影响消费者食物费行为的因素.docVIP

影响消费者食物消费行为的因素 　　 　　摘要:采访和观察是两个有效并高效的两种消费者行为研究方法。采访趋向于从消费者身上挖掘更深层的信息。观察则更趋向于提供第一手资料显示人们日常生活中的做法。实际上,为了得出影响食物消费因素,观察方法提供了更准确的最有效的数据,它将提供最直接的去除其它影响的信息。本文将运用两种方法研究影响消费者事务消费行为的因素。 下载论文网 /3/ 　　关键词:食物消费行为 品牌和质量 采访 观察 　　 　　■Section A 　　1. Interview 　　Brand and Quality 　　It is necessary to note that quality can be divided into intrinsic and extrinsic cues (Grunert, et, al., 1996). According to Grunert’s study (2002), brands are extrinsic cue of quality since they recall consumer’s memory of precious experience of the specific product. Participant A said during the interview “Brand is important…I do think DOVE is a good chocolate brand…it stands for good quality”. The total food quality model illustrates process for making decision on food, consumers should make the formulation of quality expectation; after purchase, and the quality experience will be produced from the product (Grunert, et, al., 2002). Oliver (1993) stated once the quality expectation is achieved by the quality experienced, consumer tends to continually purchase the product. It is also can be seen from participant B“I really like kit-cat. I never buy any other chocolate brands. Because I think brands mean the high quality…I often buy it not only here, but in China as well. In my mind, I think it is really tasty and remember it”. 　　Convenience 　　The changing lifestyles contribute to the increase demand of convenient food. For example, Regaert, et ,al.(2004) pointed out the motivation for minimally-processed vegetables and packed fruit consumption are some kind of convenience and fast preparation. Convenience-related quality involves “time and effort spent on purchasing, storing ect” (Buckley, et, al., 2007: 600). According to Buckley’s (2007) study, it is important to note that convenient foods are perceived as the factor of timesaving perspective; in addition, most of the people are feeling higher level of time pressure and stress. As part of this reason, consumers tend to show declining cooking skil