消費者對營養補充劑飲品之購買行為分析

An analysis of Consumers’ Purchasing Behavior for Liquid Nutritional Supplements

10.6342/NTU.2015.00586

王鐘毅

銀髮族 ； 營養補充飲品 ； 願付價格 ； 社經背景 ； elderly people ； nutritional supplement drinks ； price acceptance ； socioeconomic background

國立臺灣大學農業經濟學系學位論文

2015年

碩士

陳郁蕙

繁體中文

銀髮族食品的設計應兼具易食、營養與保健的訴求，將營養成分添在飲品中具有易吞嚥，容易消化吸收等優點，是將來開發銀髮族食品的趨勢之一。本研究以問卷方法探討購買營養補充品者的社經背景、對營養補充劑之認知情況、購買意願與行為、以及對營養補充飲品之接受度等。調查結果發現有服用營養補充劑習慣的受訪者以男性、46-55歲、已婚、家庭月收入9萬至12萬居多，教育程度以大學(專)以上為主，近五成自認健康狀況尚可，但每周運動≧1次，各種職業的受訪者有服用習慣的人數都在7成以上，其中以家庭主婦為100%。在服用營養補充劑的行為方面，受訪者主要的選擇偏好為: 服用考量是保持健康、較常服用維他命B群、服用頻率為一天1-2次、服用形式以錠劑為主、平均1年購買一次、每月之平均花費為1,501-2,000元。對營養補充飲品之接受度調查，受訪者多數認同營養補充劑添加在飲品中較方便服用，但多半不瞭解市面上的營養補充飲品，也僅有4的受訪者有食用經驗，有超過五成的受訪者未來願意購買營養補充飲品，希望能從中補充維他命，對於曾經購買過營養補充飲品的受訪者而言，習慣在超市/量販店與藥妝店購買營養補充品，願付價格為41-60元。因此對於營養補充飲品的開發應針對消費者的社經背景，應設計不同的行銷策略，提高消費者的接受度。

Food for the elderly should be easy to eat and provide the nutrition they need. Adding nutrients to drinks is advantageous because this is easy to swallow, digest, and absorb. Liquid nutritional food is the developmental trend of food consumed for the elderly. In this study, questionnaires were used to gather information on the socioeconomic background of buyers of nutritional supplements, their understanding of nutritional supplements, their purchase intention and behavior, and their acceptance of nutritional supplement drinks. The survey reveals that the majority of respondents who habitually take nutritional supplements are male, 46-55 years old, married, have a family monthly income of 90,000-120,000 NT dollars, and their education level is generally at the university (college) level of education. Furthermore, almost half the number of respondents considers themselves to be in good health. Respondents who participate in sports activities at least once a week and habitually take nutritional supplements constituted 70% of the sample, and all of these were housewives. Regarding the taking of nutritional supplements, respondents largely prefer the vitamin B group, 1-2 times a day, in the form of lozenges. They generally buy these once a year on average and pay, on average, 1,501-2,000 NT dollars per month. From the survey on nutritional supplement drinks acceptance, a majority of the respondents agree that nutritional supplements added to drinks are relatively easy to ingest, but they do not have a deep understanding of the nutritional supplement drinks available on the market. Additionally, only 40% of the respondents have taken the supplements, and over half the number of respondents are willing to buy nutritional supplements drinks in the future. Respondents who bought nutritional supplements before have the habit of buying such products from the supermarket, discount stores, and drug stores, and are willing to pay 41-60 NT dollars. In conclusion, nutritional supplement drinks for consumers should be developed taking into consideration the socioeconomic backgrounds of different types of consumers, and different marketing strategies should be employed to improve consumer acceptance.

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