AStudy of ConfectionˊsSituationalConsumption Behavior

• Main Authors: YU ya-ting, 余雅婷
• Other Authors: Pei- Chi Chen
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/x767gg

碩士 === 東海大學 === 食品科學系 === 103 === Confectionery have rich color and taste, but with the technology and processing growing up, changes in society, as well as changes in consumer consumption value. Non-specific Confectionery is not favored to consumer, when consumers buy goods in addition to considering the actual value of the product itself,more willing to buy the cultural value of the product itself or the experience included. Confectionery has been a low involvement of impression, in order to improve its value by packaging or activities designed to increase their added value, increased consumer willingness to buy such candy in this study is defined as a “situation-type confectionery”. In this study, consumers want to explore the situation confectionery why consumer willingness to pay. 1.The consumer main group 15 to 30 years old (85.59%),female slightly higher than men, career in senior high school and college student-centered,available monthly expenditure of 3,000 to 15,000 NTD (68.05%).The main pathway for the candy store to buy (33.53%), convenience stores (28.17 percent), discount stores (22.06%),the average consumption amount of 264.75 NTD, The confectionery items most commonly purchased chocolate, usually make a purchase at a special occasion or event,but also because of the whim of the moment or situational influences, triggering consumption. 2.Situational confectionery willingness to buy consumer goods information received from sources,the higher the degree of product awareness, increase consumer willingness to pay and would be more active to find the product information. 3.Situational confectionery is fun and novelty to consumers, and special purpose also make a purchase. In buy confectionery selection process, because curiosity interest also give consumers a pleasure.