A Study on the Office Worker's Preference for Product Attribute of Purchasing Fresh Fruits

• Main Authors: Chien-Ying Huang, 黃千瑩
• Other Authors: Ke-Chung Peng
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/90871168644075713352

碩士 === 國立屏東科技大學 === 農企業管理系所 === 100 === This study is to investigate which product attribute is the main consideration when office worker purchases fresh fruits, and to apply the Conjoint Analysis to find out what kind of levels in attribute of purchasing fresh fruits will effect the satisfaction, and thus to predict the optimum of fruit combinations to meet the office worker’s demand for purchasing fresh fruits. The results showed that: The first point is that the most important product attribute of purchasing fresh fruits are safety and tastey, and the packaging is the careless attribute when the office worker buy fresh fruits. The second point is that the most office workers likest the combinations of fresh fruit are: the country of origin is Taiwan, the priced is at NT$15 of catty, the security is for the GAP mark, the quality is as Principal, the taste is sweet, the water content is for the high, and the packing is for plastic. But the office worker in Kaohsiung City who prefer the priced at NT$16 to 30 of catty. The third point is that to apply the demographic variables of gender differences in analytical results, the predictive value of female satisfaction is higher than the male. Therefore, we will get the higher satisfaction when we focus on the target customer base of fresh fruit sales to women, and the selling of fresh fruit will be well. This study suggests the producers and manufacturers refer the result of the study to develop the marketing strategies and in order to design the combinations of fresh fruit of the office worker’s needs. Keyword：Fresh Fruits、Product Attribute、Conjoint Analysis