Korean journal of food and cookery science (한국식품조리과학회지)

Korean Society of Food and Cookery Science (한국식품조리과학회)
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A Study on the Influence of Consumer Lifestyle on Consumer's Selection of Bakery Cafe Attributes: Focusing the Age Group of 20s and 30s

라이프스타일에 따른 베이커리 카페 선택속성 및 이용행태에 관한 연구 - 20~30대 소비자를 중심으로 -

  • Hong, Wan-Soo (Dept. of Foodservice Management and Nutrition, Sangmyung University) ;
  • Kim, Young-Sic (Dept. of Foodservice Management and Nutrition, Sangmyung University)
  • 홍완수 (상명대학교 생활환경학부 외식영양학과) ;
  • 김영식 (상명대학교 생활환경학부 외식영양학과)
  • Published : 2012.12.31
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Abstract

This paper aimed to investigate the influence of consumer lifestyle on consumer selection of bakery cafe attributes. Data were collected through a self-administered questionnaire by 403 random consumers between the ages 20s and 30s in several bakery cafes in Seoul and Gyonggi area. Different methods of statistical analysis had been used such as frequency analysis, factor analysis, k-means clustering analysis, cross tabulation, one way ANOVA and Duncan's multiple range test with SPSS for Window 13.0 package. First, when analyzing the 16 questions of comsumer lifestyles, four factors were extracted: 'dining out-oriented factor', 'achievement-oriented factor', 'brand-oriented factor', and 'health-oriented factor'. Second, the respondents were divided into three groups by k-means cluster analysis: no interest group, dining-out & value oriented group, and health-brand oriented group. Third, consumer's bakery cafe attributes were categorized into five factors including 'food', 'convenience and image', 'store promotion', 'positive dining experience', and 'menu & merchandises'. Finally when analyzing the differences in the selection of bakery cafe attributes according to consumer's lifestyles, it showed a significant differences.

Keywords

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  1. A Study on the Selection Attribute of Bakery Stores using Correspondence Analysis vol.30, pp.4, 2014, https://doi.org/10.9724/kfcs.2014.30.4.412