Research on Consumer Behavior of Bio-Tech Health Food in Yunlin Area, Taiwan

[[abstract]]Nowadays, people have unhealthy diets and excess of caloric intake because of the busy lifestyle, which make them worry about their health.Among the ten leading causes of death, the rate of the diseases arising from chronic deterioration is over eighty percents （except accident and suicide）, which makes people in Taiwan value the regimen concept and arouse the awareness of health care. In addition to the growing “Aging Advanced Population”, the purchase of health food has come to be a trend in the market. On the other hand, owing to economic growth, the increase of citizen incomes, higher education, frequent interpersonal interaction and the changes of consuming habits, the bio-technique health products develop vigorously that make the demand for the products and the consuming expenditure keep growing, and become the main stream of the market. The aim of this research is to investigate whether consumers’ product awareness would affect the product marketing, product features and product channels. Hopefully, based on the result of the research, it could provide the bio-technique health foods industry with the suggestions of marketing and the adjustments of marketing resources in order to supply good and unexpensive bio-technique health products to the consumer in the future.According to the result of the static analysis in the research, we can get the positive correlations among the four aspects of the product awareness, product marketing, products features and product channels, which means that after promoting of the products awareness, customers’ conciseness about the products marketing, products features and products channels would be aroused