A Study on Consumer Behavior of Health Food by Multilevel Marketing-Take Naturally Plus as an example

• Main Authors: WU, PO-HSUAN, 吳柏軒
• Other Authors: CHENG, WU-CHENG
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/30913409512644211939

碩士 === 中華大學 === 經營管理研究所 === 98 === The concept of traditional western medicine towards diseases was to combat diseases, while, in the modern twenty-first century, it has been gradually transformed to be disease prevention. According to several studies, the development of domestic health food industry has been more mature and people’s attitude towards health care has been more versatile. As the demand for health food increases, its availability grows as health food companies provide more channels for consumers to purchase the heath foods they need, among which "pyramid schemes” is the most commonly used model. The objective of this study is to review the development of domestic health food industry and to explore, from the standpoint of consumers, how the multi-level marketing strategy implemented by the health food providers would influence the consumers’ awareness of the existence of targeted health food and their decision of purchases. The health food company considered in this study is the MLM company ‘Naturally-Plus ’, which I have ever worked for. Data is collected by sending out (Naturally-Plus) questionnaires at branches of located in Taipei, Taichung, and Kaohsiung, and is analyzed by using statistical software SPSS. Results of demographic statistics, reliability and validity tests, factor analysis, analysis of variance, and regression models are presented. According to this study, most of the members agree that multi-level marketing strategy will be the mainstream in the marketing field, and through the implementation of it, the company can expand its relationship with the general public. Meanwhile, they hope the company could provide well-organized training program that could assist members who are interested in running the business well to better understand how to perform the strategy. As to how the members acquire the product-related information, most of them are recommended by friends and families; which means the members are highly confident with the company and the products it provides. They also suggest that the company should operate a customer-centered management strategy, besides the modification of the products and the provision of post-sale services.