| Summary: | 碩士 === 義守大學 === 管理碩博士班 === 102 === Food safety issues have caused serious problems for consumer health. The consumer is suspicion the bread with many food additives. It is necessary to understand the consumer behavior for bread. The purpose of this study is to discuss the relationship among product perception, purchasing motivation, purchasing intension for bread by consumer. The samples was random selected the purchasing experience of bread in Kaohsiung city. The statistical result shows the significant different between consumer background and product perception of bread, the significant different between consumer background and purchasing motivation of bread, the significant different between consumer background and purchasing intention of bread, the significant different between product perception and purchasing motivation of bread by consumer, the significant different between product perception and purchasing intention of bread by consumer, the significant different among product perception and purchasing motivation and purchasing intention of bread by consumer. This results suggested the bakery is have to understand the product perception and then, its will increase purchasing motivation and purchasing intension of bread by consumer.
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