A Study of Distribution Structure and Consumer Behavior of Vegetable in Taiwan

• Main Authors: Chien-Hua Chen, 陳建華
• Other Authors: OH Ryogen,Ph.D.
• Format: Others
• Language: zh-TW
• Published: 2003
• Online Access: http://ndltd.ncl.edu.tw/handle/88946150200429751303

碩士 === 東海大學 === 食品科學系 === 91 === Agriculture of Taiwan is under trade liberalization. The current policies of the Government are mostly of subsidy measures, and no clear programs in the modernization of agricultural produce transaction systems. Amount different kinds of agricultural produces, vegetable prices always drop drastically due to good harvest. In addition to the tremendous challenge placed upon producers, the stable and safe diet of consumers is not well covered. With the change in the retailing mode, the sales mode at the end of the distribution structure of vegetable is also changed. Whether the original market controller -- conventional vegetable market-can still maintain its original advantage in the distribution structure of vegetable, or would development of new type of market channel take its position and secure the market dominance is becoming an important issue which is closely related to the diet of consumers. The relevant research in Taiwan has not sorted out the distribution structure of vegetable in Taiwan clearly and in details. Hence, this paper was made in 3 parts. In the first place, the distribution structure of vegetable between the area of production and area of consumption. Then through market survey, the distribution reality in the retailing stage of vegetable and the consumer behaviors are analyzed. It is expected to build the understanding of merchandizing process in the reproduction process of vegetable distribution of Taiwan through these 3 parts, and it is hoped to provide a useful reference for the modernization of agricultural produces in Taiwan.