Cultural Diet and Food Culture on Consumer Behavior Patterns - Case of a Make Soup in the Consumer Market in Taiwan

• Main Authors: Wang Pao Hung, 王寶葒
• Other Authors: Pan Tony Tungyu
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/3fkavz

碩士 === 中國科技大學 === 企業管理研究所 === 102 === This study investigates the relevance, evolution mode as well as the factors which impact on innovation between "cultural diet" and "food culture." The Triangular Approach is used to analyze the successful cases in which evolved from "cultural diet" into "food culture" at the consumer market in Taiwan. First, through in-depth interviews for a similar soup youshan with qualitative analysis method, this research extracts how the innovation and key factors of it evolved to food culture. To establish the definitions and relevance of "cultural diet" and "food culture", it’s the basis for the design of the questionnaire. Then through quantitative questionnaire survey of consumers, we can clearly understand the key factors of changing "cultural diet" into "food culture" from different consumer behavior patterns to aim to realize consumer awareness and behavior about bautang and to be a basis the future development of bautang with the operations of the innovative business strategy in Taiwan. The results reveal that during the development from "cultural diet" to "food culture," the consumer behavior will be significantly influenced by individual factors, product factors, environmental factors and cultural factors. Among them, "long time" and "innovative products" are two key factors. It is suggested that product marketing of bautang should focus on strengthening the quality and packaging materials and increasing the exposure of it, and it will be the basis for gradually evolving into "food culture" of public taste.