| Summary: | 碩士 === 輔仁大學 === 餐旅管理學系碩士在職專班 === 105 === The goal of this study is to investigate the level of satisfaction consumers have with frozen beef soup. In the process of using frozen beef noodles, the similarities and differences between the level of satisfaction and importance of consumers with different backgrounds and importance-performance of satisfaction of consumers with frozen beef noodles will be studied. Consumers were studied using the questionnaire method and there were 411 valid samples. Descriptive statistics including the mean, standard deviation, T-test, one-way ANOVA, Pearson product-moment correlation analysis, and importance-performance analysis were used to conduct statistical analysis. The results of the study showed that under current conditions, the time of day when the highest
percentage of consumers eat corresponds to dinnertime and purchasing information most often came from friends. The results also showed that the amount spent on a purchase was usually less than 1000 NT$, purchases were made more than once every three months, the reason for purchasing was due to being busy and having trust for a brand, and Australian beef and wide noodles were preferred. The average consumer satisfaction level towards frozen beef soup was 3.99 and the average significance value was 4.12.The most significance difference between consumers from different backgrounds was that between consumers with a monthly income above 60000 NT$ and other consumers. The difference in significance was seen in those from 31-40 years old and with a monthly income over 60000NT$ as the consumer satisfaction level for those was higher than it was for other consumers. A large correlation was found to exist
between satisfaction with frozen beef soup and significance. In terms of the importance performance analysis of frozen beef soup, items which should be maintained included the ability to be stored for a longer period of time, hygiene and safety, ease of heating, trust of the brand, purchasing of familiar flavors, the effect of price fluctuations on purchasing strategies, product displays, origin of ingredients, maintaining of freshness even after heating, cooking for the family, and having a variety of flavors. An item
whose improvement should be prioritized is the product having a value greater than its price. Secondary items which should be improved include giving a sense of satisfaction or accomplishment, ease of purchase, commercial information about beef soup products, ingredients produced organically, hardness in the frozen state, color, smell, and taste of frozen beef soup, texture of the contents, high nutritional value, appropriate serving size, and having different ways of eating. Items for which not many resources need to be devoted to include collecting information about discounts and having complete packaging.
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