| Summary: | 碩士 === 大同大學 === 工程管理碩士在職專班 === 106 === The eye is the window of the soul, but how to protect our important organ is very important. At present, there are some lutein-related products on the market. Consumers can make eye comfort, fundus macular density and dry eyes improve significantly when they choose to buy lutein and use it for a long time to protect the eyes.
In this study, EKB (Engel-Kollat-Blackwell) consumer purchase decision model was used as the main research framework. The process of purchasing and selecting health food in science and technology industry was divided into purchase intelligence, lutein characteristics, information search, selection evaluation, purchase selection and so on. In this paper, the influence of demographics and life style on purchasing choice is discussed, and then the behavior of lutine purchase by scientific and technological workers is discussed. The research method is mainly a questionnaire survey on the science and technology industry population in the Greater Taipei region. This study used a purposeful sampling method and recovered 221 questionnaires. After statistical analysis of the questionnaire data, the following findings were obtained:
1.According to the statistical analysis, the interviewees undefined background was mainly male, the age range was 31- 40 years old, the marriage was married, the education level was university or college, the work department was mainly manufacturing / quality control, the income was above NT$50,001.
2.In terms of consumer purchasing decisions in demographic variables, there was no significant difference in purchasing intelligence, lutein characteristics, information search, selection evaluation and purchase selection.
3.The six variables cognition of life style, high score group in consumer behavior theory were higher than those in the low group, such as purchase intelligence, lutein characteristics, information search, manufacturer's word of mouth, personnel recommendation and purchase choice.
Advices for the case companies：
1.It’s not necessary to strengthen marketing for people working in technological industry or science parks.
2.The potential lutein consumers usually are people who like to fix or assemble products by themselves and people who stare at computer screen for a long time. Moreover, the potential consumers also include people, who are sensitive to price changes, or people who are keen to visit same shop to buy certain products.
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