原鄉特色產品消費者行為分析與行銷策略之研究──以太巴塱紅糯米為例

Analysis of Consumer Behavior for Local Characteristic Products and Drafting of Marketing Research Using Red Glutionous Rice of Tafalong as an Example

本研究主要針對光復鄉紅糯米產品通路之消費者為研究對象，以消費者對產品屬性重視程度為分群區隔基礎，進行問卷調查。運用描述性統計、成對樣本t 檢定、獨立樣本t 檢定、卡方檢定、因素分析、集群分析、區別分析等統計方法進行統計分析，並依統計分析結果，提出建議。

The study conducted a questionnaire survey mainly on consumers, the subject, of red glutinous rice from Guangfu Township who are grouped on the basis of their emphasis upon product attribute. Statistical methods including descriptive statistics, paired-samples t-test, independent samples t-test, chi-square test, factor analysis, cluster analysis and discriminant analysis were adopted, and the result of which was used for suggestion making. Finally, the study has concrete proposals for the dealers according to the theoretical framework and empirical result.