The Effects of Participation Rates in Bakery Promotional Events on Repurchase and Recommendation Intention

베이커리 판촉 행사 참여도가 재구매 의도 및 추천 의도에 미치는 영향

  • Eum, Tae-Sung (Dept. of Food Service Industry, Yeungnam University) ;
  • Byun, Gwang-In (Dept. of Food Service Industry, Yeungnam University) ;
  • Kim, Dong-Jin (Dept. of Food Service Industry, Yeungnam University)
  • 엄태성 (영남대학교 식품외식학부) ;
  • 변광인 (영남대학교 식품외식학부) ;
  • 김동진 (영남대학교 식품외식학부)
  • Published : 2008.09.30

Abstract

This study aims to examine the properties of using bakeries based on demographic variables and repurchase intention and recommendation intention according to participation rates in promotional events. First, demographic characteristics and frequency of using bakeries were analyzed. Second, crosstabulation analysis on usability was conducted according to demographic variables. Third, effects of participation rates in promotional events on repurchase intention and recommendation intention were examined. This study could provide the reasons why bakeries should do promotional events, showing their effects on sales. Surveys were conducted with the students of the culinary department and bakery customers to investigate the influence on repurchase intention and recommendation intention according to participation rates in promotional events. As a result, both repurchase intention and recommendation intention showed a significant result. Also, the study aims to improve understanding by analyzing demographic variables on the properties of using bakeries(frequency in use of bakeries, purchase type, bakery type that is preferred, a time slot being made a purchase, objects of purchase, and purchasing price per person) and create data to help the management of a bakery.