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Please use this identifier to cite or link to this item:
http://asiair.asia.edu.tw/ir/handle/310904400/3404
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| Title: | The Making-decision of Meteropolitan Consumer of Yam in Taiwan |
| Authors: | Her-Sheng Lu |
| Contributors: | Department of Business Administration |
| Keywords: | Yam,;Consumers,;Consumption decisions |
| Date: | 2004 |
| Issue Date: | 2009-11-17 11:16:53 (UTC+0) |
| Publisher: | Asia University |
| Abstract: | Due to the increase of national income, people start to change their habit of consumption, leading ahead towards the selection of healthy foods. For this reason, agricultural units recently attempt to introduce an ideal sort of healthy food, Yam ,into the domestic market with the purpose of adding alternatives as well as incomes of the farmers. However, the result of the introduction was unsatisfactory as throughout the years, the planting area has been decreased from 500 acres to 144 acres (with the data of the year of 2005). For this, we have to explore the reason, answering what are the decisions of consumers? Is there any strategy to promote the competitiveness of Taiwanese Yam? Answers of all these questions constitute an essential part of this paper.
The paper adopts the following approach which further divides the consumers? decisions into the various stages in sequence: the demand of recognition, the collection of information, pre-buying evaluation, stage of purchase, stage of consumption, stage of divestment. With the methods of questionnaires and interviews, the study analyzes and compares all divergent decisions influencing consumers? decisions of purchasing Yam, thinking the possibility of proposing a direction for the later development and management of Yam in the Taiwanese market. The results discovered by this study are: The domestic consumers of Yam prefer still the Japanese products and the major way of consumption are cooking for health. Generally speaking, the different brands of Yam remain unknown for the domestic consumers who are keen to select domestic Red Yam. |
| Appears in Collections: | [經營管理學系 ] 博碩士論文
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