| Summary: | 碩士 === 國立中興大學 === 應用經濟學系所 === 107 === In recent years, because of the improvement of income and living standards, the demand on tea quality by consumer have become higher and higher through the years，tea have become a culture, an art, instead of just a drink. Consumer no longer limit their concern on quality of tea, but to extrinsic attribute, for example origin, award record, product package, certification. It has become a crucial task for producer to gain popularity among consumer and out preformed other competitor in a competitive market, therefore the main purpose of this thesis is to find consumer’s structure of preference toward tea.
Choice Based Conjoint Analysis will be used in this research to find consumer’s structure of preference toward tea. XLSTAT will be used to design conjoint analysis experiment, multinomial logit model will be used to analyzing data to find out the part worth value of each respondent toward each attribute level. Then by using part worth value as a reference, we will be able to segment respondents with similar preference into groups, and their most preferred product combination. Then we’ll be using SPSS to run a chi-square analysis between each segment and consumer habit, drinking habit and population variables to test whether there’s a connection between them. At last we will be using a market simulation tool to find the market share of 14 products designed in this research with every respondent and each segment.
The empirical results shows the importance of the attributes to subject in order is price, origin label, type of tea, image of the outer packaging, brand, award record and package. Then according to consumer’s preference to each attribute and level , we divided them into 4 clusters. The first group preferred black tea, affordable prices, award-winning records, indications of origin, practical overall image, novelty of packaging and famous brands. Most of the subjects are under 30 years old, which care mostly about the price and aroma of tea, therefore the design of the product should emphasize the difference in the price and the aroma of tea ,with novelty packaging; the second group preferred oolong tea, affordable price, award-winning record, indication of origin, practical The overall image, regular package and famous brands, the frequency of drinking tea and the preference for taste tea is higher than other clusters. The group believes that drinking tea could control weight. Therefore, when designing products, we should try to lower the price of packaging design, produce high-quality oolong tea, emphasize the taste of tea and function of controlling weight; the third group preferred black tea, affordable price, award-winning record, and indication of origin, practical overall image, regular packaging style and famous brands, the group has the highest preference for black tea, second highest frequency of drinking tea, pays special attention to the origin of tea, and has strong loyalty to the origin. So the product should be consistent with their preference in order to increases their loyalty; the fourth group preferred oolong tea, high price, award-winning record, indication of origin, classic outer image, novel creative packaging and farmer association brand. This group cares most about packaging and tea leaves comparing to others. This group also believed that drinking tea can control weight and help them make friends, but the response to other attributes is not high. Therefore, it is recommended that tea producers should cooperate with the farmer association to design a novelty packaging, and emphasize that you can control your weight and make friends by drinking tea, to attract consumers'' interest in tea, in order to change their preference and consumption behavior.
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