Breakfast Cereal

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國立中山大學企業管理學系碩士班
碩士論文

Understanding Factors Influencing Consumers' Decisions to
Consume Breakfast and Ready-to-Eat Cereals

研究生:徐慧中撰
指導教授:周泰華

中華民國 九十六年 六月

Acknowledgements
I wish to thank the many people who have made significant contributions to this research. I wish to acknowledge the excellence help and advice provided by Lin Lin Ku, the Senior Product Manager of Kellogg Asia Marketing Incorporation, Taiwan Branch. It was my honor to be able to interview Lin Lin Ku, and to obtain a clear picture of Taiwanese breakfast cereal industry. Besides, she also arranged for me the distribut ion of quest ionnaires through a marketing company. The views and opinio ns expressed here do not, however, represent Kellogg’s official po licies or practices, but are mine alo ne.

For research assistance, I am great ly indebted to Professor Tai Hwa Chou. I have carried out Professor Chou’s instructions; therefore, I should attribute the research results to Professor Chou’s guidance. Professor Chou has been open to any kind o f market ing research, allowing me to look into my own interested subject. In addit ion, Professor Chou has always been very concerned about the research progress, and has provided assistance whenever I felt confused.

Finally, I wish to thank my family and friends for being supportive. For their valuable encouragements, suggestions and improvements, I am grateful to my mother Grace, my father WT, my sisters Helen and Sabrina, and my reviewer Julie. For creative inspirat ion and co mpany, I wish to express my appreciat ion to my dearest friends, especially to Arvin, Hua, Jay, Lana, and Paul.

Abstract
The purpose of the study is to understand factors influencing consumers’ decisio ns to buy breakfast and RTE cereals. In accordance wit h the research mot ivat ion and object ives, quest ionnaire was designed and sent to parents rearing children under the age of 18 and young adults in college and graduate school. Conclusio ns drawn from the study includes the implicat ions for management practice and recommendat ions made for the policy makers and managers of Kellogg Taiwan. The study invest igates the determinants of breakfast-buying decisio n and turns out that healt h, mood, and sensory appeal are rated more important than price, weight control, and familiarit y. Then the questionnaires are used to find out key factors that mot ivate consumers to adopt RTE cereal or to reject it as a breakfast alternat ive. The research results show that health and convenience aspects are emphasized by users, while taste and lack of variet y are major causes of reject ion. Furthermore, through the ANOVA test by SPSS software, respondents from Taipei area show more favor to RTE cereal than those fro m Middle and South of Taiwan. The research results also indicate that Kellogg has been successful in gaining publicit y, whereas the publicit y does not generate the same magnitude of favorabilit y and desirabilit y. Based on the research findings, the possible managerial implications were proposed to Kellogg including invent ing new products that can be consumed in hot milk, placing more emphasis on public relat ions, converting low-involvement breakfast purchase into a high-invo lvement one, etc.

Table of Content
Chapter One Introduction ....................................................................................... 1 Section 1 Research Topic ....................................................................................1 Section 2 Research Background..........................................................................1 Section 3 Research Motive .................................................................................2 Section 4 Research Purpose ................................................................................3 Section 5 Research Process................................................................................. 3 Chapter Two Literature Review...
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