個食化冷凍調理食品之消費者行為研究

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Please use this identifier to cite or link to this item: http://140.128.103.80:8080/handle/310901/10853

Title:	個食化冷凍調理食品之消費者行為研究
Other Titles:	A Consumer Behavior Study on Personalizing of Freezing Prepared Food
Authors:	潘子寧 Pan, Tzu-Ning
Contributors:	陳景榮博士 Chen, Jing-Jung, Ph.D. 東海大學食品科學系
Keywords:	顧客滿意度;消費者行為;個食化冷凍調理食品;生活型態 consumer satisfaction;consumer behavior;Personal frozen prepared food;lifestyle
Date:	2011
Issue Date:	2011-10-12T06:45:00Z (UTC)
Abstract:	現今社會在生活水準、外食人口、就業婦女、單身貴族、雙薪及小家庭等數字均提升成長，而隨著生活的步調越來越快，根據文獻整理發現於1998年時消費者花在調理一餐的時間約1小時左右，而到了2008年則縮短為40分鐘，因此在準備餐食的部分，具有種類多元化並可快速調理完成的冷凍調理食品具有很大的發展潛力，2010年國內冷凍調理食品之市場銷售額為174.2億元。本研究之對象為個食化冷凍調理食品，其定義為針對個人單次可食用完畢之商品；個食化冷凍調理食品除了便利商店外，其他通路如大賣場、超市等通路均可購買到，因此於通路上具有很大的優勢，本研究透過資料蒐集、訪談與整理，了解個食化冷凍調理食品之通路店家數量、平均每日售出份數與平均售價，對個食化冷凍調理食品的市場進行推估，其年銷售額約為21.82億元。問卷設計分成四大項，分別為人口統計變數、消費者滿意度、生活型態與購買行為，並假設消費者購買行為與人口統計變數、消費者滿意度、生活型態無關；經由問卷資料的分析，將購買個食化冷凍調理食品之消費者生活型態分為「注重生活品質者」、「生活忙碌族」與「頂客族傾向者」三種類型，在顧客滿意度部分則分為「商品特性」、「商品品質」、「商品份量」三部分，而分析後之結果得知三種生活型態類型之消費者，在購買行為與顧客滿意度上均有所差異，在購買動機的部分顯示產品的方便性已得到消費者的認同，但在品質的部分消費者卻普遍感到較不滿意，因此建議廠商針對產品復熱後的品質，能夠有所加強，以提升消費者的續購率。 In this fast food lifestyle society- living standard, fast food junkie, unmarried people, married woman who work full-time, little size family are growth every year. Based on the literature review, this study found that people who need an hour to prepare a meal in 1998; however it only needs 40 minutes in 2008. It is easy to cook on frozen prepared food due to several good characteristics in this food. Therefore the market of frozen prepared food was increasing to 17.4 billion NT in 2009. This research focused on personal frozen prepared food, which was defined the product which producer design for single person as a meal, as the primer goal to survey. In hypermarket and supermarket are both easily to buy personal frozen prepared food, except in convenience store. It also counts as superiority marketing. This year, the study calculated that the frozen prepared food market scale would up to 2.182 billion based on interview selling place and questionnaire data. The research method was questionnaire approach. It had four main parts- demographics varieties, consumer satisfaction, consumer lifestyle and consumer behavior. After data validation, consumer satisfaction can condense to three factors, such as product characteristic, product quality and product capacity. Consumer lifestyle can condense to three factors, such as attention style, life quality style, busy life style and pleasure-in-time style. The three main lifestyle and consumer satisfaction factors would affect consume behavior. The convenience factor of personal frozen prepared food was identified with consumer, however was not identified with consumer in product quality. Finally, producers would be suggested that re-heating quality of frozen prepared food should be emphasized; it would increase the re-buying rate.
Appears in Collections:	[食品科學系所] 碩士論文

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