| Summary: | 碩士 === 長庚大學 === 商管專業學院碩士學位學程在職專班經營管理組 === 105 === In addition to breast milk and milk powder, baby food is the baby's main milk products. Compared to nearly 90% of Polish professional women and more than 70% of American women buying baby food, a recent survey found that the proportion of Taiwanese women who have purchased baby food is only about twenty percent. Therefore, the baby food market in Taiwan is expected to have a lot of room for growth.
This thesis uses 296 electronic questionnaires to conclude the influence factors of Taiwanese women in purchasing commercial baby food. Relationship between the job status and purchasing factors was first investigated, and then study on product knowledge and consumer attitudes was conducted by a sample of 146 women who had had experience in purchasing non-staple food.
Statistics of the overall sample shows (i) the proportion of women who produce their own non-staple foods is significantly lower than that of non-professional women, and the proportion is even lower for those professional women who are not allowed to take leaves; and (ii) the influence factor of "friends and relatives" is more important than the "brand" for novice women while considering buy baby food. Further research finds rice noodles and rice fine are the most popular non-staple foods, while non-professional women tend to buy more conditioning bags of non-staple food. Moreover, "brand" is the primary concern for Taiwan women when they are thinking to re-purchase baby food; and this is particularly obvious for those who are in lack of product knowledge.
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