An analysis of Consumers’ Purchasing Behavior for Liquid Nutritional Supplements
Date Issued
2015
Date
2015
Author(s)
Wang, Chung-Yi
Abstract
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.
Subjects
elderly people
nutritional supplement drinks
price acceptance
socioeconomic background
Type
thesis
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