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題名 | 家庭取代餐「即煮菜餚」消費行為之研究=A Study of Consumer Behavior Toward Home Meal Replacement (Ready to Cook) |
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作者 | 徐韻淑; | 書刊名 | 中華家政學刊 |
卷期 | 38 民94.12 |
頁次 | 頁17-31 |
分類號 | 496.34 |
關鍵詞 | 家庭取代餐; 即煮菜餚; 消費行為; Home meal replacement; Ready to cook; Consumer behavior; |
語文 | 中文(Chinese) |
中文摘要 | 本研究探討角庭取代餐的即者菜餙消費者人口統計變數與消費現況之相關性。採問卷調查法,以立意取樣在大臺北地區抽樣1000份、有效樣本663份。 研究結果顯示:一般家庭膳食製備者之可用閒暇時間以1-2小時居多,半數以上的膳食製備皷晚餐平均烹調時間介於20-40分鐘。消費者多於晚餐時食用,超過70%之消費者至超級市場及大型批發商市場購買,一個月內以食用1-4次且平均購買金額不超過500元居多,最常購買品項為冷陳調理食品及火鍋餃類冷凍食品。 消費者購買家庭代餐時最重視衛生健康其次為產品、便利及行銷。 消費者對於電視媒體等廣告仍屬於低關注資訊,購買即煮菜希通常以在貨架上看,臨時起意購買為主,因此加強文宣,配合賣場促銷活動,並加強營養健康的訊息,改變消費者決策行為。 |
英文摘要 | This study focuses on understanding the consumer behavior and different variables of population statistics on Home Meal Replacement (Ready to Cook) consumers. Questionnaires are used to collect data from a random sample of 1,000 consumers in the Taipei area. A total of 663 samples are obtained. These are the findings: the free time for one to prepare the meal is around 1-2 hours. The preparing and cooking time is about 20-40 minutes. HMR is mainly used for dinner; over 70% of consumers purchase HMR at supermarket or wholesale supermarket. Consumers usually purchase on to 4 times per month and total value is less than 500 NT dollars. Frozen dumplings for hot pot and frozen meal ar most popular in this category. While purchasing Home Meal Replacement, consumer concern about sanitation and health than products, promotion and convenience. Actual products and POP are the main factors affecting the consumer’s behavior. The advertisements on TV and other media are unable to affect a consumer’s purchase. Promotion should be held at the market place. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。