A Study of Effectiveness of IMC Tools– Case from Biologics Industry

• Main Authors: Ching-Pin Yeh, 葉清彬
• Other Authors: Ren-Jye Shiau
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/22218781184741134710

碩士 === 國立中興大學 === 高階經理人碩士在職專班 === 104 === In recent years, people deeply concerned about the food safety and environmental protection issues in view of the wrong application and excessive use of pesticides that lead to the diseases and insects resistance and residue problem on the crops. Therefore, consider the corporate social responsibility and sustainable operation, the agrichemical companies increase the investment of development and promotion on green/safety products, such as biological products, to reduce the use of traditional chemical pesticides. The purpose of this research is to study farmers’ purchase intention of biological products through “Integrated Marketing Communication” (IMC) tools. Totally 300 questionnaires were issued, 254 questionnaires were returned and there were 224 valid questionnaires. This study used SPSS 20.0 statistical software for analysis. According to the results of the study, we found that the different MIC tools: advertising, online marketing, public relation activities, direct marketing, sales campaigns, all have the great positive correlation with purchase intention for farmers. Personal selling had significantly effect on purchase intention and there is the greatest positive correlation between Advertising and purchase intention. In additional, the education level made positively impact on farmers’ purchase intension.