A Study on Market Segmentation and Consumer’s Behavior of Red Glutinous Rice – Case of Guangfu Township, Hualien County

• Main Authors: Lin, Cheng-Mu, 林正木
• Other Authors: Tuan, Chao-Lin
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/91416944421508869040

碩士 === 國立屏東科技大學 === 農企業管理系所 === 101 === The study conducted a questionnaire survey mainly on consumers,the subject, of red glutinous rice from Guangfu Township who are grouped on the basis of their emphasis upon product attribute.Statistical methods including descriptive statistics, paired-samples t-test, independent samples t-test, chi-square test, factor analysis, cluster analysis and discriminant analysis were adopted, and the result of which was used for suggestion making. (1)Consumers of red glutinous rice from Guangfu Township principally are middle-aged married women living in northern Taiwan, with educational attainment in college and employment in service industry and business circles. Their eating habits are not stable. Monthly disposable income is less than 30,000 dollars while total income of such nuclear family without the elders or patients is over 70,001 dollars. As to consumer characteristics, these consumers chiefly buy red glutinous rice in 1kg pack at farmer’s association irregularly and spend an average of 151-500 dollars every time. They will not keep purchasing and eat it as cooked rice. (2)The result of analysis by paired-samples t-test shows 12 negative significances in product attribute more than positive ones indicating many product attributes should be improved to lower the difference between emphasis upon product attribute and satisfaction. (3)Five factors such as “reputation and planting method”,“promotion and price”,“package style and design”,“nutrition and function” and “product appearance and certification” are selected by factor analysis, which are then divided by cluster analysis into two groups “package and marketing” as well as “health care and regimen”.Independent samples t-test is conducted to analyze the significance between demographic variable and purchase decision process in segmented markets.The result demonstrates part discrepancy. Finally, the study has concrete proposals for the dealers according to the theoretical framework and empirical result.