A Study on Purchase Motives, Satisfaction, and Loyalty of Fresh Food Products of Convenience Store－an Example of Changhua County

• Main Authors: Cheng,Yueh-Ting, 鄭月婷
• Other Authors: Ma, Hang
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/28835364881039904224

碩士 === 中華大學 === 工業管理學系碩士班 === 100 === In 2010, the revenue of fresh food department in 7-ELEVEn had reached NTD 18.8 billion in Taiwan, and 7-ELEVEn had defeated the McDonald’s to become number one fast food chain store nationwide. Therefore, fresh food had become the main development of all the other convenience stores. This study had been conducted questionnaires to investigate the relationship between consumers’ motivation, satisfaction and loyalty toward buying fresh food in convenient stores. Four hundred and fifty questionnaires had been delivered and three hundred and ninety-two effective questionnaires had collected. Based on the descriptive statistical analysis, t-test, oneway ANOVA, correlation analysis, the following conclusions were found:(1)The major convenience store fresh food consumers are "male", "30-39", "unmarried", "University / College", "services", "average monthly income of $ 20,001 to $ 30,000. (2)Their purchase motivation factors are: "marketing stimulus", the "brand image", "shopping convenience". (3)The fresh food consumers are different in marital status, education level. Their satisfaction factors are: " perceived attribute", "essential attribute", augmented attribute. (4)Three factors which influence purchase motivation in order for "marketing stimulus", the "brand image", "shopping convenience". (5)Four factors which influence satisfaction in order for "formal attribute", "augmented attribute", "essential attribute" and "perceived attribute". (6)There is a positive relationship between cutomer purchase motives and customer satisfaction. (7)There is a positive relationship between cutomer purchase motives and customer loyalty. (8)There is a positive relationship between cutomer satisfaction and customer loyalty.