The Exploration of the Cultural Contents of Pastry Totems and the Study on Consumer Preference
Abstract
Aiming at the preference for pastry totems in Taiwan, KJ method, item analysis, and reliability analysis are used for drawing the pastry totem preference questionnaire. Considering that Taichung City has a reputation as a pastry town, 316 pastry consumers in Taichung City were accidentally sampled as the research object for the research survey. The results show that ‘service requirement’ is the prior consideration of purchase behavior. Furthermore, consumers prefer pastry shapes of ‘flower and grass’ and ‘geometry’. It is suggested that pastry businesses could remain the cultural elements in traditional totems to move pastry shapes toward elaborate design and pass down the pastry totem culture in Taiwan.
Keywords: pastry totem, totem culture, totem preference
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