The Moderating effect of Potato Chips' Attributes on Consumers' Choice Behavior
| Autor: | CHANG, CHIH-PING, 張志平 |
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| Rok vydání: | 2017 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 105 People eating snacks don't only pursue to be full but also pursue to be satisfied spiritually. Currently, the snacks market in Taiwan take approximately NT $ 14 billion, including potato chips, one of which is the most popular snacks among youngsters. However, there are merely related research to identify the effect of the products of potato chips on Taiwanese customers’ choice behavior. Therefore, this study, aiming at exploring the potato chips’ attributes, tasting, and perceived information overload, has an impact on the choice behavior of youngsters in Taiwan. In this study, consumers were investigated by tasting and questionnaires with regression analysis to verify the importance of product attributes, influencing on their choice behavior. The results are as follows. First, in the perceived information, when they cannot understand the information displayed on the product, the choice proportion of low-calorie products will be reduced. Second, in the product attribute, when consumers pay more attention to calorie, the proportion of their choice of low-calorie products will increase. At the same time, the higher price, the more complex label, the stronger taste, the prettier shape of the appearance will reduce the choice of low-calorie product ratio. Third, in tasting of the interference effect, if there are tasting tests, they will undermine the consumer's attention to the importance of product attributes and choice of behavior. Given that tasting played a significant role in affecting customers’ choice of behavior, the sensory evaluation was conducted in order to investigate the relationship between the degree of preference and the sensory characteristics of potato products. The results are as follows. First, consumers' acceptance of potato chips is between "no likes / dislikes" and "slightly like”. Second, consumers prefer the light yellow, aroma, flavor, aftertaste of seeweed and other characteristics of the potato chips products and less preferred aroma, flavor and taste of chili of the potato chip products. Third, through the collective analysis analysis, it was found that the high acceptor group was not affected by the taste, shape and other factors. The low acceptance group was influenced by the different shape of the product. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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