1. The sampling method ignores end users of the product.
Participants of the questionnaire are parents and young adults. The data collection completely ignores children, who are the direct users of the product, due to the concern is that children are too young to become valid respondents.
Recently, children’s advertising has been viewed either as an offense to the adult purchaser or a waste of money and time because children had little to spend and presumably little influence over the purchase decision of their parents (Cross, 2002).
In the matter of advertising, however, there is generally no age limit. In Cross’ study, the focus is on the child as a potential free agent in the market, not on the moral or
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social priority of the parent-child relationship. Cross pointed that some salient changes included the producing of new sugared breakfast cereals and candy and the more aggressive marketing of toys based on cartoon and film characters.
Even if a child’s ability to be a free agent is gaining more and more acceptance, it is not cost-effective to administer questionnaire on children due to their uncertain reading and writing capabilities. Hence, the present study still focuses only on decision makers, i.e. parents who are responsible for buying breakfast for their children or the whole family.
2. The translation of FCQ could mislead the results
A major part of the questionnaire is derived from the FCQ, which is originally in English. To facilitate the collection of data, the questionnaire is translated into Chinese by the researcher, implying a doubt whether the translation is completely precise or not, because there could be some intrinsic differences between Chinese and English syntax that are unavoidable in translating one to the other. The occurrence of vague translation could lead to respondents’ misunderstandings about the questions, and thus affecting reference value of the outcomes.
Further research recommendations
1. In addition motivational dimension, attitudinal dimension is also influential in determining purchasing behavior.
The present study is mainly aimed at understanding the motivational factors governing purchase behavior. Another important dimension that has great impacts on consumer purchase behavior concerns attitudinal factors, which are disregarded in this survey. In fact, attitudes can be as much related to buying decision as motivation. The examination of attitudes, however, seems to be more complicated than that of motivation, for attitudes deal with a person’s subconscious and abstract thinking influenced by life-time learning and experiencing. Nonetheless, for marketers, the study of attitudes is valuable in understanding consumers’ needs and adopting effective strategies. Therefore, there is also a need to investigate consumer attitudes toward RTE cereal to grasp these accurate predictors of actual buying behavior.
2. Kellogg needs to know if consumers are interested in some of its products that are only sold in the United States or Europe.
Through a thorough understanding of consumer behavior, Kellogg can consider importing some of its other brands in the Taiwanese market. This not only could solve the problem of lack of variety, but also consumers may find new products fresh and appealing when witnessing Kellogg has hardly imported any new product for years.
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東方線上(=iSURVEY, 2005)E-ICP東方消費者行銷資料庫www.isurvey.com.tw
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Appendix: Questionnaire
國立中山大學 ● 企業管理學系
《學術研究問卷》
親愛的家長：您好！
首先感謝您協助填寫本份問卷。我們正在進行一項台灣民眾穀物早餐購買行 為的調查研究。本問卷填答的時間約需10分鐘，敬請您的支持與協助。本研究立 場超然，純屬學術探討，採取匿名方式，請您放心填答。您的寶貴意見對本研究 的有莫大的幫助。再次謝謝您的協助與鼓勵，敬祝
健康愉快、事業順利
中山大學企業管理研究所 指導教授：周泰華 研究生：徐慧中 敬啟
【第一部分】早餐習慣
下列每一個題目從「非常不重要」到「非常重要」有五種選擇，數字越大越重要，
請根據您個人的想法，在 1-5 適當的數字上打「○」。
◎當我替自己（和孩子）準備「早餐」時，早餐食物必須要……
非
常 非 不 不 沒 常 重 重 意 重 重 要 要 見 要 要
包含豐富的營養素 1 2 3 4 5
能夠讓人保持清醒 1 2 3 4 5
能夠讓人覺得愉快 1 2 3 4 5
可以很容易就準備好 1 2 3 4 5
人員訪問問卷
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非
常 非 不 不 沒 常 重 重 意 重 重 要 要 見 要 要
不含人工成份 1 2 3 4 5
低熱量 1 2 3 4 5
很好吃 1 2 3 4 5
很便宜 1 2 3 4 5
是我常常吃的 1 2 3 4 5
有益健康 1 2 3 4 5
可以在住家或者公司附近買得到 1 2 3 4 5
花錢花的有價值 1 2 3 4 5
是我所熟悉的 1 2 3 4 5
以符合環保的方式包裝 1 2 3 4 5
看起來很吸引人 1 2 3 4 5
使用天然的成份 1 2 3 4 5
能夠幫助控制體重 1 2 3 4 5
清楚的標示來源地 1 2 3 4 5
包含充足的纖維素 1 2 3 4 5
在繼續填答之前，請您先閱讀以下文字，是有關「穀物早餐」之介紹：
「穀物早餐」樣式多種，最常見的種類為「玉米片」，必須加入鮮奶一起食
用，其他常見的口味包括糖霜、可可、全麥、水果乾、葡萄乾、香果圈、蜂蜜、
花生等。
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【第二部份】穀物早餐選購行為（全部為單選題）
1. 請問您喜歡「穀物早餐」的程度為
□非常喜歡 □喜歡 □普通 □不喜歡 □非常不喜歡 2. 請問您認為一般市售的「穀物早餐」價格
□高 □普通 □低
3. 請問以下讓您最有印象的品牌為
□喜瑞爾 Cerear □家樂氏 Kellogg’s □雀巢 Nestle □桂格 Quaker 4. 請問以下讓您最有好感的品牌為
□ 喜瑞爾 Cerear □家樂氏 Kellogg’s □雀巢 Nestle □桂格 Quaker 5. 請問以下讓您最想購買的品牌為
□ 喜瑞爾 Cerear □家樂氏 Kellogg’s □雀巢 Nestle □桂格 Quaker 6. 請問您會不會選擇「穀物早餐」
□會
□不會（勾選「不會」者，請直接進入第四部份作答）
【第三部份】穀物早餐選擇動機（會購買穀物早餐者填答）
下列每一個題目從「非常不同意」到「非常同意」有五種選擇，數字越大越同意，
請根據您個人的想法，在 1-5 適當的數字上打「○」。
◎對我來說，購買「穀物早餐」的動機為……
非
常 非 不 不 常 同 同 普 同 同 意 意 通 意 意
有益身體健康 1 2 3 4 5
準備容易，很方便 1 2 3 4 5
購買容易 1 2 3 4 5
可以幫助控制體重 1 2 3 4 5
家人常（喜歡）吃 1 2 3 4 5
安全衛生 1 2 3 4 5
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非
常 非 不 不 常 同 同 普 同 同 意 意 通 意 意
價格實惠 1 2 3 4 5
美味可口 1 2 3 4 5
◎對我來說，購買早餐類食品的相關資訊來自於……
報章雜誌 1 2 3 4 5
電視廣告 1 2 3 4 5
戶外廣告 1 2 3 4 5
電腦網路 1 2 3 4 5
親友介紹 1 2 3 4 5
賣場 DM 1 2 3 4 5
請跳過第四部份，直接進入「第五部份」作答！
【第四部份】不購買穀物早餐之因素（不會購買穀物早餐者填答）
下列每一個題目從「非常不同意」到「非常同意」有五種選擇，數字越大越同意，
請根據您個人的想法，在 1-5 適當的數字上打「○」。
◎對我來說，不會購買「穀物早餐」的原因為……
非
常 非 不 不 常 同 同 普 同 同 意 意 通 意 意
不營養，對健康無益 1 2 3 4 5
沒時間在家吃早餐 1 2 3 4 5
購買不便 1 2 3 4 5
熱量太高 1 2 3 4 5
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非
常 非 不 不 常 同 同 普 同 同 意 意 通 意 意
對這個產品不了解 1 2 3 4 5
口味缺乏變化 1 2 3 4 5
價格太貴 1 2 3 4 5
不好吃，不符合我和家人的口味 1 2 3 4 5
◎對我來說，購買早餐類食品的相關資訊來自於……
報章雜誌 1 2 3 4 5
電視廣告 1 2 3 4 5
戶外廣告 1 2 3 4 5
電腦網路 1 2 3 4 5
親友介紹 1 2 3 4 5
賣場 DM 1 2 3 4 5
【第五部份】個人資料 1.性 別：□男 □女
2.教育程度：□國小（含）以下 □國中 □高中（職）□大學（含專科）
□研究所（含）以上
3.職 業：□農林漁牧 □工 □商（含金融） □軍公教 □代書服務業 □旅行業
□自由業 □學生 □其他（請說明）_________
4.住所： □台北地區 □桃竹苗地區 □宜蘭花東地區 □彰化台中地區 □雲嘉南地區 □高屏地區 □其他（請說明）＿＿＿＿＿＿
5.當您準備購買早餐，請問一般來說您一次的預算大約是多少？________元
本問卷到此結束，謝謝您的協助與參與！