本研究計劃之主要目的在探討消費者對純果汁之消費行為。探討之項目包括純果汁 消費頻率，消費者選購純果汁之考量因素，與純果汁、綜合果汁喜好類別的趨勢。 由調查結果發現：純果汁中以純柳橙汁最受歡迎；添加於綜合純果汁中的果汁種類則以 檸檬汁的排名最高。消費者喜好的純果汁類別與綜合純果汁類別有很高的一致性，因此消費 者在購買純果汁時考慮的因素，以價格及是否容易買到兩因素最為重要；而國內大廠品牌又 優於國外品牌。 The purposes of this study were to investigate the consumer behaviors of pure juices. The items studied included the frequency of consumption, factors of decision to purchase juices and the preference trend for juices and juice blends. Results showed that the orange juice was the most popular fruit juice. The consumer preference for juices and juice blends were highly consistent. The most important factors for consumer to make purchase decision were the price and the availability of juices. Domestic well-known brands were also preferred to imported brands.
