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KMID : 1011620120280060721
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Korean Journal of Food and Cookey Science
2012 Volume.28 No. 6 p.721 ~ p.729
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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
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홍완수:Hong Wan-Soo
김영식:Kim Young-Sic
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Abstract
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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.
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KEYWORD
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bakery cafe, consumer lifestyle, selection attributes
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