A Study on the Cognition and Purchasing Behavior of Microwave Food Products at Convenience Stores Among Older People in Taichung City

• Main Authors: LIU, XIANG-KAI, 劉祥凱
• Other Authors: LING, CHING-SHOW
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/j6j5bg

碩士 === 南開科技大學 === 福祉科技與服務管理所 === 107 === Taiwan's convenience stores are everywhere, providing a good living mechanism for community residents. The main meals of Taiwanese people are cooked foods. The convenience stores have kind of microwave foods, providing fast cooked food services, especially for the elderly. The purpose of this study is to explore the factors of the microwave food cognition and purchase considerations via two leading convenience store leaders (Seven-Eleven and FamilyMart).Design the questionnaire by quantitative research methods. The questionnaires are based on the people aged 65 and over in Taichung City. 300 samples were collected.Availabie Samples are 285. The results showed that the majority of the elderly spent 1 day (66.3%) to spend 101-150 NT$(33.7%). Most of the elderly people agreed to diversify the microwave food variety, but not recognized that microwave food is cheap; as far as the factors affecting the purchase behavior are concerned, the traffic distance and convenience are the biggest considerations, followed by food taste and price. In addition, convenience stores for senior citizens are the best purchasing channel for microwave food information sources which unaffected by other external sources. Since convenience stores are the best and most convenient neighbors for the elderly, operator can consider the dietary needs of the elderly and provide diversified and affordable products. In addition to creating considerable business opportunities, the elderly can also enjoy the accessible service. Keywords: Convenience store, Product cognition, Dietary needs