Sign Verification Of Agricultural Products And Consumer Confidence Research

Since agricultural market has been opened up to the whole world and started facing the high risk of international disease attack. The number of domestic food poisoning incidences is climbing and more and more bad-quality food is being manufactured by crooked makers, causing panic and uneasiness among producers, distributors, and consumers. For the reason of becoming the main issue in daily diet nowadays, source marking management and concern of health and safety are deeply involved in all processing stages of agricultural food. Therefore, to build up the safety brand's certification system of agricultural products can raise consumers'purchase desire and confidence. Standard marks and brands are the greatest assets for enterprises. Hence, market segmentation and product positioning are used as strategies to strengthen consumer cognition of product attributes, to boom brand awareness, to provide a built-up brand image straightaway, and to increase consumer's preference for a brand.The research was chosen the target of Taiwan's safety brand's certification system of agricultural products. The result of formal survey showed that consumers will be more confident and willing to purchase the agricultural products with safety brand's certification system. Safety brand's certification system of agricultural products has been a great matter to today's consumers. In order to improve industrial competitiveness, convenience that safety brand's certification system of agricultural products can be integrated with other marketing strategies into an advancement of market size, standard mark's visibility, and value-added. Apply the result of this study to compose promotion strategies and to extend to install safety brand's certification system of agricultural products were strongly suggested in China.