Journal of the East Asian Society of Dietary Life (동아시아식생활학회지)

The East Asian Society of Dietary Life (동아시아식생활학회)
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Purchasing Type and Sale Strategies for High Quality Ice Creams of University Students in Seoul.Kyonggi Area

수도권 대학생들의 고급 아이스크림에 대한 구매 성향과 이에 따른 판매 전략

  • Jung, Bu-Won (Lotte Hotel) ;
  • Lee, Hyun-Ja (Dept. of Nutrition and Culinary Science, Hankyong National University) ;
  • Kang, Kun-Og (Dept. of Nutrition and Culinary Science, Hankyong National University)
  • 정부원 (롯데호텔) ;
  • 이현자 (국립한경대학교 영양조리과학과) ;
  • 강근옥 (국립한경대학교 영양조리과학과)
  • Received : 2009.03.10
  • Accepted : 2009.05.22
  • Published : 2009.06.30
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Abstract

This study surveyed university students in the Seoul and Kyonggi areas about their purchasing types and sale strategies for high quality ice cream products. The desire to buy new high quality ice cream was "moderate" (35.4%) followed by "quite a lot" (29.4%), showing that the students' interests and their desires for new high quality ice cream items were high. Among things to consider when buying ice cream, 39.2% answered that "taste" was most important, When the subjects were asked if they planned on revisiting an ice cream shop chain. 38.6% answered "quite a lot" or "very much" reflecting that their opinion on the image and service of the ice cream shop chain were very good. As for the influence of seasons on their purchasing of ice cream products, three times more students responded "quite a lot" or "very much" at 51.6% compared to "somewhat little" or "very much" (17.8%), showing that the subjects were responsive to seasonal influences, The subjects were also three times more likely (73.0%) to visit a cafe-type high quality ice cream store chain, Therefore such cafe-type chains are a way to increase sales and to overcome seasonal influences on purchasing. Finally the favorite food to eat with ice cream was cookies (51.3%).

Keywords

References

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