Effect of Brand Knowledge and Consumption Value of Fast-Food Restaurants on the Consumer Behavior among Adolescent

• Main Authors: Shu-Chiung Kuo, 郭淑瓊
• Other Authors: Hwei-Shen Lin, Ph. D.
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/73745903560064528360

碩士 === 中國文化大學 === 生活應用科學研究所 === 98 === Fast food restaurants are developing and growing well in Taiwan since 1984. Adolescent is one of the major customers. Fast food restaurant is the brand image of fast, convenient and delicious, etc. Besides, consumer behavior of adolescent was deeply influenced by the brand image. What is the impact of hamburger fast-food consumption value? The purpose of this study was only focused on consumer behavior of adolescent impacted by brand knowledge and consumption value. The questionnaires were designed to survey population variable, brand knowledge, consumption value and consumer behavior. Likert five point scale was used to conduct quantitative research for the brand image and consumption value. Stratified purposive sampling 1505 adolescent in Taipei was used for this study. The data was analyzed by using descriptive statistics, independent t-test, One-way ANOVA, Scheffe method, Pearson correlation, two-way ANOVA and Chi-square test with SPSS 12.0 for Windows, and Importance-Performance Analysis. The results of this study were summarized as follow: 1.Among them, 53.89% were girls; 56.61% were lived in city; 59.80% were public school students; 101-500 dollars of pocket money every week were the majoritygroup, most people in the middle of the self awareness body shape and life tempo, 4-10 times of every week (41.73%) was the majority of frequency of eating outside. 2.The highest brand awareness of McDonald's, ccounted for an average of 84.57%. "The places for making friends" is the most recognized brand image, "convenient for have a meal" is the most emphasis on consumer value. Most adolescent go to McDonald's, chicken hamburger is the most popular, the second is beef hamburger. They often have dinner at 5-9 pm and have in restaurant, with 2 or 3 friends, and spend 101-150 NT dollars usually. 3.Grade, gender, school characteristic, major department, pocket money per week, life tempo, frequency of eating-out and foreign food acceptance were significantly different at the brand image and consumption value. There are great diversity with the different adolescent background variables and the brand image and consumer value. 4.Grade, gender, living area, school characteristic, major department, pocket money per week, life tempo, frequency of eating-out and foreign food acceptance were significantly different at the consumer behavior. There are great diversity with the different adolescent background variables and the brand image and consumer value, especially in the school characteristic and major department. 5. The more attention on brand image and consumer value, the higher their brand loyalty. The brand image showed significantly correlation to the consumption value. So, fast food restaurants should strength brand image of the fast food in order to increase the consumption and brand loyalty. 6.Most unsatisfied items for consumption value were “meal is nutritious” and “food is safe”, but consumer behavior of adolescent are still relatively high. Base on results, this study suggests that schools and education authorities to implement the educational function, so that young people can actually present in the attitudes and knowledge, behavior, and put into practice in daily life; and parents should pay attention to adolescent on food consumption behavior.