| Summary: | 碩士 === 國立成功大學 === 企業管理學系 === 103 === The beverage industry in Taiwan is quite mature and there are already many kinds of drinks on this market. By adopting multi-brand business practices and marketing strategies, all the manufacturers try their best to win the greatest market share. Under this competitive circumstance, the numbers of beverage brands are several times more than the beverage manufacturers. While buying beverages, most consumers recognize the brand name as their top priority, so the mission of impressing consumers, and implant the brand name in consumers’ mind are very important. In order to make consumers willing to buy their products, manufacturers need to understand consumers’ needs, and furthermore let product and brand name in consumers’ mind. For the reasons outlined above, the main purpose of this study is dedicated to finding out the most optimal combination of canned tea drink through conjoint analysis. Firstly, the study conducts pre-test questionnaire filtering eight canned tea products attributes by product attributes theory. Secondly, through the statistics methodology of conjoint analysis, the result shows the optimal combination of product attributes is ‘‘20NTD, green tea taste, launched by UNI-president and sugar-free. ’’Moreover, it reveals that Price is the most important attributes. Second one is Sugar. Third one is Taste, and the last is Brand. The result shows that people demonstrate the most concern of price on canned tea drink products. And this research will be the reference of designing new products for these firms.
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