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Abstract
People have been changing their dietfrom thetraditional one to the diversified and complicated one due to the economic growth, the elevating of national income, the change of the lifestyle, and so on. Therefore, vendors launch new patterns of diet and that became a new trend. Moreover, it provides the customer with more options. This research aimedatthe study for Taichung citizens’ consumer behavior of their choice on the brunch. The subjects were the diners who are more than 15 years old at the restaurant in Park City Hotels Central Taichung. For this study, we made a questionnaireto makethe survey in order tounderstandthe consumer motivation when they purchase the brunch,if the quality of services and satisfaction of brunch will affect the customers’ intentions for their purchase of the brunch, the customers’ statistics variation, the consumption overview analysis and the consumer behavior will be included in this questionnaire. We use SPSS on analysis methods including: Descriptive Statistics with average, SD, frequency distribution and percentage, Factor Analysis, Reliability Analysis, analysis of variation (Independent-sample T) and One-Way ANOVA.This paper studies a total of 400 questionnaireswere delivered from March 1, 2016 to March 31, 2016, the returnedvalid questionnaires were 400 and the returned rate of the effective questionnaires was 100%.
The outcome of the survey indicated as follows: 1.Through consumer motivation analysis, we found that various kind of food menuwould be attractive for the customers. Therefore, we suggest that the hotel should set up the cycle of their menu with seasonal ingredients. That will give their customers different experiences. 2.According to quality of services analysis, the sincere attitude of service impresses customers the most. We suggest that vendors should observe if the employee training would have an obvious affectontheir quality of service or not. 3.Through the satisfactionanalysis, the restaurant with the suitable location and can be easily reached.That are also important for customers.
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