The Influences of Marketing Mix of Organic Products and Consumer Perceptions on Purchasing Tendency

• Main Authors: Wang, Chi-Chia, 王季家
• Other Authors: Tu, Fu-Yann
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/06519978779280941366

碩士 === 文藻外語學院 === 國際事業暨文化交流研究所 === 99 === In an effort to protect the earth, reduce pollution and safeguard our health, an organic lifestyle, free of chemicals and artificial additives, has become a global trend. Having perceived the enormous business opportunities behind it, major businesses in Taiwan, such as Uni-President, Formosa Plastic Group and Yuen Foong Yu Group have been actively involved in organic industry. They have successfully secured substantial market shares through their chain stores and retailers nationwide. This research concludes that, as the organic industry prospers, a business cannot meet the demands of its target customers before its cutting edge and appropriate business strategies are identified. Based on relevant theories in consumer behavior, this research first surveyed the motivation of purchasing organic products and customer satisfaction on the marketing mix for organic stores. Second, consumers’ awareness of perceived risks involving products, brands and vendors was also studied. Data gathered are used to analyze the influence of different factors on consumers’ decision-making. Restricted by time, capacity and budget, this research only covers the consumers of organic products from four organic stores in Kaohsiung. Using statistical analysis and validation, the conclusion indicates that, in two chain stores, customer satisfaction on marketing mix and patronage are positively correlated. However, in two non-franchise stores, there are no perceivable connections between the two areas, indicating customer bias caused by business models. In one of the chain stores, customers’ knowledge of the products is related to customers’ decision-making. The limited effect of customers’ perceived risk on purchase intention is only demonstrated in one of the chain stores. Also, the negative impact of brand involvement is perceived only in one of the chain stores. In terms of motivation for purchasing organic products, concerns about environment and health care as well as others’ recommendations are among the top three on the list. These three causes should be addressed in promotion campaigns. Most of the customers buying organic products are female, with a high percentage of civil servants, housewives and retirees, and aged between 50 and 59. The suggestions resulting from this research are expected to be a useful reference for businesses in shaping their marketing strategies.