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

The East Asian Society of Dietary Life (동아시아식생활학회)
권호 표지

Purchasing Patterns and Influential Factors for Bakery Products and Effects of Brand Image on Consumers' Purchasing Power - Focused on Customers in Seoul -

베이커리 제품의 구매 성향 및 영향 요인과 브랜드 이미지가 소비자 구매력에 미치는 영향 - 서울 지역을 중심으로 -

  • 나성주 (롯데호텔) ;
  • 황성연 (국립한경대학교 식품생물공학과) ;
  • 강근옥 (국립한경대학교 영양조리과학과)
  • Received : 2011.01.31
  • Accepted : 2011.06.01
  • Published : 2011.06.30
Download PDF
⟨ Previous Next ⟩

Abstract

This study evaluated on the purchasing patterns for bakery products and the effects of brand image on consumers' purchasing power while living in the Seoul area. The questionnaires developed for this study were distributed to 400 males and females aged 20 and older. A total of 385 questionnaires were used for analysis (96.0%) and the statistical analysis, descriptive analysis, and $x^2$-test were completed using SPSS (version 14.0) software. When purchasing bakery products, 'taste' (59.7%) was most important followed by 'shape and size' (13.2%), 'ingredients' (11.7%), 'price' (7.5%), 'expiration date' (5.2%). 'origin of ingredients' (2.1%), and 'packaging' (0.5%). Subject showed significant differences in their purchase of bakery products based on characteristics including 'age' (p<0.05), 'occupation' (p<0.01), 'type of family' (p<0.01), and 'income' (p<0.1) The most influential factor in purchasing bakery products was 'material' (score=3.73), followed by 'name value' (score=3.56). Brand image of bakery had an effect on bakery products as 'present' (score=3.83), 'sanitation' (score=3.58). And, the most high respondent in basis of deciding brand image consumer's was 'clean and nice interior'(53.1%), followed by 'high quality ingredients and packaging'(23.7%).

Keywords

References

  1. Bae JH, Kim KJ, Kim SM, Lee WJ, Lee SJ (2000) Development of the functional beverage containing the Prunus mume extracts. Korean J Food Sci Technol 32: 713-719.
  2. Cho CB, Kim NJ (2009) A study on the franchise bakery selection characters and the brad image affecting the customer satisfaction and re-visit intention. J Hotel & Resort 8:43-60.
  3. Choi MK, Jung JC (2006) Differences in bakery cafe use according to gender & age: Focused on customers in Seoul. J East Asian Soc Dietary Life 16: 156-164.
  4. Jeong KH (2004) A study on the differences of bakery selection attributes based on customer's behavior. J Tourism Leisure Research 16: 193-208.
  5. Jeong KH, Kim SJ (2004) A study on the customer's selection attributes and satisfactions for window bakeries. J Foodservice Management 7: 7-23.
  6. Jeong YS (2006) A selection property comparative study along a bakery store operating mode. MS Thesis Kyonggi University, Suwon. p 54-80.
  7. Kim EJ, Kim CS, Shin YK (2006) A study on difference of customers' selection attributes by bakery patterns. J Tourism Leisure Research 14: 263-280.
  8. Kim OS, Joo NM (2002) The purchasing practice of bakery product by female university student. Korean J Soc Food Cookery Sci 18: 247-261.
  9. Kim WM (2000) A study on promotion of consumption on the functional bakery products. MS Thesis Kyonggi University, Suwon. p 63-82.
  10. Kim WM, Lee YS (2004) A study on the utilization state and the choice factors of the functional bakery products. Korean J Culinary Research 10: 1-15.
  11. Kim YS, Park YS, Lim MH (2003) Antimicrobial activity of Prunus mume and Schizandra chinenis H-20 extracts and their effects on quality of functional Kochujang. Korean J Food Sci Technol 35: 893-897.
  12. Lee EJ (2006) The study of the effect that brand image and product quality make on the consumers intention tod revisitfocused on hotel bakery. MS Thesis Chungwoon University, Hongsung. p 47-86.
  13. Lee HJ (1997) Heath functional materials and flavors. Annual report of research in agriculture and life. MS Thesis Seoul National University, Seoul. p 224-226.
  14. Lee SS (2006) A research about selection factor of functional bakery goods. MS Thesis Chungwoon University, Hongsung. p 47-64.
  15. Lee YS, Hwang YK, Woo IA (2006) A study on the preference and the actual using patterns of the bakery products using functional ingredients. Korean J Culinary Research 12:116-130.
  16. Lim HC (2006) The influence of hotel brand image on the consumer intention to revisit bakery. J Foodservice Management. 9: 169-188.
  17. Lim HC (2010) The effect of lifestyle, service and quality of bakery products on purchasing intention. Korean J Culinary Research 16: 14-31.
  18. Na SJ, Kim SO, Kang KO (2009) Evaluation of the recognition and satisfaction for functional bakery products. J East Asian Soc Dietary Life 19: 761-768.
  19. Park SJ, Kim YS (2005) The effect of repurchase intention on baker shop customer's service quality satisfaction. Korean J Culinary Research 11: 40-55.
  20. Sohn ES, Kim SW, Kang JS, Lee SP (2004) Domestic R&D trend analysis of functional food using medical plants. Applied Chemistry 8: 470-473
  21. Web site searching (2011) http://www.mediadaily.co.kr/news/articleView