頁籤選單縮合
題 名 | 超級市場之營銷及其發展潛力--臺北市的個案研究 |
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作 者 | 許文富; | 書刊名 | 中華農學會報 |
卷 期 | 88 1974.12[民63.12] |
頁 次 | 頁83-90 |
關鍵詞 | 超級市場; 臺北市; 營銷; |
語 文 | 中文(Chinese) |
英文摘要 | Food retailing in Taiwan has been one of the most underdeveloped areas in the field of agricultural marketing. The main problems lie in that there are too many tiny retailers and peddlers gathering in the market place so that their business volume are too small to make an efficient operation. The development of some larger independent retail food stores or supermarkets have become increaseingly needed due to the rapid urbanization and increasing weight of labor cost in marketing margin in food retailing. The purpose of this study is to disclose the potentiality of developing larger independent retail food stores or supermarkets in the urban areas. The attention is focused particularly on consumers' attitude toward shopping in the supermarkets with respect to pricing and price levels, packaging displaying, and services rendered by the markets. Three existing supermarkets of different locations in Taipei city were selected, and a total of 100 supermarket customers were taken as sample for interviewing. The results are summarized below. 1. Family income appears to be the most improtant factor inducing consumers to try new shopping methods in the supermarkets. Among 100 customers, it was found that the middle income family, or the monthly family income of 6,000-8,000 dollars, represented 31 present; upper middle class or the monthly income of 8,000-10,000 dollars, 23 percent; and the high income family (monthly income of 10,000 and over) accounted for 19 percent of the total. This indicated that supermarket customers are retatively high income consumers. 2. Accessibility is another factor affecting consumers to select the suitable place for shopping. It indicated that nearly 53 percent of customers went to supermarkets on foot. Those who traveled by bus and cars, represented 23 percent and 13 percent, respectively. This implied that supermarket is preferably located within the consumers' walking distance. 3. The frequency of regular customers to go shopping at supermarkets is every 4.34 days, but food was lasted only 3.40 days. It is clear from this that those customers buy about 20 percent of their foods from some other sources. 4. The great majority of customers are content with the product quality, packing design and sales serveices rendered by supermarkets. 5. Food prices set by supermarkets were generally regarded as reasonable. but 24 percent of customers still felt prices were slightly dear. 6. The average amount of money spent in each shopping for the different income groups was in the range of 150 to 250 dollars. The over-all average was 196 dollars. 7. Among various food items at supermarkets, meats were so far the most preferable one. On the other hand, vegetables are the most disliked item, nearly 46 percent of the customers indicated the case. 8. The upper middle income customers are the most content with the price levels set by supermarkets. It represented 91 percent of the total responses. Probably, it is caused from the " Demonstration effect" that they may overestimate the cost required for modernizing food retailing. Three recommendations will be made on the basis of the present study. Firstly, it is advised the marketing authorities not to establish any traditional small retail food markets to receive peddlers, or to accomodate unemployed persons in order to avoid the food retailing falls into the trap of vicious cycle. Secondly, it is advised to increase investment in supermarket operation through public or private concerns for accelerating the modernization of food retailing. It is suggested that the number of supermarkets or larger independent food stores should be increased and extened to every corner of the main streets so that consumers could easily make a trip. Thirdly, more intensive studies of the cost and price relationship as well as the supermarket management are needed in the hope of increasing marketing efficiency and of having more pleasant place for consumer to enjoy shopping. |
本系統中英文摘要資訊取自各篇刊載內容。