| Summary: | 碩士 === 東海大學 === 食品科學系 === 99 === In the highly competitive baked food market, there are several types of baked products, this study aims to the Chinese and Western style desserts, to understand the product attributes and store image will effect consumer behavior, and understand consumer lifestyle between buying the Chinese and Western style dessert.
By questionnaire survey method, there are 300 questionnaires are distributed in Southern, Central and Northern Taiwan, 293 valid samples are collected.
Depending on research results, consumer purchased Western style dessert more than Chinese style, about 90% of Western style consumers are self-consumption, and the purchasing amount is almost less than 200 NT. The consumer who purchased Chinese style dessert is most self-consumption, but 40% of the Chinese style dessert consumer purchased as gifts, therefore the purchasing amount is more than 500 NT.
Based on demographic variables, the age, marital status, occupation, education level impact of dessert types, and gender, education level, living area is the impact of purchase purposes.
Store image utilize factor analysis into four dimensions: experience, product select, convenience, visibility. The consumers of the Western style dessert pay attention on the product selection dimension of store image. Product attributes utilize factor analysis into two dimensions: product, local and cultural characteristics. The local and cultural characteristics dimension is important to consumers who purchased the Chinese style desserts.
In the different situations, consumer most purchase or prefer the Western style desserts in the breakfast, afternoon tea, birthday, coffee, official business, friends party, eat at anytime or carried out. For lunch, supper, tea these situations, consumer most choose and prefer the Chinese style desserts.
Finally, the consumer’s lifestyle utilize factor analysis and t-test, found the
consumers who purchased the Chinese style and Western style desserts are concerned about environmental issues, Among them, the Western style desserts consumers attach more importance to social activities.
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