| Summary: | 碩士 === 國立中正大學 === 企業管理學系碩士在職專班 === 106 === With the development of the economy, the living standard has risen. The public also pays more and more attention to what they consume every day. Among food, edible oil is essential since it is one of the basic ingredients for cooking, which therefore indicates a great market. Many brands of edible oil can be found in the market, yet under much competition, price-orientated strategy can no longer meet the needs of consumers. When consumers choose edible oils, other factors besides the price are considered. Therefore, only by paying attention to the needs of consumers and the key decision-making factors to purchase edible oils, will the enterprises enhance their competitiveness and make market differentiation with other brands.
Most of the research related to edible oil in Taiwan is based on market segment, consumer purchasing behavior, and the impact of edible oil on health. However, no research has been proposed in terms of consumer opinion and decision-making factors for consumers to choose edible oil. Accordingly, this study hopes to use questionnaires to explore the key factors influencing consumers to purchase edible oils.
In addition to the original market and consumer perspectives, this study also includes the views of the oil industry, distributor, and experts to establish a research framework, and uses the Analytic Hierarchy Process (AHP) to conduct questionnaires. 30 questionnaires are issued, and 25 valid questionnaires are received after deducting the invalid. This research uses Expert Choice 11 as the software for the questionnaire analysis and puts forward “the weight of key decision-making factors for consumers to purchase edible oils”.
The results of the study suggests that the top 5 decision-making factors for consumers to purchase edible oils are: (1) Source of origin (2) Naturality (3) Raw material (4) examination (5) Manufacturing date, the enterprise can use this as a direction to adjust their strategy and increase the consumer's recognition and trust in the product.
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