Research on the Correlation of Bread Consumption Behavior

• Main Authors: WANG, YOU-LING, 王宥翎
• Other Authors: LEE, MIN-HSIEN
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/xhv5t8

碩士 === 元培醫事科技大學 === 企業管理系碩士班 === 106 === In recent years, the baking industry is flourishing; the production methods evolve from the traditional bakery hand-making method to the mass production of the central factory machine. Recently many industry advertised the use of fresh ingredients、feel baked and so on, and these marketing tactics just to attract consumer spending to maintain the store business, but the discussion of market trends is not deep enough. As a result this research is purposed how to grasp the trend of market consumption so that the baking shops to achieve sustainable development. The purpose of this study is to explore the relevance of repurchase intention of bread consumers with different dietary lifestyles. Taking the office workers in the Science and Technology Park as the research object to collect the convenience sample survey method, 400 valid samples were collected. To explore the relationship between consumer life style, consumer motivation, perceived quality and repurchase intention, SPSS statistical software reliability analysis, descriptive statistics, frequency distribution, cross-analysis, t-test, single factor variation Analysis (ANOVA), and related analysis, and other statistical methods. The results showed that the source of bakery's information are from the most relatives and friends introduced, the average amount of 51-100 NT dollars consumption, followed by favorite Taiwanese bread, Continental bread. Consumers demographic variables in different backgrounds of the consumer diet life style have significant differences, in addition the impact of the bread repurchase intention intermediary variables is perceived quality and consumer motivation; When the consumers' recognition of the perceived quality of bread is high, the consumption amount and the consumption frequency also increase, thus affecting their willingness to repurchase. Finally, this study based on the findings which provide recommendations to the relevant industry expectations as a reference for the development of marketing strategies.