| Summary: | 碩士 === 國立臺灣科技大學 === 財務金融研究所 === 106 === In the ‘90s, Taiwan food industry was just turned to domestic market from export-oriented one. Many familiar brands started to show up among the public, where there was lack of information and marketing resources. Those who had the affluent re-sources had better opportunities of penetrating consumers’ mind. Through dispropor-tionate marketing execution and channel promotion activities, their products have ever been able to firmly hold their market share over decades, since then.
In the past 10 years, the food technologies have evolved, various packaged food products have been introduced to the market. With the application of new communi-cation, the consumer’s accessibility toward information is expanded and their sense is also intensified as well. Through different media platform, especially internet, the con-sumers are exposed to product message and affected in no time. Facing with such competition, marketers have to get product recognition (for good quality and great taste) and product perception (for awareness and association) across to the consumers, the on-line word-of-mouth is becoming crucial in winning the marketing battle.
TaisunHoney Herbal Jelly Drink is long-lasting product in Taiwan market, which is now used as target product in this Study to examine the Brand and the impact of on-line word-of-mouth toward Consumer’s purchase tendency.
The Study is divided into 5 chapters: The content of study includes introduction of Taiwan food industry and Grass Jelly Drink, documentations of variables in related marketing researches, quantified data from causality studies among variables, through survey techniques, and qualitative validation using Five Force analysis and SWOT analysis.
The major findings in this study are:
(1) For consumption food products, the consumers are less affected by on-line words of mouth to make purchase decision;
(2) For the familiar old products, the consumers are less influenced by maker’s brand name and image;
(3) The critical factors for Brand and product lie in the continuous adjustment with market changes and communication with the consumers.
Those findings may be served as reference for those similar products to develop their marketing plan.
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