论文 老年消费者保健食品消费行为调查分析.doc

毕业论文
老年消费者保健食品消费行为调查分析—以温州市为例


老年消费者保健食品消费行为调查分析
——以温州市为例
摘要:随着“老龄化社会”的到来,我的提高,“老有所享”、“老有所乐”开始成为更多老年人的追求,越来越多的“银发族”更加关心自己的身体健康状况,对保健食品的需求尤为旺盛。但是市场上假冒伪劣的保健食品出现不仅危害了老年人身体健康,也给保健品企业带来了“信誉危机”。通过对温州市老年消费者保健食品消费认知、态度和消费行为等方面的实地调查,总结出影响老年消费者保健食品消费行为的主要影响因素及保健食品消费行为中存在的问题。并在此基础上提出一些相应的政策建议。
关键词:老年消费者;保健食品;消费行为
A Survey on Elderly Consumers’ Health Food Consuming Behavior in Zhejiang Province
—take the City of Wenzhou for Example
Abstract: Along with the aging population society, the development of the social economy and the improvement of people’s living standard, enjoying themselves, entertaining themselves start to e the persuit of the aging population. More and more aged ones care about their health more than ever, especially in need of the health food. But the emerge the fake health food, put only ts the aged ones’ lives in danger, but brings the prestige crisis to the health food industry. Through the survey of the aged ones’ consuming acknowledges, attitudes, behaviors and other aspects, es the conclusion of the main factors that influence aged ones’ behaviors of health food purchasing, and the problems exist in their behaviors, relevant policies and suggestions are provided based on the conclusion.
Key words: Aged Consumers; Health Food; Consuming Behavior
目录
引言……………………………………………………………………………………1
一、保健食品的内涵…………………………………………………………………2
二、国内外相关文献回顾与评述……………………………………………………3
(一)国外相关研究成果…………………………………………………………… 3
(二)国内相关研究成果……………………………………………………………3
(三)综合评述………………………………………………………………………5
三、问卷调查过程与样本基本分析…………………………………………………5
(一)问卷设计………………………………………………………………………5
(二)调查过程………………………………………………………………………6
(三)分析方法………………………………………………………………………6
(四)样本概况………………………………………………………………………6
四、温州市老年消费者保健食品消费行为调查分析………………………………7
(一)温州市老年消费者保健食品消费认知和态度分析…………………………7
(二)温州市老年消费者保健食品消费行为调查分析……………………………12
(三)温州市老年消费者保健食品消费行为的影响因素分析……………………19
五、温州市老年消费者保健食品消费行为存在的问题……………………………24
(一)缺乏对保健食品的正确认知…………………………………………………24
(二)对保健食品缺乏信任感…………………………………………………… 25
(三)保健食品消费支付能力有限………