The Factors of New Product Development for the Western Fast-Food Restaurant from the Viewpoint of Customers in North of Taiwan

• Main Authors: Lin, Yi-Ju, 林憶汝
• Other Authors: 柯文華
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/64125959698995904004

碩士 === 輔仁大學 === 餐旅管理學系碩士班 === 97 === The purpose of this study is mainly explored the factors of new product development for the western Fast-food restaurant. We focused on understand the discrepancy in the importances about the factors of new product development between consumers’ demography, lifestyle and buying behavior. Fanilly, we also analyzed the relationships between consumers’ lifestyle, the factors of new product development and consumer buying behavior. The questionnaires are used to investigate the primary data about consumers’ demography, lifestyle, buying behavior and the viewpoint of new product development. We send 700 questionnaires and collected 548 valid questionnaires totally. The return rate of valid questionnaires is 70.65%. Hypotheses are confirmed in the statistical techniques including t test, oneway ANOVA, reliability analysis, correction analysis and multiple regression analysis. There are four major results in the study: 1. The factors of new product development could separate into six groups through the result of factor analysis. They are “product value”, “consumer demand”. “sales promotion”, “perceived quality”, “product form” and “product innovation”. 2. The demography of consumers had some significant discrepancy in the importances about the factors of new product development, and consumer buying behavior. 3. There are some significant influence mutually on consumers’ lifestyle, the factors of new product development and consumer buying behavior. 4. We suggested the western fast-food restaurant that strengthen on “product innovation”, “product quality”, “product value”, “brand perception”. “informational communication” and “sales promotion” for new product development.