| Summary: | 碩士 === 玄奘大學 === 公共事務管理學系碩士在職專班 === 98 === This study aims to understand the present status of the Hsinchu county elementary school students’consumer behavior on fast-food, and from the viewpoint on the corporate social responsibility, to discuss the influence on school children’s consumer behavior through the excessive marketing strategies. By taking five elementary schools in Jhubei City, Hsinchu County that are close to the MacDonald’s restaurants as the study objects, and establishing the questionnaire about “the Influence of Some Fast Food Industry Marketing Strategies and the Social Responsibility on the Elementary School Students’ Consumer Behavior” as a study tool, we analyze the survey results by using some statistical methods like descriptive statistics, canonical analysis and regression analysis.
The study shows that the MacDonald’s marketing strategies can stimulate school children’s sense of identity on the company, and the spokesperson of the company can also easily attract them to expend there.When school children expend at the McDonald’s, they take the taste and variety of the products into the most important consideration. Although school children do have the correct food nutrition cognition, however, their consumer behaviors are easily influenced by the “affective domain”because their perception wins over their rationality.In the corporate social responsibility aspect, the MacDonald’s influences the school children’s cognition about fast-food through the performance in environmental responsibility, but they make them unsatisfied because of the company’s performance in legal liability.If we take the viewpoint on the corporate social responsibility to inspect the excessive marketing strategies by the MacDonald’s, we can see that they exaggerate the idea of excessiveness, the complimentary toy, and false endorsement of their spokesperson.
Based on the study findings, we suggest that the school unit should integrate the consumer education into the curriculum, and school children could cultivate the correct diet and consumption attitude though the parent-teacher cooperation.
We also suggest that the parents should set themselves as an example so that their children could form a good dieting manner. Parents should always choose the television programs cautiously at times, and also help their children to establish a correct consumption attitude.We recommend the international fast-food chain enterprises to develop some products that are cooked healthily, to seek profits in balance with the marketing ethics, and to take the leading role on energy conservation and carbon reduction.We also recommend the domestic authorities to interrupt the link between the unhealthy food and the complimentary toy, and to promote the indications about food-health on the package. They also should give regulations on the excessive marketing strategies made by the fast-food industry.
We suggest that the future study should include a wide range of different age children to study their consumer behavior at the MacDonald’s, carry on the comparison between the urban and the rural school children’s consumer behavior through the MacDonald’s marketing strategies, and also join the “demographic variables” and combine the quantitative and qualitative research methods to carry on an in-depth discussion.
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