The Making-decision of Meteropolitan Consumer of Yam in Taiwan

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题名:	The Making-decision of Meteropolitan Consumer of Yam in Taiwan
作者:	Her-Sheng Lu
贡献者:	Department of Business Administration
关键词:	Yam,;Consumers,;Consumption decisions
日期:	2004
上传时间:	2009-11-17 11:16:53 (UTC+0)
出版者:	Asia University
摘要:	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.
显示于类别:	[經營管理學系 ] 博碩士論文

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