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標題: 以焦點團體訪談法探究傳統市場消費者對生鮮肉品購買行為之研究
Investigating Traditional Market Consumers?Fresh Meat Purchasing Behavior by Using Focus Group Approach
作者: 廖晏瑜
Yen-Yu Liao
關鍵字: 傳統市場;焦點團體訪談法;生鮮肉品資訊;資訊需求;Traditional Market;Focus Group Interview;Fresh Meat Product Information;Information Demand

Following the diversified demand, the retail market channels have been gradually changed. The development of supermarket in Taiwan is moving toward to higher quality; however, traditional markets still have many things needed to be improved. Especially, traditional markets in Taiwan have been part of purchasing for daily food sources. There are two types of traditional markets in Taiwan: the morning market and the evening market. Especially, people in traditional markets can be consisted of different generations of consumers and even different generations of sellers. From the long-term accumulated shopping experience at the traditional markets, buyers and sellers already have the certain level of trusted relationship. However, the food industry in Taiwan in recent years frequently encounters with food safety issues, and the environment of traditional markets in Taiwan overall has not been much improved. Even agricultural and meat products have not much information provided for consumers to decide whether to purchase or not. Therefore, it is necessary to further explore whether consumers at traditional markets have any demand of agricultural and meat product information. This study adopted the Qualitative Research Method to explore traditional market consumers’ demand. Via two times of Focus Group Interview, a total 22 regular traditional market customers were invited for in-depth interviews and discussions. The results show that traditional market consumers still have safety concerns from the meat sold at the traditional markets. Since consumers have demand for daily diet and if traditional markets can provide more meat product information, relatively, it will enhance more trust on the meat purchased. Especially the expiration date, food safety factor, environmental sanitary, and meat product information are the maind factors to enhance the trust on food. Therefore, traditional market consumers tend to adjust their purchasing behavior with more product information to ease the food safety issue. Recent years the government is also committed to enhancing consumer confidence in domestic agricultural and meat products. This study suggested to establish the expiration date information as the first step of future meat product information.
Rights: 不同意授權瀏覽/列印電子全文服務
Appears in Collections:農業企業經營管理碩士在職專班

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