民雄玉女小果番茄消費者行為之研究

Abstract

本研究選擇民雄小果番茄為研究標的，並試圖達成下列各目的：瞭解國內食用番茄之產銷概況；釐清嘉義地區小果番茄之各項特色；分析民雄小果番茄消費族群之屬性；探討民雄小果番茄之行銷策略。台灣番茄產量有高度集中的趨勢，產量最高的前五個地區是嘉義縣、南投縣、高雄市、臺南市及雲林縣，合計比率超過四分之三(78.28%)。小果番茄的栽培與地區性有緊密的連結性，民雄小果番茄與其他小果番茄在批發市場上呈現明顯的價格區隔。 經採用問卷調查收集資料，有效樣本數276個，其中女性所佔比率稍高為51.1%。年齡層31~50歲佔50%以上。職業別集中在家庭主婦和工商服務業，教育程度以大專為最多。家庭人口數四人以上佔60%。居住地為雲林、嘉義佔一半。購買行為之特徵：消費者每個月蔬果消費金額有80%是在3000元以下。購買地點集中在傳統市場和超市。購買民雄玉女小果番茄的重視因素集中在甜度和口感。 平均值t-檢定顯示女性對民雄玉女小果番茄的顏色偏好顯著的比男性高，而男性對民雄玉女小果番茄顯著的比女性願付較高的價格。單因子變異數分析及成對事後比較顯示：年齡越大顯著的認為民雄玉女小果番茄的甜度越高，其餘各組均無顯著的差異；農林漁牧業的購買量在各職業別中最高，且較願意接受高價格；對「民雄玉女小果番茄」的忠誠度，家庭人口數五人以上顯著的高於四人；雲嘉地區的消費者對小果番茄產品認知較為肯定；六都和雲林、嘉義的消費者較為重視民雄小果番茄的栽培方式。 透過因素分析萃取四個因素構面，其中忠誠度構面對整體的解釋能力為26.38%，消費偏好構面對整體的解釋能力為20.38%，產品認知構面對整體的解釋能力為18.00%，視覺形象構面對整體的解釋能力為5.90%，合計之解釋能力為70.66%，小果番茄的銷售首應強化忠誠度，其次是要消費的消費偏好和產品認知。

This study selected Minxiong yumei cherry tomatoes as the research subject and attempted to achieve the following objectives: to understand the production and marketing of domestic edible tomatoes; to clarify the characteristics of small-fruit tomatoes in Chiayi; to analyze the attributes of Minxiong yumei cherry tomatoes consumer groups; and to explore the marketing strategy of Minxiong yumei cherry tomatoes. Taiwan's tomato production has a high concentration trend. The top five regions with the highest production are Counties of Chiayi, Nantou, and Yunlin, Cities of Kaohsiung and Tainan, with a total ratio of more than three-quarters (78.28%). The cultivation of small-fruit tomatoes is closely related to regionality. Minxiong yumei cherry tomatoes and other small-fruit tomatoes show obvious price differences in the wholesale market. After using questionnaires to collect data, the number of valid samples was 276, the proportion of women was slightly higher at 51.1%. The age between 31and 50 years old accounted for more than 50%. The occupations were concentrated in housewives and industrial and commercial services, and the education level was mostly college. The number of family members with more than four people accounted for 60%. Half of the residents lived in Yunlin and Chiayi. Characteristics of purchasing behavior: 80% of consumers spend less than NT$3,000 on fruits and vegetables each month. The purchase locations are concentrated in traditional markets and supermarkets. The key points that consumers pay attention to when buying Minxiong yumei cherry tomatoes are sweetness and taste. The t-test shows that women have a significantly higher preference for the color of Minxiong yumei cherry tomatoes than men, while men are significantly willing to pay a higher price for Minxiong yumei cherry tomatoes than women. The results of one-way ANOVA and post hoc of pairwise comparisons show that the older the age, the sweeter the Minxiong yumei cherry tomatoes are. In the other groups show no significant differences; the purchase volume of agriculture, forestry, fishery and animal husbandry is the highest among all occupations, and they are more willing to accept high prices; the loyalty to "Minxiong yumei cherry tomatoes " is significantly higher in families with more than five people than in families with four people; consumers in the Yunlin and Chiayi regions have a more positive understanding of small fruit tomato products; consumers in the six metropolitan areas, Yunlin and Chiayi attach more importance to the cultivation methods of Minxiong small fruit tomatoes. Through factor analysis, four factor dimensions were extracted, among which the loyalty dimension explained 26.38% of the variance, the consumer preference dimension explained 20.38% of the variance, the product cognition dimension explained 18.00% of the variance, and the visual image dimension explained 5.90% of the variance. The total explanatory variable was 70.66%. The sales of small fruit tomatoes should first strengthen loyalty, followed by consumer preference and product cognition.