不同消費族群對麵包品牌及陳列方式認知差異之研究

Cognitive Difference among Consumption Groups on Bread Brand and Exhibition Patterns

高誌聰(Chih-Tsung Kao)

指導教授 ： 林師模

中原大學/商學院/國際貿易研究所/碩士(2011年)

https://doi.org/10.6840/cycu201100879

摘要

台灣消費者的飲食習慣在近十年來已有所改變，對麵包的需求逐漸增加。一般消費者對麵包的消費行為相當程度取決於其對麵包品牌與銷售時陳列方式的認知，惟不同消費族群的認知可能有所差異，因此從區隔市場的角度，了解哪些類型的消費族群間有顯著認知差異，將有助於麵包業者擬訂不同的行銷或銷售策略。本研究的目的為針對實際到有販售統一麵包之超市購買麵包的顧客，探討不同的消費族群在購買統一麵包產品時，對於品牌、陳列、購買意願與忠誠度等在認知上的差異。
本研究採用探索式分析方法，先應用因素分析中之主成份法，來進行因素縮減以達到研究品牌、陳列、購買意願與忠誠度四個研究標的之主要影響成份，接著，再以多變量變異數分析 (MANOVA) 來檢定不同消費族群對品牌、陳列、購買意願與忠誠度等認知的差異。經由研究結果發現：
1.不同族群中的性別、教育程度與職業，在品牌認知上有顯著的差異。
2.不同族群中的職業與購買頻率，在陳列認知上有顯著的差異。
3.不同族群中的購買頻率，在購買意願上有顯著的差異。
4.不同族群中的性別、教育程度與購買頻率，在忠誠度上有顯著的差異。

關鍵字

忠誠度 ； 購買意願 ； 陳列方式 ； 品牌

並列摘要

The eating and drinking habit of Taiwanese people has changed over the past decade or so. Bread has gradually become a popular choice for breakfast. While brand name and exhibition pattern are considered to be the main factors influencing consumers’ actual purchasing behavior for bread, cognitive differences among different consumption groups might still exist, which should have major implication for bread manufacturing company with respect to the formulation of its market strategies.
The purpose of this study is to explore whether cognitive differences exist among different consumption groups regarding brand and exhibition pattern of bread in Taiwan. Factor analysis is used first to extract the factors for brand and exhibition pattern from the survey conducted in several supermarkets in Taiwan. We then apply the MANOVA to test the significance of difference among different consumption groups. Our results indicate that
1.Gender, schooling and occupation are factors that have significant cognitive difference with respect to brand.
2.Occupation and purchasing frequency are the two factors that have significant difference with respect to exhibition pattern.
3.Consumers with different purchasing frequency have differential purchase intention.
4.Consumers with different gender, schooling and purchasing frequency have differential brand loyalty.

並列關鍵字

Brand loyalty ； Purchase intention ； Exhibition paattem ； Brand

參考文獻

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