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KMID : 0665420110260060673
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Korean Journal of Food Culture
2011 Volume.26 No. 6 p.673 ~ p.681
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Difference in Bakery Choice Attributes according to Consumers’ Characteristics and Purchasing Behavior
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Ryu Si-Hyun
Kim Sung-Ok
Seok Seung-Yeon
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Abstract
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The purpose of this study was to analyze the difference in bakery choice attributes according to consumers’ general
characteristics and purchasing behavior. Among 350 questionnaires distributed to bakery consumers, 277 complete
questionnaires (79.1%) were analyzed. Bakery choice attributes were classified into five factors: “environment and image”,
“bakery product features”, “location”, “employee service”, and “price and sales promotion”; the mean scores of these
factors’ importance levels were 3.59, 3.58, 3.49, 3.36, and 3.00, respectively. Males considered ‘employee service’ factor
significantly more than did females. Further, the importance level of ‘employee service’ factor was significantly greater as
consumer’s age increased. The importance levels of ‘bakery product features’ and ‘employee service’ factors were
considered significantly more by consumers who spent KRW10,000-15,000 than those who spent KRW5,000 or less. ‘Price
and sales promotion’ was considered to be more important by consumers who obtained information from the Internet than
from the TV and radio. ‘Location’ factor was considered to be more significant as purchasing frequency increased. Such
differences in importance level of bakery choice attributes according to consumers’ gender, age, job, and purchasing
behavior should be considered and applied to the development of marketing strategies targeted at consumers.
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KEYWORD
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bakery, choice attribute, purchasing behavior, consumers’ characteristics
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