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.

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ABSTRACT Paper name¡GThe Relations between Consumer Socialization and Consumer Behavior in Grade 5-6 Students of Primary School The school¡]courtyard¡^the group leaves¡GNational Sun Yat-sen University, Institute of China and Asia -Pacific Studies Student¡GChien Hung-hsu Instructs professor¡GDr. Weng Jai-hsi In earlier days, Taiwan was an agricultural society and economic conditions of general families were rather poor. It was after the take-off of Taiwan economy that it brought progress and prosperity to Taiwan society and upgrading of living standard to families. These of course resulted in increase of consumption capacity as well as drop in age of consumers and increase of frequency of consumption behavior. Studying the consumption behavior of children can help the understanding of development of adults¡¦ mode of consumption behavior. In this research, we adopted Questionnaire Survey and targeted at senior students of elementary school. The survey recovered 1,140 valid responses. The purpose of this research is in studying the effect of consumption behavior of senior students of elementary school with different background variables and consumption socialization. In this research, we divided consumption behaviors into Material Enjoyment, Calculated, Pulsating, Conspicuous types. Independent sample T test, ANOVA, Pearson Product / Difference Correlation and certain other statistical analysis method were employed to test the assumptions of the research. Findings of the analysis of the results of research are: a. There is significant difference in parental influence over the socialization of consumption of senior students of elementary school with different background variables, b. There is significant difference in peer influence over the socialization of consumption of senior students of elementary school with different background variables, c. There is significant difference in TV commercial influence over the socialization of consumption of senior students of elementary school with different background variables, d. There is significant difference among students of elementary school with different background variables and e. There is significant correlation between socialization of consumption and consumption behavior of senior students of elementary school. Finally, based on the result of the research, we present suggestions for reference of parents, schools and future researchers. Key words: Consumer Behavior, Consumer Socialization, Students of Primary School.

This research study is focusing on the mid-high priced bikers to understand the process of bicyclers¡¦ purchasing behaviors and decision making. By studying bicyclers¡¦ purchasing behaviors, this research study will provide bikers¡¦ upgrading behavior patterns to bicycle manufacturers. This research study is using half structural formula to interview bikers who have mid-high priced bicycles. Based on process of data analysis in the grounded theory, this research study is using open coding, axial coding, and selecting coding methods to organize the response from participants. After using these three procedures, this research study receives five factors which can be used to form their interconnections. Lastly, this research study builds the upgrade model.

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Dissertation (MBus) -- AUT University, 2008. / Includes bibliographical references. Also held in print ([ix], 74 leaves : ill. ; 30 cm.) in City Campus Theses Collection (T 658.872 DHA)

Dissertation Ludwig Maximilians Universität München, 2009.

Thesis (Ph. D.)--University of Texas at Austin, 2001. / Vita. Includes bibliographical references (leaves 160-169). Available also in a digital version from Dissertation Abstracts.

Diss.-- Ludwig Maximilians Universität München, 2009. / Includes bibliographical references.

Thesis (M.S.)--University of Delaware, 2009. / Principal faculty advisor: Srikanth Beldona, Dept. of Hotel, Restaurant, & Institutional Management . Includes bibliographical references.