| Summary: | 碩士 === 南臺科技大學 === 科技管理研究所 === 103 === With the quality of life improvement, advances in medical technology and enhance of national income, modern people pay more attention to health care. The essence of chicken is the first choice of health food for people to supplement nutrition, refresh, reduce stress, reduce fatigue and restore physical function, such as a health food that you can drink daily. The market opportunity of chicken essence in Taiwan is huge, but the research of choice and consumer decision-making about the health food of chicken essence is not much. The main purpose of this study is to understand the characteristics of the consumer decision-making to purchase the chicken essence, and to explore the association about the consumer’s lifestyle, the brand awareness and the consumer decision-making. The study uses the electronic questionnaire through the internet in convenience sampling method to approach the collection of data, so we have a total of 213 valid questionnaires and analyze the characteristics of the sample about the reliability analysis, the validity analysis, the descriptive statistics, t test, ANOVA and Pearson's product-moment correlation coefficient by using the SPSS software package. The results are as follows: (1) Lifestyle is significantly related to brand awareness. (2) Lifestyle is significantly related to consumer decision-making. (3) Brand awareness is significantly related to consumer decision-making. Thus, by analyzing the results of this study, we proffer the following suggestions for the relevant industry: (1) Understand the characteristics of consumers and appropriate product portfolio to meet market demand; (2) Formulate effective marketing strategies to enhance brand awareness; (3) Expand different target customers in multiple sales channels.
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