消費者對全國性品牌與自有品牌食品認知評比與行為分析

Tunghai University Institutional Repository > 農學院 > 食品科學系所 > 碩士論文 > Item 310901/6708

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Title:	消費者對全國性品牌與自有品牌食品認知評比與行為分析
Other Titles:	A Study of Consumers'' Perception and Behavior on Food Product Between National Brand and Private Brand
Authors:	施陵子 Shih, Lin-Tzu
Contributors:	陳佩綺 Chen, Pei-Chi 東海大學食品科學系
Keywords:	特徵價格法;食品;全國性品牌;自有品牌;製造商;零售商;食品屬性;消費者行為 Hedonic Price Method;Food;National brand;Private brand;Manufacturer;Retailer;Food Attribute;Consumer Behavior
Date:	2000
Issue Date:	2011-05-25T09:41:56Z (UTC)
Abstract:	本研究以曾經購買過自有品牌(Private Label，簡稱PL)食品的台中市消費者為研究對象，利用特徵價格法(Hedonic Price Method）分析消費者對全國性品牌（National Brand，簡稱NB）與自有品牌食品各屬性之支付意願與評價認知情況。本研究將食品的特徵屬性區分成品質、風味、包裝、安全性以及品牌五個屬性，請消費者同時對相同類型的NB與PL食品五個屬性進行評比，採用迴歸分析分別計算消費者對NB與PL食品各種屬性之支付意願，並找出消費者所重視的屬性。此外利用消費者對NB與PL食品各屬性的認知評價，進行齊一性檢定、變異數分析以及Tukey檢定，以了解消費者對NB與PL食品各屬性的認知差異與不同族群消費者對PL食品的五種屬性評價之異同，進而勾勒出PL食品的消費者型態。本研究總計發放240份問卷，有效問卷219份，實用問卷210份，研究發現消費者對食品風味與品質認知評比之間的相關性相當高，顯示台中市的消費者認為食品的風味好也就是代表食品的品質好，因此進行特徵價格法實證時，利用食品四個屬性─風味、包裝、安全性以及品牌，研究獲得下列主要結論: 一、食品各屬性支付意願方面，消費者對NB食品的品牌屬性支付意願最高，佔總價格的46.05％；對PL食品的品牌屬性支付意願只有總價格的6.31％，而對PL食品的風味屬性支付意願高達51.78％；由此可見消費者對NB食品品牌支付意願最高，而對PL食品則是風味支付意願最高。消費者因品牌印象、廠商知名度，從而對NB食品的觀感產生影響，因此NB食品廠商可努力創造產品形象差異或者是產品實質差異，才能面對PL食品的衝擊，此外PL通路商應當力求增加在消費者心中的熟悉度或信賴感，對於攻佔食品市場與市場佔有率擴大，才能更加有利。二、食品各屬性評價認知方面，消費者對NB 與PL食品各屬性的評價有顯著差異，且對NB食品的評價較高，但是消費者對於NB與PL食品的評價差距有愈來愈小的趨勢，此對NB食品廠商應當是個不容忽視的情況，然而對消費者則是相當有利，因為藉由NB與PL食品的競爭下，消費者得以更低的價錢，購買品質相當以及更多樣化的產品，兩者的良性競爭應當使食品市場更加蓬勃發展。三、研究顯示購物頻率一周三次的消費者對於PL食品各屬性評價認知，相較於其他購物頻率的是最高的一組，PL通路商應當著手建立其消費者資料庫，針對此人口之特性，作為其潛在的目標市場，以拓展未來市場佔有率。 A survey was conducted in Taichung area to interview consumer who bought private label food product in 1999. The hedonic pricing method is employed to study the willingness to pay for the five different attributes. The comparison between private label (PL) and national brand (NB) is also studied. Study aims to investigate consumers’perception and evaluation toward the same type of private label and national brand food product according to 5 different attributes of product: the valuation on the brand name, the flavoring, food packaging, product safety and food quality. By using regression analysis, consumers’willingness to pay for the five different attributes of product was calculated, and the important attributes consumers perceived was identified as well. The homogeneity of consumers’perception towards 5 attributes between PL and NB was also tested, analysis of variation and tukey test was used to find out the discrepancy of consumers’perception between PL and NB product. Consumers who buy PL product can be identified accordingly. Among the 210 effective questionnaires returned, high correlation was found between consumer''s evaluation of attributes of flavor and quality, in order to prevent the multicollinearity problem in econometric analysis, five food attributes has been reduced to four dimension, food flavor, package, safety and brand for consumer to compare. The major finding of this research has been summarized as follows : 1. It''s found that consumers’willingness to pay for the brand name is the highest among the 4 attributes for NB products (46.05% of price listed), while consumers’ willingness to pay for taste is the highest among the 4 attributes for PL products (51.78% of price listed). The brand image and firm''s famous will be influence consumer thinking of NB product. It''s suggested that other than physical product differentiation, the NB producer should emphasize on the image product differentiation to increase consumers’willingness to pay for their brand name. Besides, the PL channel retailers should emphasize on analyzing information of consumer''s behavior to increase their market share for future market expanding. 2. Consumers’perception for the brand name, the flavoring, food packaging, product safety and food quality attribute significantly differs between NB and PL. But the difference of perception between NB and PL product is smaller. It is not a negligent situation for the national-brand''s manufacturer. However, it''s wining situation for the consumers because they can always get the same products with lower price, higher quality as well as more varieties due to the competition between NB and PL. 3. It''s also found who shops 3 times a week, age varies from 35 to 44 with household income distributed from 50 to 100 thousand per month, have higher evaluation on PL products, therefore, are the potential target market. The PL channel retailers should emphasize on analyzing information of consumer''s behavior to increase their market share for future market expanding.
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