Consuming behavior of vegetarian restaurant–Taipei area

• Main Authors: Tsai-Chin Chang, 張彩卿
• Other Authors: Wu-chung Wu
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/2b3xny

碩士 === 銘傳大學 === 觀光研究所碩士在職專班 === 94 === With the development in economics contributing to an increase in GMP, changes in social type and family structure, and the growing population of dinning-out people, there is a huge consuming population in the dining market. At the same time, "vegetarian restaurant" had been developing this decade. "Religion" is not only reason to having vegetarian anymore. Health care is the major motivator. Bad dietary habits increase the possibility of getting chronic disease. Therefore, there are more and more people realize how important is it regarding health dietary habits. Also, health diet is more and more popular. This study focuses on vegetarian consumer. The purpose is probing into consumer''s behavior, determinants of customer satisfaction and consumer''s lifestyle of health care. This study adopted survey questionnaire as the research method; six Taipei vegetarian restaurants were selected as the population; 555 copies of questionnaire received were effective. The five items of the questionnaire are the determinants of restaurant, the consuming behavior, the satisfaction on restaurant quality, the health care life style and the personal profile. Basing on EKB consumer behaviors model, I am using the suit software SPSS for windows 12.0 to carry on analysis. The statistical methods are included frequency, average, standard deviation, t test, One-Way ANOVA, LSD’s posterior comparison and Chi-square test. The result of study is as follows: 1.Target consumers of vegetarian restaurant are female, married, SoHo, having junior high school degree, Buddhist, average monthly salary between 20,001 and 40,000 NT dollars, and family average income between 40,001 and 60,000. 2.The major reason of vegetarianism is health purpose. The determination of restaurant preference eyes on cooking security. Thus, being a healthy and appropriate vegetarian occupy most vegetarian population. 3.In consuming behavior part, the frequency of consuming in vegetarian restaurant is less than once. And the expense is mostly located on 200-399 NT dollars. There are many consumers don’t diet in the same restaurant regularly. Most of them prefer have dinner with friends in general restaurant that is suggesting by their friends. 4.Top five concerns about vegetarian restaurant include: “cooking skill”, “tasty food”, “nutritious and hygienic food”, “and employee’s service quality”, “atmosphere of the environment”. 5.The five positive elements of customer satisfaction are named: “cooking skill”, “appropriate quantity”, “tasty food”, “and comfortable atmosphere of the environment”, “kindly service”. 6.There has high correlation in personal profile and healthy life style. This research concludes with constructive suggestions for marketing and for runners of vegetarian restaurant, restaurant-goers and people in the relevant trades.