糕餅業消費者行為與行銷策略之研究-豐興餅舖案例

The Study on The Consumer Behavior and Marketing Strategy of The Cakes and Pastries Industry- The Case of Feng Shing Food

黃小緣(Hsiao-Yuan Huang)

指導教授 ： 段兆麟

國立屏東科技大學/管理學院/農企業管理系所/碩士(2010年)

https://doi.org/10.6346/NPUST.2010.00137

摘要

本研究以豐興餅舖為案例來探討糕餅業消費者行為與行銷策略之研究，探討其消費者行為對行銷策略的看法態度。本研究採問卷調查方式進行，抽樣方式採非機率抽樣中之「便利抽樣法」，問卷方式採直接與前往豐興餅舖購買糕餅之消費者進行問卷訪談並達到資料蒐集。調查期間為2010年5月19日至2010年6月2日進行問卷發放。本研究予以實施各門市之問卷發放配置，實際發放問卷650份，整體回收率為81.54%，有效問卷共有424份，有效問卷率佔回收問卷比率為80.00%。
　　本研究之問卷回收後並將資料予以編碼登錄，最後以SPSS 14.0進行資料統計與分析，依據研究目的與研究假設，進行敘述性統計分析、信度與效度分析、獨立樣本t檢定、單因子變異數分析、Pearson相關分析，來驗證研究假設。
　　研究結果得知：前往豐興餅舖消費之消費者主要集中在女性、已婚者、21～40歲、大學程度、從事服務業、收入25,000元以下。「職業」對消費者行為展現出顯著差異結果，次構面以「職業」對「購後行為」與「個人平均月收入」對「購後行為」皆具有顯著性差異。「年齡」對業者所採取之行銷策略展現出顯著差異結果，其中「61歲以上」之消費者較「31-40歲」消費者更重視業者所運用的行銷策略，次構面以「教育程度」對業者所採取之行銷策略展現出顯著差異結果。在消費者行為中之「購後行為」會對產品行銷策略（產品、價格及促銷活動）有顯著正相關影響，顯示消費者行為中以購後行為對行銷策略有較高關係。最後，根據本研究結果提出建議，提供給豐興餅舖及糕餅業者相關的行銷策略參考。

關鍵字

糕餅業 ； 消費者行為 ； 行銷策略

並列摘要

This study takes Feng Shing Cake shop as to discuss research of the cakes and pastries industry consumer behavior and the marketing strategy as the case, to discusses the view manner of selling stradegy of its consumer behavior. This research picks the questionnaire survey way to carry on, the sampling way picks in non-probability sampling it “the convenient sampling method”, the questionnaire way picks with consumer who goes directly to Feng Shing Cake Shop purchase cakes and pastries to carry on the questionnaire interview and to achieve the material collection. Investigation period is from May 19th, 2010 to June 2, 2010 carries on the questionnaire provide. This research implements questionnaire of provide disposition various retail sales, provides questionnaire 650 actually, the overall returns-ratio is 81.54%, the effective questionnaire altogether has 424 cases, the effective questionnaire rate accounts for the recycling questionnaire ratio is 80.00%.
　　Questionnaire of recycling, and codes the capital after this research ascends , finally 14.0 enters the material statistics and the analysis by SPSS
（Statistical Package for the Social Science）, the basis research goal and the research supposition, carries on the narrative statistical analysis, the letter with the validity analysis, the independent sample t examination, the single factor changes the analysis, the Pearson correlation analysis, confirms the research supposition.
　　The findings knew:Consumer Goes to Feng Shing Cake Shop expense mainly to concentrate, in feminine, married person, 21~40 years old, the collegiate grade, is engaged in service industry, to receive below NT.$25,000 dollars per month. “the occupation” unfolds the remarkable difference result to the consumer behavior, the construction surface right “buy and take “the occupation” next as” and “individual average month income” right “buys next is” all has the significance difference. “the age” adopts the marketing strategy to the entrepreneur to unfold the remarkable difference result, “above 61 years old” the consumer compares “31-40 years old” the consumer to take the marketing strategy which the entrepreneur utilizes, the construction surface adopts the marketing strategy by “the education level” to the entrepreneur to unfold the remarkable difference result. It “will buy in the consumer behavior next is” to the product marketing strategy (product, price and promotion) has is remarkable is being related the influence, will demonstrate in the consumer behavior take to buy next as to sells the strategy to have relates high. Finally, puts forward the proposal according to this findings, provides for Feng Shing Cake Shop and the cakes and pastries entrepreneur's related marketing strategy reference.

並列關鍵字

Cakes and Pastries Industry ； Consumer Behavior ； Marketing Strategy

參考文獻

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劉俊男，2007，台灣糕餅業之中秋月餅禮盒包裝設計研究，碩士論文，國立台中技術學院商業設計研究所。