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Title: 盒餐消費者之購買行為對盒餐產品屬性 與產品涉入影響之研究
The study of the influence on product attribute and product involvement by the purchasing decision of the customers of lunch boxes
Authors: 蔡宜家
Tsai Yi-Chia
Contributors: 經營管理研究所
Keywords: 盒餐、產品屬性、產品涉入、購買行為
lunch box, product attributes, product involvement & purchasing decision.
Date: 2012
Issue Date: 2012-12-11 15:35:42 (UTC+8)
Publisher: 高雄市:[樹德科技大學經營管理研究所]
Abstract: 摘要
Along with the changes of social environment in Taiwan, it makes the population of eating out increase gradually. Based on the survey of "Globe views monthly", there's over 70% of our people eat outside. And 90% of them choose to buy the ready to eat meal boxes for lunch. It shows the potential market opportunities of the ready to eat meal boxes. How to fulfill those consumers’demand and develop the market become the important subject. Over past research, there were lots of relevant issues studying widely about the ready to eat meal boxes, but most of them investigated the marketing strategies in view of the angle from Food & Beverage Industry and the owner of them. None of these researches studied the consumers’ characteristics and the influence of consumers on the factors to choose their the ready to eat meal boxes. As a result, this research aim to probe into how the consumer consider the reasons of choosing their ready to eat meal boxes and the factors to effect them. We also take the produce involvement scale as the tool to measure how consumer get involved; to realize how consumers value the product attributes of the ready to eat meal boxes and their effect upon the decision to buy them. This research take the ready to eat meal box consumers as objects and base on the information got to manage the data by statistical tools. Here are the results after analysis as below:
1. The comsumers of lunch boxes due to the difference of "sex", "age", "family status", "education level", the "occupation", and the "month income" to the "hygiene factors", the "product attributes", the store features, "contents", "health security", "appearance Package", there are significant differences.
2. The comsumers of lunch boxes due to the difference of "education level" and the "occupation" to the "product involvement", "mistaken purchase rate","interest" and "purchase risk", there are significant differences.
3. The comsumers of lunch boxes due to the difference of "purchase motivations", "information sources", "Purchase Type", "Where to Buy" to the "contents", " Appearance Package", "health security", "store features" and "hygiene factors" in the" product attributes ", there are significant differences.
4. The comsumers of lunch boxes due to the difference of "information sources", "type", the "buy time", "purchase frequency" and "purchase price" to the "mistaken purchase rate", "interest" and "important characterization" in the "product involvement", there are significant differences.
According to above conclusions, this research suggest the F&B industry owners to develop the varieties of the ready to eat meal boxes in order to meet all kinds of consumers' different requirements.
Appears in Collections:[經營管理研究所] 博碩士論文

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