||The incident, "Sanlu’s poisonous powdered milk" was discovered in September in 2008. It was harmful to many baby's health and made them in risk. Thus, this event evoked the public's fears to milk products. And it also make public to pay attention to the test standard of food safety. And then Melamine derivatives out of the crisis had extended to the cream, protein powder, biscuits and other related food. It is also the most severe issue of public food safety incidents that public concern in recent years. The food safety crisis has expanded to the whole world, and caused panic across the consumer in many nations. Taiwan is also one of the countries affected by the incident. Therefore, this study intends to analyze and compare how the crisis affects consumer purchasing decisions before and after the incident, and to further explore the differences of decision factors among different groups of consumes. |
In this study, the "Consumer Purchasing Decision Model (EKB Model)" proposed by Engel, Kollat and Blackwell (1978) is adopted as a theoretical basis, "Information search" and "Select assessment" are selected from their third stage of "decision-making process" as two key decision objectives, then the impact of "Involvement" and "Lifestyle" to consumer purchasing decisions is analyzed. We try to collect the primary data through online and paper questionnaire surveys, and the qualified respondents are constrained to those consumers who have experience to buy melamine-contaminated milk products. Some statistical methods such as factor analysis, cluster analysis, ANOVA and T-test are used to analyze the effective survey data, and to explore the key factors that influence consumer purchasing decisions.
In this study, some appropriate market segments are first determined by clustering the involvement of consumers of milk products and consumer lifestyle, and then consumer behavior characteristics are analyzed for each market segment. Some research key findings and suggestions are stated as follows.
1. In-depth understanding of the differences and needs of different market segments, and prepare different marketing activities to different types of customers.
2. To increase consumer brand reliance by tagging food compliance certification on packaging or by providing after-sales warranty.
3. In addition to advertisement on general media, consumers are more and more relied on network evaluation. Hence, we can strengthen the marketing network by taking the advantages of internet promotion.