An Analysis and Discussion of Consumers Behavior on Functional-energy Drink in TaiwanAn Analysis and Discussion of Consumers Behavior on Functional-energy drink in Taiwan

• Main Authors: Yang,Jyh-Hao, 楊志浩
• Other Authors: Wang,Ben-Jeng
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/15738709804411898671

碩士 === 東海大學 === 管理碩士學程在職進修專班 === 94 === Abstract This study was conducted on general consumers in Taiwan, which were polled to analyze the consumer’s behavior of functional beverages. Design with the questionnaire, and set “Consumptive Conduct”, “Purchase Motivation”, “Information Search”, “Program Evaluation”, “Product Attributes” and “Demographic ” characteristics that used to analyze and discuss the consumers behavior, hope that can make more understand about consumer characteristic of functional beverages. The research result was expected to supply to the beverage industry for planning marketing strategy. A total of 380 questionnaires were distributed and 356 were completed, for overall response rate of 93.68%, effective questionnaires 352. This research uses SPSS12.0 to analysis data. The analysis methods select descriptive statistics, alternate analysis, chi-square test, factor analysis and one-way analysis of variance. The major conclusions of this study are as follow：First, the sample consumers on “consumptive conduct” to functional beverages, that most usually buy from the convenient store and one bottle each time, and there is no difference on specific drinking period and season. Second, in “product preference” that sample consumers mostly likes the package material is bottle made from glass, the compositions of the drink with vitamin is most popular, the capacity of the drink with 150-200(c.c.), the substitute that can be accepted mostly is coffee. Third, sample consumers still take TV advertisement as the main sources of relevant product information in “information search”. Fourth, in “product attributes”,that taste of drink and good to drink or not is the most important reasons that consumer can accept and continue purchase, secondly is the advertising and marketing factors. Finally, in the part of the demographic parameter, with “consumptive conducts” through alternate analysis and tested them, the conclusion shows that there is significant difference in consumer behavior among consumers of sample which on gender, age, education and job etc. Key words：Functional beverage，Consumer behavior，Purchase decision