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KMID : 0665420200350020167
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Korean Journal of Food Culture
2020 Volume.35 No. 2 p.167 ~ p.172
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A Study on the Choice Attribute of Chocolate according to the Purchasing Purpose - Focused on Self-gift and Interpersonal Gift -
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Jeon Do-Hyun
Kim Seon-Hee
Jeon Hyeon-Mo
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Abstract
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This study was conducted to identify the choice attributes in the purchase of chocolate and to identify differences betweenthe choices, by considering the purpose of purchase being self-gift or interpersonal gift. The preferred optional attributesconsidered and assessed were capacity, package, product composition, brand reputation, and sensuality. The surveyincluded customers who purchased chocolates from June 1, 2017 to August 31, 2017. T-test was applied to verify thedifference in optional attributes depending on the purpose of purchase. Our results indicate that people consider packages,product composition, and reputation for interpersonal gifts, and that Valentine's Day purchases are frequently for themselvesand others' gifts. Our results will help to identify chocolate consumption behavior, and will facilitate in establishing chocolateproduct composition and development as well as brand positioning strategies, through factors affecting preferences basedon the purpose of purchase.
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KEYWORD
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Chocolate, choice attribute, purchasing purpose, self-gift, interpersonal gift
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