The Korean Journal of Food And Nutrition (한국식품영양학회지)

The Korean Society of Food and Nutrition (한국식품영양학회)
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A Study on the Use Behavior and Satisfaction of Home-baking Premix Products

홈베이킹 프리믹스 제품의 이용 실태 및 만족도에 관한 연구

  • Kim, Hyeon-Suk (Dept. of Food & Cooking Science, Sunchon National University) ;
  • Song, Eun (Dept. of Food & Cooking Science, Sunchon National University)
  • 김현숙 (순천대학교 조리과학과) ;
  • 송은 (순천대학교 조리과학과)
  • Received : 2011.09.09
  • Accepted : 2011.12.06
  • Published : 2011.12.31
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Abstract

The purpose of this study was to investigate the use behavior and satisfaction of home-baking premix products. A total of 275 questionnaires were completed and statistically analyzed by the SPSS 14.0 package. The reasons for home-baking were : fun(33.8%), quality time with the family(33.8%), and distrust in foodstuffs(13.5%). The respondents(38.9%) used home-baking premix products 2~3 times per year. And the respondents purchased home-baking premix products primarily for snack foods(83.3%). Among the selection attributes of home-baking premix products, the respondents considered the importance of 'sanitation'(m=4.16) a top priority, followed by 'taste'(m=4.15), 'ease of use'(m=4.12), 'detailed instructions' (m=4.05), 'quality of raw materials'(m=4.04), and 'origin'(m=3.91). However, in the case of satisfaction, 'ease of use' (m=3.81) was the most satisfying aspect, followed by 'detailed instructions'(m=3.67), 'sanitation'(m=3.56) and 'manufacturer' (m=3.48). According to importance-performance analysis(IPA), 'quality of raw materials' and 'origin', which were selection attributes, should be quickly improved. Also, 'taste', 'ease of use', 'detailed instructions' and 'sanitation' should be maintained. This survey found that the satisfaction levels for home-baking premix product selection attributes had a significant influence on overall satisfaction($F$=7.91, $p$ <0.001). In particular taste(${\beta}$=0.32, $t$=3.53, $p$ <0.001) had a meaningful effect on overall satisfaction. In addition, the satisfaction levels for home-baking premix product selection attributes affected repurchase intention($F$=8.61, $p$ <0.001).

Keywords

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