A Study of Market Segmentation of Organic Agriculture Products

• Main Authors: Ju-Chi Chen, 陳如琪
• Other Authors: 黃志文
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/65988439625670862850

碩士 === 淡江大學 === 國際商學碩士在職專班 === 98 === Recently, people is rising up the consciousness regarding the health enhancement and environmental protection, the people’s diet preference changed by chance, not only the consumer’s behavior of agriculture product consumption changed to become more diversification and compactness, also could pay attention to the health and the security for agricultural product specially, therefore the continued-forever agriculture, the ecological agriculture or the organic agriculture is the vigorous development in the recent years The purpose of this research is for the consumer who discusses in Taipei area by different life state, whether it creates the consumer ‘s different purchase behavior while expending on the organic agricultural product, or the variable population statistic is influencing to consumer''s purchase behavior, so that it can provide the marketing suggestion to the industry entrepreneur This research uses the living state variable and the population statistic variable as the independent variable, and it also use the AIO life state variable as the classified foundation. Moreover, it analyzes the consumer’s expanding characteristics by consumer''s purchase behavior and the life state purchase appraisal criterion .The research scope and the object is facing the customers of Banqiao Peasant Supermarket. By the written questionnaire, it released 500 sets altogether, the actual effective questionnaire is 345 sets. The factor analysis materials contain the life state variable, the population statistic variable and the purchasing appraisal criterion variable then, it was processed by the data abbreviation and variable classification , by using the X2 Analysis and others (Cluster Analysis, Discriminant Analysis) to examine each research supposition. The main purpose of this research the lies in the discussion of consumer''s life state factor for the organic product, base on the living state variable factor to classify the consumer and base on the different market segment’s characteristic to define the competitive advantage for the organic productmarketing strategies.