable, community service, has the value with to persist best, these 10 special characteristics respectively are the fresh milk and the athlete sponsor’s has the uniformity and it can help the fresh milk manufacturer to selects the standard which the athlete sponsor may referred. 2007 Kuang Chuan Dairy company take the first try to use athlete sponsor Chien-Ming Wang to endorse their fresh milk, these 10 characteristics nearly all found in Chien-Ming Wang , this also implied that the athlete sponsor also has the ability to endorse of a non- sport related products.
The fresh milk characteristics and the consumers purchase behavior which make another key point, as the results demonstrated the consumers takes the fresh milk products as the brand feeling but not the non- actual surface quality feeling, the quality of the fresh milk product is not so important, but when the products qualities approaches the homogeneity, the quality is become the issue and is an important topic. The sponsor was the recent years fresh milk merchants commonly used methods as a promotion plan, because if only selected a sponsor, the sponsor could fast transmit the merchant’s idea as well as the product out of the ordinary place, therefore the primary way to the success use the brand is ask the sponsor in the correct direction. The study also found that the consumers only drink milk in the breakfast, their were very few consumers drink the fresh milk in the other times. There are only 6.4% consumers can not use milk just because of physical problems. So there are also has 20% of consumers have a potential as a fresh milk buyers. Actually it is hard to increase the purchase wishes, because the young milk managers use the athlete sponsors reciprocity by the purchase wish 4 topics item to be allowed to discover the consumers approve the fresh milk producers to increase the fresh milk using the athlete sponsor’s in the value and the purchase wish, but the consumers actually are tend to conservatively in the actual behavior.
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