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Empirical Study on Factors of Customer Perceived Value of Functional Food

Author: YangYan
Tutor: ZhangXiMin;LiYuBing
School: Shandong University
Course: Business management
Keywords: Customer Value Factors of Customer Value Functional Food
CLC: F274
Type: Master's thesis
Year: 2010
Downloads: 461
Quote: 4
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Abstract


The research of customer perceived value has become a hot issue since 1990s in western countries. Meanwhile, functional food industry in China has gained rapid development with the improvement of living of people’s living standard.This paper studies the factors of customer perceived value of functional food by the research methods of questionnaire survey and expert interview. Based on theoretical analysis, this paper establishes a factor model of customer perceived value of functional food. Then, the hypothesis of the model is verified through statistical analysis. Finally, several marketing tactics is proposed on how to increase customer perceived values of functional food.Based on statistical analysis, we find six dimension effecting customer perceived value of functional food, which are product, brand, people and services, promotion, convenience, and cost. Also, the relative importance of the six factors is examined. We find that product and brand are the most important dimensions effecting customer perceived value of functional food. And the next ones are promotion, people and services, cost, and convenience. Based on the six factors, some marketing tactics on how to increase customer perceived values of functional food is proposed.

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CLC: > Economic > Economic planning and management > Enterprise economy > Enterprise Marketing Management
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