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Difference in Bakery Choice Attributes according to Consumers' Characteristics and Purchasing Behavior

베이커리 소비자의 특성 및 구매행동에 따른 선택속성 차이

  • Ryu, Si-Hyun (Department of Nutrition and Foodservice Management, Paichai University) ;
  • Kim, Sung-Ok (Department of Nutrition and Foodservice Management, Paichai University) ;
  • Seok, Seung-Yeon (Department of Nutrition and Foodservice Management, Paichai University)
  • 류시현 (배재대학교 외식경영학과) ;
  • 김성옥 (배재대학교 외식경영학과) ;
  • 석승연 (배재대학교 외식경영학과)
  • Received : 2011.10.10
  • Accepted : 2011.11.06
  • Published : 2011.12.30

Abstract

The purpose of this study was to analyze the difference in bakery choice attributes according to consumers' general characteristics and purchasing behavior. Among 350 questionnaires distributed to bakery consumers, 277 complete questionnaires (79.1%) were analyzed. Bakery choice attributes were classified into five factors: "environment and image", "bakery product features", "location", "employee service", and "price and sales promotion"; the mean scores of these factors' importance levels were 3.59, 3.58, 3.49, 3.36, and 3.00, respectively. Males considered 'employee service' factor significantly more than did females. Further, the importance level of 'employee service' factor was significantly greater as consumer's age increased. The importance levels of 'bakery product features' and 'employee service' factors were considered significantly more by consumers who spent KRW10,000-15,000 than those who spent KRW5,000 or less. 'Price and sales promotion' was considered to be more important by consumers who obtained information from the Internet than from the TV and radio. 'Location' factor was considered to be more significant as purchasing frequency increased. Such differences in importance level of bakery choice attributes according to consumers' gender, age, job, and purchasing behavior should be considered and applied to the development of marketing strategies targeted at consumers.

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