| Summary: | 碩士 === 元智大學 === 管理碩士在職專班 === 103 === Due to the changes of lifestyle, consumers tend to shop in hypermarkets, retailers, supermarkets, and even shop online rather than traditional markets. Therefore, nowadays people expect a better and efficient way of having not only fresh but also nutritious diets. By the development of technology, the food freshness preservation technology and Cold Chain Logistics has advanced. The needs for frozen food have grown significantly. Accordingly, this paper will mainly focus on the influence of consumer attributes for choosing frozen food as well as the difference between purchasing frozen food in entity stores and online shops.
This study is based on the survey conducted through online questionnaire. By statistics, we get the following results.
1.Demographics varieties (such as genders, ages, family and living status, incomes) cause significant differences on consumer buying motives.
2.Demographics varieties (such as genders, ages, occupations, family and living status, education, income) cause significant difference on consumer buying behaviors.
3.In this paper, lifestyle is separated into six aspects, including new trends, quality and safety, price importance, brand and promotion, convenience, and carefulness of consumption. The result shows that different lifestyles can influence the motives and behaviors of consumers.
4.This study shows that consumers tend to buy frozen food in entity stores.
5.Consumer purchase consideration is related to buying channels.
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