The Effectiveness of Brand Awareness and Country-of-origin Image on Milk Products Evaluation in Shanghai City

• Main Authors: Jui-Yang Li, 李瑞楊
• Other Authors: Te-Tai Feng
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/53353059537919213411

碩士 === 大葉大學 === 國際企業管理學系碩士在職專班 === 97 === Under the trend of global promotion at present, the source of products not restrict to single country on market. According to smooth going of international trade hindering, making enterprises promo their products more easily on the international. A consumer usually not to be familiar with products. They expect that may get the information to identify the quality of products to reduce risks of choice. Brand awareness and coun-try-of-origin image are using to identify. Three deer powdered milk for China well-known brand powdered milk, but erupts the poisonous powdered milk event after 2008, to the mainland dairy product market and including the dairy products processing related product impact no small matter, the Shanghai area consumer regarding the powdered milk product appraises whether because of the mainland politics, the econo-my and the cultural characteristic differs from, is question which will be worth us dis-cussing. The main subject of this thesis is to research on the effectiveness of brand aware-ness and country-of-origin image on milk products evaluation in Shanghai city. Uses the questionnaire survey procedure, take the Shanghai city powdered milk product consum-er as the main object. We use the way of random sampling with 300 copies. Among them, 200 copies were replied. When the 42 invalid copies were deducted, we got 158 valid copies. The retrieve of valid questionnaires is 52.7%. This study proposed 3 assumptions and to prove them by questionnaires. We found from this study that the Shanghai area consumer in the powdered milk product selects and purchases on the brand popularity to have the forward influence, the origin country image to the product appraisal to have the forward influence, the origin country image to the product appraisal to the brand popularity and the product appraisal the re-lated disturbance effect.