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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.

Chapter One Introduction 1
Section 1 Research Topic 1
Section 2 Research Background 1
Section 3 Research Motive 2
Section 4 Research Purpose 3
Section 5 Research Process 3
Chapter Two Literature Review 4
Section 1 Consumer Behavior 4
Section 2 Factors Influencing Consumer Behavior 6
Section 3 Motivation 9
Section 4 Global Breakfast Cereal Industry 14
Section 5 Breakfast Cereal Industry in Taiwan 23
Section 6 Kellogg Company 23
Section 7 Conclusion 26
Chapter Three Research Method 28
Section 1 Research Framework 29
Section 2 Set-up and Sampling 30
Section 3 Questionnaire 32
Section 4 Analytical Methods 37
Chapter Four Data Analysis 39
Section 1 Demographic and Purchase Behavior Characteristics 39
Section 2 Mean Comparison between User and Nonuser Groups 48
Section 3 Mean Comparison between Sociodemographic Groups 50
Chapter Five Research Findings and Marketing Implications 55
Section 1 Research Findings 55
Section 2 Marketing Implications 62
Section 3 Limitations and Further Research Recommendations 67
References 69
Online Resources 72
Appendix: Questionnaire 73

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