| Summary: | 碩士 === 台北海洋科技大學 === 食品科技與行銷系碩士班 === 106 === The Consumer Behavior in Dietary Supplement in Middle-Aged and Elderly People : A Case Study of Clam Essence
ABSTRACT
Nowadays, consumers are no longer passively ill, but hope to be more proactive in maintaining their health. Therefore, health food products have emerged under such demand. The increase in consumer spending on health care has increased year by year, and the growth of the global health food market has shown a boom in the health food market. Looking at the research on health foods in China, although there are some research topics related to health foods among middle-aged and elderly people, there is no survey on consumer behaviors with sputum (ingot) as the main axis. Therefore, this study believes that the consumption behavior of health foods among middle-aged people is necessary for further discussion, especially for related products such as clam essence products.
Based on the above, this study uses a quantitative questionnaire survey to explore the issues of health care food consumption behavior among middle-aged and elderly people, and takes clam essence product as an example. The results of the study pointed out that the motivation for the consumption of antimony ingots is the main focus of the "product cognition" and "purchase situation", while the lowest recognition is the "personal" facet. Select the bismuth ingot. This also means that there is still room for efforts on the attractiveness of the ingots, but the recommendation through the media and the Internet is a well-received channel. On the other hand, the consumer demand for antimony ingots has the highest recognition with the "convenience" facet, while the lowest with the "price" facet is "the real and cheap price of the ingots is needed." This also means that the professionalism of selling antimony ingots is more valued by respondents than the price of antimony ingots; for different backgrounds, the analysis of motives of antimony ingots shows that respondents with different academic qualifications will influence The perception of “social culture” in consumer motivation, among which respondents with high school and college (scholarship) qualifications are higher than those with junior high school education or below; have experienced the experience of sputum ingots? It will affect the respondents' recognition of "product cognition" and "purchase situation" in consumer motivation; as for the analysis of the demand for antimony ingots from different backgrounds, it can be seen that respondents of different genders will affect their consumption. The perception of "brand", "price" and "function" in the demand; whether the experience of eating oysters has affected the respondents' recognition of "function" and "convenience" in consumer demand. Finally, hope that the results of this study can provide some benefits and suggestions for this topic.
Keywords: Middle-Aged and Elderly People, Clam Essence Products, Consumption Behavior, Consumption Motivation, Consumption Needs
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