The Untold Story of Powdered Milk
Date Issued
2014
Date
2014
Author(s)
Wu, Szu-Min
Abstract
The thesis is focus on the untold story of powdered milk in Taiwan. Starting from how people use powdered milk, the study would discuss the dependency of powdered milk by analyzing the consuming context and the market background.
According to TNS, Taiwanese powdered milk market value in 2012 is about 11.4 billion NTD, the overall powdered milk market expected to continue growing. Despite the government reduced the tax of the powdered milk since 2011, consumer prices rose every year. Powdered milk suppliers are stating that the price increase is because the rise of raw material prices and enhanced formulas. There is nothing consumers can do to improve price fluctuation.
According to the interviews with mothers, adult users, medical staff, experts, and powdered milk company, we found that the independency of powdered milk was deepened and the risks of eating problematic food were raised by globalization. What’s more, the doctors would persuade consumers to purchase the particular brand because of the special relationship with the powdered milk company. Parents’ choices would be also affected by how pharmacy staffs sell. We also found Taiwanese people overemphasize on functions of powdered milk, but forget balanced nutrition would benefit health.
By deconstructing the manufacture process of powdered milk and unveiling the huge benefit behind the market, we hope consumers would know their buying behaviors and realize they do have a choice to the right product.
Subjects
奶粉
全球化
營養
行銷
藥局
Type
thesis
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