| Number of total participants | 795 | |||
|
| Hedonic buyers | Health-conscious purchasers | COO driven shoppers | Asymp. Sig. |
| Sample size | 31.90% | 50.20% | 17.90% |
|
|
| (%) | (%) | (%) |
|
| Shopping responsibility |
|
|
|
|
| Full | 42.5 | 43.9 | 46.6 |
|
| Partly | 57.5 | 56.1 | 53.4 |
|
| Gender |
|
|
|
|
| Male | 32.8 | 30.0 | 26.7 |
|
| Female | 67.2 | 70.0 | 73.3 |
|
| Age |
|
|
| ** |
| Up to 29 | 14.2 | 25.3 | 13.7 |
|
| 30 - 49 | 59.7 | 58.9 | 67.4 |
|
| 50 and over | 24.7 | 15.8 | 18.1 |
|
| n.a. | 1.5 | 0 | 0.7 |
|
| Living location |
|
|
|
|
| North | 36.6 | 25.7 | 20.3 |
|
| Middle | 24.6 | 38.3 | 45.3 |
|
| South | 38.1 | 34.8 | 32.1 |
|
| Other (e.g. East or Islands) | 0.7 | 1.2 | 2.3 |
|
| Living Area |
|
|
| * |
| Bid city | 54.5 | 45.5 | 45.1 |
|
| Middle size city | 29.1 | 27.3 | 29.2 |
|
| Rural area or countryside | 16.4 | 27.2 | 25.7 |
|
| Marital status |
|
|
|
|
| Single | 29.1 | 35.2 | 31.4 |
|
| Married | 62.7 | 55.7 | 64.7 |
|
| Other (e.g. divorced/ widowed) | 6.7 | 6.3 | 2.9 |
|
| n.a. | 1.5 | 2.8 | 1.0 |
|
| Education |
|
|
| *** |
| Senior high school (12 years) | 30.6 | 15.8 | 23.0 |
|
| College | 22.4 | 22.1 | 23.0 |
|
| University and over | 43.3 | 54.5 | 50.7 |
|
| n.a. | 3.7 | 7.5 | 3.3 |
|
| Monthly net income in a household |
|
|
|
|
| Up to NT 60,000 | 22.9 | 37.1 | 37.8 |
|
| NT 60,001 and over | 58.1 | 39.0 | 44.1 |
|
| n.a. | 9.0 | 23.9 | 18.1 |
|