大台北地區消費者對台灣珍豬品牌豬肉之認知與購買意願分析

Abstract

近年來，由於在政府與相關農政單位的推廣之下，豬肉品牌化已經是一個未來的趨勢，為了能有效區隔豬肉市場，自身要求品質與增加消費者對於品牌豬肉的認知是一個很重要的議題。本研究以在販售台灣珍豬等品牌豬肉據點如百貨公司超市、農會超市、生鮮超市、量販店和有機店之消費者為研究對象，以問卷的方式進行實地面訪300位消費者，探討不同的消費者在不同的社會經濟變數下是否會影響品牌豬肉的認知和購買情況，而進行市場區隔分析，另外本研究以消費者對於品牌豬肉與認證之認知為基礎，建構「品牌」、「價格」、「等級」和「認證」中不同的水準來讓消費者比較，並配合選擇模型和迴歸分析來了解消費者在不同品牌之下所重視的屬性和是否因為其它社會經濟變數或消費者購買習慣等因素而有所改變，本研究結果顯示，「食品衛生安全」、「品牌與認證」、「認知價值」和「價格認知」為受訪者較為重視的四個認知因素，另外，「重視品牌與食用安全」為品牌豬肉的主要客群，「價格」為消費者購買品牌豬肉時顯著影響的屬性，研究結果將有助於政府與品牌豬肉相關產業做為擬定管理與行銷策略之參考依據。

In recent years, under the government and relevant agricultural authority promotion, the brand of Taiwan fresh pork will be a trend in the future. In order to segment the pork market, the requirement of quality and increasing consumer awareness of brand pork are important issues.Therefore, in this study, we investigated 300 consumers by questionnaires from the location selling Taiwan Zhen-Zhu brand pork like department store, farmers’ supermarket, supermarket, retail store, organic store. We want to explore different consumers’ awareness of brand pork and purchase affected by different variables so as to analyse market segmentation. By the way, the research based on the awareness of brand pork and certification constructed“brand”,“price”,“class”and“certification”in different levels to allow consumers to compare.and combined choice model and regression to realize attributes valued by consumers in different brand pork whether that would change by other social economy and consumer purchase habits’ variables or not. The results from the research indicated that“food hygiene and safety”,“brand and certification”and“perceived value”are the perceived value that were considered important by most consumers. Moreover, most brand pork consumers are“attention to the brand and food safety”. Furthermore, “price”is the most significant attribute when consumers buy the brand pork. At last, these results from this study are valuable to government and brand pork administration for management and promotion.