During recent years, through the art of network socialization,
transportation and sale circuits have been effectively kept on par with
vigorous industrial development. This has triggered the association to
indulge in what is commonly known as “Group-buying.” The purchase
that the association indulges in is largely based upon consumer statistics
and the gathering of relatives and friends, effectively increasing the
quantity of purchase. The marketing strategy here calls for a mutual
benefit, as a negotiation of price is established to the seller, reaching an
agreement wherein both parties have reduced transaction costs. This
paper focuses on consumer group-buying of domestic fruit. A research
project was established, and a Taiwan-wide survey conducted in four
different geographical districts. The survey emphasized consumerassociation
purchase. It was found that decision making is based greatly
upon “convenience”, “inexpensive US prices,” “trust in quality
standards,” and finally, “consumption habits.” Other important factors of
the purchase decision included the seller’s “reliability” and “kindness
and compassion.” This extensive research thoroughly analyzes the
reasons behind the decision making of a consumer upon purchasing the
emerging circuit’s expense patterns and the demands made regarding the
group. It also provides the group with reasons for the purchase of
businesses that develop entrustment upon marketing strategies,
especially towards the emerging circuit.
