ABSTRACT
Impacts of Customer Value & Satisfaction on China
Consumer’s Green Food Brand Choice
Yi Ding Zhao
Department of Industrial and Systems Engineering
Graduate School of Kongju National University
Gong Ju, Korea
Since 1978...
ABSTRACT
Impacts of Customer Value & Satisfaction on China
Consumer’s Green Food Brand Choice
Yi Ding Zhao
Department of Industrial and Systems Engineering
Graduate School of Kongju National University
Gong Ju, Korea
Since 1978, Deng Xiaoping's economic reforms • open door policy later, in the past 30 years, China's economy growing by leaps and bounds. In 2001 after the WTO accession, China's agricultural trade has also gradually expanded. Meanwhile, with the continuous improvement of people's living standards, as well as the continuous improvement of quality of life, people also increased the concern of health food, Green Food industry also will be vigorously developed.
The purpose of this study is first to understand the Chinese consumer preferences for the type of Green Food brand. Second, the analysis of consumers buy Green Food brand customer value to the customer satisfaction effects, and marketing strategies based on these derived. Third, find out environment-friendly agricultural products for the South Korean consumer brand preferences and brand preferences of Chinese consumers for the difference in foods, and greater consumer awareness of consumers between the two countries, create demand for suppliers in order to give strategic direction tips.
The data of this study material, through living in Beijing, there have been purchasing Green Food directly to consumers through questionnaires distributed to the way data were collected. Survey from July 1, 2009 to 30 during the day, by way of direct distribution, issued 120 questionnaires, and all recovered for the statistical analysis. In order to achieve the purpose of this study, using the basic literature research and design research model of the approach, and thus obtained evidence to test the hypothesis. This study used SPSS 11.0 for Windows software, statistical processing of data material. To test the measurement tool used by the Institute of reliability and feasibility, through analysis and reliability analysis to be due to post-test, and through ANOVA and regression analysis, the general public the assumptions of this study were determined.
Through hypothesis testing, to be a strategic point of inspiration. First, China's Green Food brand types of enterprise-type brands, agricultural products manufacturing industry brands, local collective brands, retailers are the brand. For the Green Food suppliers, customers value, convenience, economic value and excellence does not exist, there is no customer value with changes in the type of Green Food brands. The resulting present, the Chinese consumers, the brand is not the most important factor when purchasing agricultural products. At present consumers of agricultural products, to consider the most is the price and freshness of agricultural products and other factors. But with improving people's lives, and now consumers pay more attention to health foods, organic foods are more into people's lives, people concerned about the degree of increase in Green Food brands. In the future consumers of agricultural products, the brand will become an important purchasing factor. Second, the customer value the convenience, economic value and excellence of the impact on the re-purchase intentions did not show up. But the economic value and excellence of an impact on customer loyalty, convenience has no effect. At the same time, the customer value, and outstanding impact of their counterparts in mass effect, but the economic value and convenience did not.
Key words: China Customer, Green Food Brand, Customer Value, Satisfaction
中文摘要
中国消费者的绿色食品品牌选择对顾客价值及满足的影响
赵一丁
公州大学 研究生院 产业系统工学科
...
中文摘要
中国消费者的绿色食品品牌选择对顾客价值及满足的影响
赵一丁
公州大学 研究生院 产业系统工学科
自从1978年，邓小平提出经济改革·对外开放政策以后，在过去的30多年间，中国经济出现了飞跃性的增长。2001年WTO的加入以后，中国的农业贸易也逐渐扩大。同时，随着人民生活水平的不断提高，以及生活质量的不断改善，人们对于健康食品的关注也增多，绿色食品产业也随之大力发展起来。
本研究的目的在于，第一，了解中国消费者对绿色食品品牌类型的喜好。第二，略论购买绿色食品品牌的消费者的顾客价值对顾客满足的影响，并且根据这些得出市场营销策略。第三，找出韩国消费者对于亲环境农产品品牌的喜好与中国消费者对于绿色食品品牌喜好的差异点，提高两国消费者的消费意识，对于供应商为了需求创出给出战略的方向性提示。
本研究的数据材料，是通过对居住在北京市，有过购买绿色食品经历的消费者直接派发问卷的方式收集得到的。问卷调查从2009年7月1日到30日间，通过直接派发的方式，发出120份问卷，韩语论文网站，并全部回收用于统计略论。为了达到本研究的目的，采用了基本的文献研究和设计研究模型的措施，并对由此得出假设进行实证地检验。本研究采用了SPSS 11.0 for Windows 软件对数据材料进行统计处理。为了检验研究所使用的测定工具的信赖性和可行性，通过可信度略论和要因略论检测后，再通过ANOVA和大众回归略论法对本研究的假设进行测定。
通过对假设的检验，得到了战略的启示点。第一，中国绿色食品品牌类型有企业型品牌，农产物生产业者品牌，地方集体品牌，流通业者品牌。对于绿色食品供应商，顾客价值的便利性，经济价值及优秀性不存在，顾客价值没有随着绿色食品的品牌类型而变化。由此得出，当前对于中国消费者来说，品牌还不是选购农产品时的最主要因素。当前消费者在选购农产品时，考虑最多的是价格以及农产品的新鲜度等因素。但是随着人民生活水平不断提高，现在消费者对健康食品更加关注，绿色食品也更多的走进了人们的生活，韩语论文题目，人们对于绿色食品品牌的关注度增大。今后消费者在选购农产品时，品牌将会成为重要的购买因素。第二，顾客价值的便利性，经济价值及优秀性对再购买意图的影响没有表现出来。但是经济价值和优秀性对顾客忠诚度有影响，便利性却没有影响。
关键词：中国消费者，绿色食品品牌，顾客价值，满足
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