有鑑於台灣鮮乳市場已漸趨成熟，各家鮮乳廠商為尋求差異化與利潤，因此紛紛或以價位、機能來尋求不同的市場區隔，本研究針對鮮乳市場的消費者行為，依購買鮮乳考量因素的特性來將消費者作分群：1.產品特性群，2.行銷特性群，3.主觀認知特性群。目的乃在探討消費者購買鮮乳時等的影響變數與對於更高價位新品牌的接受度的關係。

研究所得之主要結論如下：
1、新鮮度佳、高品質、100％純天然此三項購買考慮因素為影響消費者購買意願最主要原因。
2、各鮮乳廠家積極推廣更高價位的新品牌鮮乳，一般消費者的知曉度與購買意願普遍不高。
3、以考慮購買因素可將消費者分為注重產品特性群、行銷特性群以及主觀認知群。本研究之結論在管理上之意義有四：
1、洞察消費者行為，才能符合消費者需求。
2、推出新品必須能夠強力吸引消費者並與競爭廠家顯著差異化，才有可能贏得消費者青睞。
3、各鮮乳廠家可針對各消費族群之特性發展差異化的行銷策略。

Because the fresh milk market is growing gradually to be mature in Taiwan, the major firms of the fresh milk industry try to find the other way to make profit. They try to segment the fresh milk market by the higher price or some new functions of fresh milk. This study is to discuss the consumer’s behavior in fresh milk market. According to the attribute of buying effecting factors, it can class the consumers as 1.group of product-distinction; 2.group of marketing-distinction; 3.group of subjectivity-distinction. These groups can be helpful to understand consumer’s buying effecting variables and the acceptance to higher price fresh milk.

The conclusions of this study are presented as follows:
1.Fresh、High Quality and 100％ Nature, these three factors of buying effecting are most important to the fresh milk consumers.
2.Leading firms in fresh milk industry actively promote their higher price products, but the consumer can’t aware these products easily and keep low will to buy that.
3.According to the attribute of buying effecting factors, it can class the consumers as 1.group of product-distinction; 2.group of marketing-distinction; 3.group of subjectivity-distinction.

The conclusions above are significant to the management in the following aspects.
1.Understanding the consumer’s behavior, the firms could match the real needs of the consumers.
2.To launch a new product must have the unique selling proposition (USI), and you can earn the consumers.
3.The firms in fresh milk industry could make different marketing strategies to the distinct consumer groups.

第一章 緒論1
第一節 研究背景與動機 1
第二節 研究目的 3
第二章 文獻探討 4
第一節 國內相關研究 4
第二節 國外相關研究 6
第三節 消費者行為 8
第四節 品牌態度與品牌偏好 10
第五節 文獻小結 14
第三章 研究方法 15
第一節 研究架構 15
第二節 研究設計 16
第三節 研究步驟 18
第四章 資料分析與解釋 20
第一節 敘述統計分析結果 20
第二節 因子分析實證結果33
第三節 信度與效度檢定 36
第五章 結論與建議 38
第一節 研究結論 38
第二節 行銷策略建議 40
第三節 研究限制與建議 42
參考文獻 43
附錄一 本研究調查問卷 48

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