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|Other Titles: ||An empirical study on consumer characteristics in different health foods channels|
|Authors: ||陳怡芬;Chen, Yi-fen|
楊維楨;Yang, Wei-tzen;婁國仁;Lou, Kuo-ren
|Issue Date: ||2010-01-11 03:51:13 (UTC+8)|
In recent years, the rapid growth of the economy has gradually lifted up the standard of living of Taiwanese people. Average longevity has been on the increase due to ongoing medical advancement. The awareness of health-related issues is on the rise and acquiring health-related information and the concept of staying healthy have become indispensable in people’s everyday life. However, high pressure in the workplace, lack of exercise, and poor quality of sleep time all contribute to an imbalance in nutrition intake for a typical working class. Therefore, the demand for fast and convenient health foods is emerging. A potential relation then arises on the choices of various channels for shopping health foods with different consumer characteristics. What are some of the dominating characteristics best explain the types of channels that certain types of shoppers choose?
In order to answer the above question, this research is intended to look for the answers through statistical analysis to the following questions:
1. Are differences in life styles have an effect on selecting channels selling health foods?
2. Is it possible to deduce certain consumer characteristics by examining
3. Can variables of demographic survey be inducted to preference of different
A survey is conducted targeting greater Taipei area with 462 questionnaires and the data are analyzed through statistical methods. The main results are as follow:
1. Consumers with different channel preferences have different life styles, including health awareness, purchase impulsiveness, personalities, self-realization, interest of fashion information, and price consciousness.
2. Life styles are correlated to choices of channel preference. Purchase impulsiveness, interest to fashion information and price consciousness are the characteristics of the consumers who shops often at drugstores; Interest to fashion information ad price consciousness are the factors consumers choose supermarkets; personality and price consciousness are the reasons consumers shops through direct sales; Purchase impulsiveness, personality, self-realization and price consciousness influence consumers shop at specialty stores.
3. Preference of shopping channels of health foods are related to variables of demography, including sex, age, education level, occupation, personal monthly income and household monthly income.
|Appears in Collections:||[管理科學學系暨研究所] 學位論文|
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