A Study on the Choice Attribute of Chocolate according to the Purchasing Purpose - Focused on Self-gift and Interpersonal Gift -

구매 목적에 따른 초콜릿 선택속성에 관한 연구 - 본인선물과 타인선물 중심으로 -

  • Jeon, Do-Hyun (Department of Hotel Culinary & Bakery, Seoyeong University) ;
  • Kim, Seon-Hee (Department of Culinary & Food Service Management, Sejong University) ;
  • Jeon, Hyeon-Mo (Department of Hotel, Tourism, and Foodservice Management, Dongguk University-Gyeongju)
  • 전도현 (서영대학교 호텔조리제빵과) ;
  • 김선희 (세종대학교 조리외식경영학과) ;
  • 전현모 (동국대학교 경주캠퍼스 호텔관광외식경영학부)
  • Received : 2019.10.29
  • Accepted : 2020.03.25
  • Published : 2020.04.30


This study was conducted to identify the choice attributes in the purchase of chocolate and to identify differences between the choices, by considering the purpose of purchase being self-gift or interpersonal gift. The preferred optional attributes considered and assessed were capacity, package, product composition, brand reputation, and sensuality. The survey included customers who purchased chocolates from June 1, 2017 to August 31, 2017. T-test was applied to verify the difference in optional attributes depending on the purpose of purchase. Our results indicate that people consider packages, product composition, and reputation for interpersonal gifts, and that Valentine's Day purchases are frequently for themselves and others' gifts. Our results will help to identify chocolate consumption behavior, and will facilitate in establishing chocolate product composition and development as well as brand positioning strategies, through factors affecting preferences based on the purpose of purchase.


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