Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/28468
標題: 消費者對與越南品牌的茶葉產品偏好之研究
Consumer Preference for Vietnam Brand Tea
作者: 范春良
Xuan, Luong Pham
關鍵字: Consumer preference
消費者偏好
Brand name
Vietnamese tea industry
Vietnam Oolong tea
logistic regression analysis
品牌名稱
越南茶葉產業
越南烏龍茶
邏輯斯迴歸分析
出版社: 應用經濟學系所
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摘要: 面臨國外茶葉品牌競爭愈來愈激烈,越南茶葉產業公司需要調整與發展行銷策略以確保並加強掌握國內市場,同時在國際市場上能夠找到利基。因此,本研究透過問卷調查的資料蒐集方法應用因素分析與邏輯斯模式分析,找出影響消費者對於越南烏龍茶偏好的重要因素。因素分析結果產生十一個有效因素,包括人口統計變數分別為婚姻狀況,年齡,收入和經驗;行銷變數分別為便利商店,易取得性,包裝,價格和品質。以及動機變數分別為方便性與喜愛,我們再用這十一個有效因素進行邏輯斯迴歸分析。分析結果顯示越南消費者易受其收入、經驗方便性、喜愛、品質、易取得性、包裝影響偏好越南烏龍茶,其中收入、包裝變數跟越南烏龍茶品牌呈現負係數,其餘變數和越南烏龍茶品牌呈現正係數。本研究最後對政府與越南茶葉產業公司提出應改善品質及包裝之建議與參考依據,期待其能在未來改善越南茶葉品牌競爭。
With increased competition from foreign brand teas, Vietnam tea companies need to adjust and develop marketing strategies to ensure and strengthen their hold in the domestic market, and possibly find a niche in the international scene. With this in mind, this study used data collected through questionnaire survey and then applied factor analysis and Logistic model in analyzing to find out which factor the most important influence to consumer preference for Vietnam Oolong tea. After calculating the factor analysis, 10 valid factors were used for our logistic regression analysis including demographic variables (married, age, income), experience, marketing variables (availability, packaging, price, quality), motive (enjoin, convenience). The result of regression analysis revealed that Vietnam tea consumers seem to be sensitive with income, experience, convenience, packaging, enjoyment, quality and availability. Of these variables, income and packaging have negative coefficients largely indicating the weak aspects in Vietnam tea brands. On the other hand, experience, convenience, enjoyment, quality and availability having positive coefficients point to the stronger aspects of Vietnam tea brands. All in all, from the results of the regression analysis we can say that Vietnam consumers in Hanoi city do not prefer Vietnam brand Oolong tea. We then develop some suggestions for government and tea companies in Vietnam so that it will achieve referenced to improving competiveness of Vietnam brand tea in the future.
URI: http://hdl.handle.net/11455/28468
其他識別: U0005-1907201020053500
文章連結: http://www.airitilibrary.com/Publication/alDetailedMesh1?DocID=U0005-1907201020053500
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