Taiwanese Consumers' Purchasing Behavior on Ganoderma Capsule Products

Following the society economic development, the demand of nutrition supplement among Taiwan people is increasing. Ganoderma, with slow-aging, heart benefitting and memory improving effects, has been recorded as finest herb medicine in ancient Chinese medical books,. However, wild Ganoderma also been criticized for its quality discrepancy, germs contamination and scarcity of wild Ganoderma fruiting body which made Ganoderma ubiquitous in patent medicine. Relying on modern agricultural and food technology, Ganoderma now is able considerably cultivated and is recognized in many pharmacopoeias. Furthermore, with the molecular biology technology, Ganoderma’s healthy effect is now highly valued in medical science and various healthy products are manufactured. However, the healthy effect of Ganoderma products is highly depends on the raw material and manufactory processing. This thesis it to analyze Ganoderma including its recent industrial development, the difference between Ganoderma fruiting body and mycelium, consumer’s cognition such as consumer’s attitudes and purchase attitudes. This thesis analyzes Ganoderma industry current development and investigates consumer behaviors in Ganoderma product purchasing. The result of this thesis can be reference for related product orientation and marketing strategy.