| Summary: | 碩士 === 國立臺灣海洋大學 === 食品科學系 === 106 === The purpose of this research was to investigate consumer behavior towards the consumption of nuts. The study took people who live in Taipei and its immediate vicinity as the research object, explored the difference between demographic variables and cognition and conducted cross analysis by the correlation between variables after analyzing consumer behavior and influencing factors during purchase. A total of 350 questionnaires have been delivered in person, 341 questionnaires recycled, the valid recycle rate was 97.4%. SPSS 22.0 and EXCEL were used for data analysis, the results collected anonymously. According to the statistics in this research, the gender of respondents are 27.9% male and 72.1% female, age mainly concentrate to 20-50 years old. Most of the occupations is administration (keep sitting position 80% of work hours) (39.0%), most of their education degree is collage/two-year technical school, with an average monthly income between 30-40 thousands. Non-vegetarian in eating habits is the most. Moreover, most respondents have 4-5 people in family members. Hypermarket is the main place they buy nuts (66.6%), most of them purchase in over half a year period(42.2%). Mixed nuts is the top item (57.8%), while 100-300 dollars is the average purchase amount (39.6%). Most acquire information from display shelf in hypermarket (36.7%). Respondents do not fully understand nuts are good for digestion, defecation, inhibition on inflammation, and anti-oxidation. Respondents score the most in the way products packaged and the exterior appearance. They also mind the label and compare contents, ingredients and price. According to the analysis, there are significant differences in the common way respondents purchase nuts, average purchase time, ways to acquire nuts products information caused by gender, age, occupation, and education degree.
|
|---|
