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| Title: | 促銷活動之成效分析：以有機產業A公司為例
The Analysis of Promotion Effectiveness: A case study of An Organic Food company |
| Authors: | 劉筱薇
Liu, Hsiao Wei |
| Contributors: | 樓永堅
Lou, Yung Chien
劉筱薇
Liu, Hsiao Wei |
| Keywords: | 消費者行為
促銷
有機產業
Consumer Behavior
Promotion
Organic Industry |
| Date: | 2015 |
| Issue Date: | 2015-12-02 16:06:34 (UTC+8) |
| Abstract: | 有機產業在台灣已經達到成熟階段,導致各連鎖體系競爭激烈,廠商為了吸引消費注意,不斷推出各式行銷活動,更藉由琳瑯滿目的促銷活動來誘引消費者購買，一般常見之有機促銷活動大多以優惠折扣、贈品、或是達消費金額後可換取抽獎等促銷工具為主。
有鑑於有機促銷活動的成效研究較缺乏，本研究為探討有機消費者的消費者行為將以Ａ公司為例，採用One Way ANOVA資料統計分析2013年的會員消費資料並歸納出會員們在促銷活動間的消費喜好,並提出未來促銷策略建議，
本研究結果顯示:
一、 促銷活動對消費者購買行為有正向影響
二、 促銷活動的不同形態對消費者的購買行為有顯著影響
三、 消費者偏好消費滿額贈與低門檻之促銷工具
The organic industry in Taiwan has already reached the mature stage，
The demand of organic products has been raised rapidly every year， In order to attract consumer’s attention and then induce their purchasing behavior, suppliers employ promotion strategies differently， The common promotional tools are discount price, free samples and gifts, and prize lotteries， However, there are limited researches on promotion effectiveness in organic industry， Therefore, the current research will study how consumer’s purchase will be influenced in a specific organic food company， The data sources from A company are indicated different promotion tools in 2013，In order to study the consumer’s behavior in sales promotion, One Way ANOVA will be used in this research to examine the hypothesis，
According to statistical results, it shows that the purchasing behavior will be affected by promotions， And consumers prefer the lower level of threshold in promotion than the higher level， Moreover, consumers will raise their budget in each order when the free gifts will be given after purchasing the certain amount in promotional strategy， |
| Reference: | 中文文獻
王又鵬，1993，促銷活動對消費者購買行為影響之研究.國立政治大學企業管理研究所博士論文.
陳貞綉，1994，涉入程度、價格接受度與知覺價值對有機食品購買意願之影響.世新大學觀光學系碩士論文.
陳柏臻，2004，百貨公司贈品促銷對消費者行為之影響-臺北百貨公司為例.國立交通大學碩士論文.
陳怡岑，2011，量販店促銷人員推銷經營與購買意願關係之研究-以紐西蘭奇異果為例.國立政治大學廣告學系碩士論文.
吳雁龍，2002，台灣有機農業推行研究-以ＭＯＡ認證在台推動為例.國立成功大學企業管理碩士所在職專班碩士論文.
張佩蓉，2008，.影響消費者網路購買有機蔬果之因素.國立中山大學公共事務管理研究所碩士論文.
董雯惠，1996，消費者促銷活動、規範性評估、消費體驗對衝動性購買影響之研究-以化妝品為例.國立成功大學高階管理碩士在職專班碩士論文.
楊瑪利，2005，綠金起飛，天下雜誌 ，第325期.
黃璋如，2004，先進國家有機農產品的標章與標示之做法與啟示，農政與農情，第139期.
黃璋如，2004，歐洲有機農業之發展政策與產銷狀況，農政與農情，第115期.
中文網站資料來源：
有機農業全球資訊網，有機農業發展大事記，http://info.organic.org.tw/supergood/front/bin/ptlist.phtml?Category=105938
有機農業全球資訊網，有機農業統計，http://info.organic.org.tw/supergood/front/bin/ptlist.phtml?Category=105937
英文文獻
Aaker,David A.1973.Toward A Normative Model of Promotional Decision Making,Management Science,Vol.19,No6,593-603.
Blackwell,Roger D.,Paul W.Miniard,& James F.Engel 2001.Consumer Behavior, 9th Edition,Ohio:Mike Roche.
Blattberg, Robert. C., & Scott. A. Neslin 1990. Sales Promotion: Concept, Methods and Strategies,Englewood Cliffs, NJ:Prentice Hall Inc.
Eagel,J.F. Blackwell,R.D.& Miniard,P.W.1995.Consumer Behavior, 7th Edition, New York: Dryden Press.
Howard,J.A. & Sheth,J.N.1973.The Theory of Buyer Behavior, New York: Appleton-Century-Crofts.
Kotler, Philip 2000.A Framework For Marketing Management, 4th Edition, New Jersey: Prentice Hall.
Nicosia,Francesce M.1968.Consumer Decision Process,Marketing and Advertising Implication, Englewood Cliffs, NJ:Prentice Hall Inc.
Zaichkowsky,J.L.1985.” Measuring the Involvement Construct” Journal of Consumer Research, 12(3):341-352.
英文網站資料來源：
Organic Trade Association,http://www.ota.com |
| Description: | 碩士
國立政治大學
企業管理學系
102363039 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0102363039 |
| Data Type: | thesis |
| Appears in Collections: | [企業管理研究所（MBA學位學程）] 學位論文
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