Title page for etd-0114108-170634


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URN etd-0114108-170634
Author Huei-chung Hsu
Author's Email Address No Public.
Statistics This thesis had been viewed 5560 times. Download 3606 times.
Department Business Management
Year 2007
Semester 1
Degree Master
Type of Document
Language English
Title Understanding Factors Influencing Consumers' Decisions to Consume Breakfast and Ready-to-Eat Cereals
Date of Defense 2007-06-02
Page Count 83
Keyword
  • breakfast
  • consumer behavior
  • motivation
  • breakfast cereal
  • Abstract The purpose of the study is to understand factors influencing consumers’ decisions to buy breakfast and RTE cereals. In accordance with the research motivation and objectives, questionnaire was designed and sent to parents rearing children under the age of 18 and young adults in college and graduate school. Conclusions drawn from the study includes the implications for management practice and recommendations made for the policy makers and managers of Kellogg Taiwan. The study investigates the determinants of breakfast-buying decision and turns out that health, mood, and sensory appeal are rated more important than price, weight control, and familiarity. Then the questionnaires are used to find out key factors that motivate consumers to adopt RTE cereal or to reject it as a breakfast alternative. The research results show that health and convenience aspects are emphasized by users, while taste and lack of variety are major causes of rejection. Furthermore, through the ANOVA test by SPSS software, respondents from Taipei area show more favor to RTE cereal than those from Middle and South of Taiwan. The research results also indicate that Kellogg has been successful in gaining publicity, whereas the publicity does not generate the same magnitude of favorability and desirability. Based on the research findings, the possible managerial implications were proposed to Kellogg including inventing new products that can be consumed in hot milk, placing more emphasis on public relations, converting low-involvement breakfast purchase into a high-involvement one, etc.
    Advisory Committee
  • Fu-yung Kuan - chair
  • Huei-mei Liang - co-chair
  • Tai-hwa Chow - advisor
  • Files
  • etd-0114108-170634.pdf
  • indicate access worldwide
    Date of Submission 2008-01-14

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