| Summary: | 碩士 === 中原大學 === 國際貿易研究所 === 97 === The eating and drinking habit of Taiwanese people has changed over the past decade or so. Bread has gradually become a popular choice for breakfast. While brand name and exhibition pattern are considered to be the main factors influencing consumers’ actual purchasing behavior for bread, cognitive differences among different consumption groups might still exist, which should have major implication for bread manufacturing company with respect to the formulation of its market strategies.
The purpose of this study is to explore whether cognitive differences exist among different consumption groups regarding brand and exhibition pattern of bread in Taiwan. Factor analysis is used first to extract the factors for brand and exhibition pattern from the survey conducted in several supermarkets in Taiwan. We then apply the MANOVA to test the significance of difference among different consumption groups. Our results indicate that
1.Gender, schooling and occupation are factors that have significant cognitive difference with respect to brand.
2.Occupation and purchasing frequency are the two factors that have significant difference with respect to exhibition pattern.
3.Consumers with different purchasing frequency have differential purchase intention.
4.Consumers with different gender, schooling and purchasing frequency have differential brand loyalty.
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