THE RESEARCH OF THE SEGENTATION AND COMMUNICATION STRATEGY OF ORGNIC FOOD MARKET

• Main Authors: Yung-Ju Tang, 湯永如
• Other Authors: Yung-Cheng Shen
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/48515070217592941298

碩士 === 元智大學 === 管理研究所 === 97 === In recent years by the Government to promote energy-saving carbon, as well as the rise of health awareness, consumers gradually shift consumption patterns of natural and healthy consumption patterns, the formation of organic food has become a new wave of restaurants. Due to the promotion of Energy Efficiency and Carbon Reduction by our Government for these years, as well as the rise of health awareness, consumers are putting more and more emphasis on natural and healthier lifestyle, and the organic food had become the major choice for most of those consumers. In this study we take organic food as subject to see how consumers of organic food make their purchasing decision. The purposes of this study as follow：1. to discover what benefit factors those consumers of organic food are looking for ,and what motivate them to buy；2. Separate these customers into segments with benefit factors and purchasing behavior；3.to investigate the consumer characteristic and buying behavior in each segment；4. Take these findings as reference when developing marketing strategies. This study use consuming benefits/consuming behavior, demographic variables as descriptive variable, combing with secondary data and primary data collected from in depth interview to develop questionnaire. The analysis method we used in this study includes descriptive statistic, explorative factor analysis, cluster analysis, variable analysis and Chi-square test, after cluster analysis we separate samples into four segments：Segment 1,Health Care type, accounted for 20% in total Sample, The highest purchase frequency, currently is the largest consumer group of Organic Vegetable Juice, Segment 2,Religious type, accounted for 33% in total Sample, the largest group of all , are price sensitive and prefer to purchase in nearest ,convenience is their first concern, Segment 3, Self-advocate style, a second largest group, though the lowest purchasing frequency ,account for smaller market share, Segment 4, The vanguard of environmental protection type, accounted for 22% in total Sample, group focused on environmentally-friendly image, they prefer Convenience and closer to home when choosing a place to buy.