| Summary: | 碩士 === 亞洲大學 === 經營管理學系碩士在職專班 === 99 === There are approximately 9,230 chain convenient stores in Taiwan till April 2011, the highest density in the world. Within these few years, the quantity of convenient stores in Taiwan already comes into the saturation stage. Consumers come along with tightening spending, and the convenient stores’ owners meet slow growth in the market. Therefore, in response to changes in the market, convenient stores industry has to find new business models and elements, and tries to work with bread dealers.This research aims to find out the reasons why consumers buy baked bread in convenient stores, to analyze consumers’ behavior and motivations, and to know more about the groups of the consumers.
The study on the reseach do a survey via to understand people who ever bought baked bread in 7-11, Family Mart, Hi-Life convenient stores in central Taiwan. The results show that consumers choose to buy baked bread in convenience stores for following concerns: Quality, Safety, Convenience, and Promotion. The statistical data show that consumers are mainly aged at 21-40 years old, majority of university level educated, and largely of students group. That is to say, considering setting up bakery in convenient stores nearby college campus will be a good choice. In addition, consumers buy baked bread for breakfast or snacks during meals for alternative. By now, convenient store bakeries are not well known by consumers, so owners should promote and advertise more and better for market expansion.
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