A Study on the Overall Attitude and Loyalty of the Farmer’s Market Customers－The case of Farmer’s Market in Hualien

• Main Authors: Jian-Wei Li, 李建緯
• Other Authors: Xiao-Hua Chen
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/78kvdr

碩士 === 國立東華大學 === 自然資源與環境學系 === 100 === As the environmental consciousness and the awareness of food safety grow, there is increasing rethinking about agricultural production and marketing, which has led to the booming of farmer’s markets in Taiwan. Since 2007, more than twenty farmer’s markets have been founded, most of which are in urban areas of western Taiwan. On the contrary, eastern Taiwan was far behind in the last two years. Since agriculture is a primary industry of eastern Taiwan, it is crucial to find an effective marketing strategy for smallholders. The field of this study is a local farmer’s market of Hualien. The aim of this study is to interpret the correlations among consumers’ characteristics, overall attitude and loyalty of the market. Lastly, it tries to propose managerial advices. This study divided the attributes of consumers’ attitude into five factors, including quality, source, value, environment and society. The questionnaire contained consumer characteristics, importance, satisfaction and loyalty. Two hundred and ten questionnaires were collected, with 173 valid ones, and the response rate was 82.5%. The findings are as follows: 1. For the factor of value, the average scores of importance, satisfaction and overall attitude are relatively low, which shows consumers still have doubts about product pricing and farmers’ profits 2. Consumers of different characteristics vary in satisfaction, overall attitude and loyalty. 3. Consumers satisfaction and overall attitude have significant influence on loyalty. 4. The factors of value and society in overall attitude have higher influence and predictive ability on loyalty. Therefore, managers of farmer’s market could make efforts accordingly in the future.