A Study on Mature Consumer Behavior of the Healthy Food

• Main Authors: Yun-En Hsieh, 謝昀恩
• Other Authors: Yu-Jing Chiu
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/su8b49

碩士 === 中原大學 === 企業管理研究所 === 107 === Opinions from government and biotech company is strongly proved that the healthy food industry will have a good potential to develop, also the public rising healthy concept. According to the aging society, mature group will become to a main consumer in the future. Build on the previous scholars research, our study set the mature consumer as a target audience, named the age between 40-65 as mature group and discuss which factors can influence them purchasing healthy food a lot. Our questionnaire is released by the web and totally get 381 valid. Form the data analysis, the main problems which the mature group meet are the eye fatique；poor memory ability；losing energy；wrinkles and bad condition of digest system. Depending on the consumer behavior researching results, mature consumer almostly buying healthy food one or two times per month at drugstore；relying on the recommendation of friend and commonly use the kind of Vitamin；Lutein；Probiotics；Chicken essence and Glucosamine. Others, what consumers care most are whether healthy food have a quality proved；the expiry and manufacture date, also we find that the mature one who have a higher education level and better living style are more welling to buy the healthy food. Finally, the most important result we find is that the good reputation factors, such as good recommendation of professional and TV commercial can strongly direct influence consumer healthy food purchase intention. Therefore our study suggests that the company of biotech in Taiwan can use word of mouth marketing to increase the consumer purchasing intention.