查詢結果分析
來源資料
頁籤選單縮合
題名 | 南投縣鹿谷鄉春茶展售會參觀者之消費行為分析=The Consumer Behavior Analysis of the Participants on Spring Tea Exhibition at Luo-ku, Nantou |
---|---|
作者 | 林逸虹; 王郁婷; 林佳諳; 徐愛婷; 彭鈺玲; | 書刊名 | 農業經營管理 |
卷期 | 8 2002.12[民91.12] |
頁次 | 頁161-196 |
分類號 | 481.6 |
關鍵詞 | 春茶展售會; 鹿谷鄉農會; 消費者行為; Spring tea exhibition; Luo-Ko countryside farmers' association; Consumer behavior; |
語文 | 中文(Chinese) |
中文摘要 | 「茶葉」是臺灣的重要產業,它的年產值據估計折合新台幣約120億元以上,栽培面積約為兩萬公頃,年產量則在兩萬公噸左右。據調查臺灣的茶農戶約在兩萬五千戶左右,與茶相關的人口則大概有五萬人,而臺灣的地理、氣候及環境非常適合茶樹生長,是世界有名的茶樹產區。本研究以南投縣鹿谷鄉農會所舉辦的「2002春茶展售會」為例,先探討消費行為之決策過程分析中的「資訊來源」、「購買行為」和「推廣促銷之影響」,進而暸解參訪者「對展售會之態度」加以分析與探討,以為主辦單位擬訂行銷策略及評估此次活動之整體評價。藉由問卷調查可獲得下列分析結果:(一)消費行為之決策過程 1.資訊來源農會、茶農及茶葉行扮演著訊息傳達重要的角色。 2.購買行為受訪者購買行為以購買二梅的比賽茶人數最多,在選購茶葉時最注重喉韻,主要在參加春、冬兩季展售會時會一次購足整年所需茶葉消費量。 3.推廣促銷之影響國人對經過品質鑑定及分級包裝的茶葉,不管是自己喝或是送人都覺得較有保障。現場舉辦茶葉說明、提供選購參考資料及免費試喝,皆可刺激現場的消費者購買。(二)對展售會之態度經實証分析結果顯示,參訪者對本次展售會活動的整體評價是持肯定的態度,大部分的受訪者認為舉辦相關茶葉展售會是一個相當好的活動,不但可以促進商機外,還可以展現地方特色。 |
英文摘要 | The location of Taiwan is suitable for tea growth. Tea is one of the most important industry in Taiwan, yearly output value about NT$120 hundred million, planting area about 20 Thousand hectare, yearly production about 20 Thousand metric ton, tea farmer about 25 thousand families, tea business concerned about 50 thousand people. The purpose of this study emphasizes the tea consumer behavior and evaluation of the participants in 2002 tea exhibition at Luo-ku, through 314 participants in 2002 tea Exhibition at Luo-ku, of which has 95% confidence coefficient and 5.5% precision. By means of questionnaire this study have obtained the results as following: 1.Decision Process of comsumer behavior: (1) Farm association, tea farmers and ter detailers act as the important role of information transferers. (2) Most of participants bought the second grade tea on account of tea test and big volume. (3) Tea classification and packing could encourage tea comsuption, the other, hand, try-to-drinking test. 2.The Exhibition was evaluated by positive as a whole. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。