| Summary: | 碩士 === 致理技術學院 === 企業管理系服務業經營管理碩士班(含碩士在職專班) === 103 === Taipei Livestock Marketing Corporation, founded by Taipei City Government, Taipei Farmers’ Association and meat and poultry shippers in March 1988, collects affiliated wholesale market management fees and usage fees as the main stable source of revenues. But the growth of revenues is relatively slow. All wholesale markets managed by Taipei Livestock Marketing Corporation have their own functions such as poultry wholesaling and cutting, and meat processing which include wholesale, middleman and retail. In order to reinvigorate the company’s operations and marketing, it is imperative to understand consumers’ poultry meat shopping behaviors, integrate the functions of affiliated wholesale markets, identify marketing strategies and define corporate core values to achieve the sustainable development of the company.
This study focuses on product attribution, information sources, involvement level and shopping behaviors of consumers’ poultry meat purchasing as research scopes and conducts surveys on 374 experienced poultry meat shoppers. Survey data is statistically analyzed by the SPSS software to understand consumers’ poultry meat shopping behaviors in accordance with the functions and features of the company’s affiliated wholesale markets to further plan the operating strategies of Taipei Livestock Marketing Corporation.
According to the analysis of this study, product attribution of consumers’ poultry meat shopping emphasizes on meat freshness and meat cleanness, but consumers have relatively low satisfaction on the current condition of meat cleanness. In addition, the small family group (3 to 4 people) and the higher age group prefer free range chicken because of food culture and habits while some consumers prefer white chicken due to environmental constraints. It shows that consumers and suppliers have different perceptions on meat cleanness and convenience of free range chicken shopping.
Operating development strategies of Taipei Livestock Marketing Corporation should integrate the diversification of the chicken breeds at Taipei Wholesale Poultry Market, the cutting function of the Second Wholesale Poultry Market as the supplier of the company’s own fresh chicken brand, the poultry meat processing function of Taipei Wholesale Poultry Market and the Fourth Wholesale Poultry Market as the supplier of the company’s own cooked chicken meat brand to eliminate the different perceptions of consumers on fresh or raw chicken. Moreover, the goal is to enhance the meat inspection and extend the accreditation stickers of all affiliated wholesale markets to further elevate consumers’ confidence in meat safety.
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