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KMID : 1011620140300060735
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Korean Journal of Food and Cookey Science
2014 Volume.30 No. 6 p.735 ~ p.745
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Dietary Behaviors on Yaksun Foods by Dietary Life Style Type in Women
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복혜자:Bog Hye-Ja
전혜경:Jeon Hae-Kyung
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Abstract
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This study examined dietary behaviors such as use motive, selection attribute, satisfaction, and purchasing intention in Yaksun foods according to women's dietary life style type. To achieve this research objective, it targeted women in more than the 20s who dwell in Seoul and Busan area. As a result, the following facts were clarified. First, the highest recognition was shown in rationality-seeking type as for diversion and in taste-seeking type as for sociality among the motives for using Yaksun foods. Second, the highest recognition was shown in taste-seeking type as for food quality & taste and physical service and in rationality-seeking type as for convenience among the selection attributes of Yaksun foods. Third, the satisfaction and the purchasing intention of Yaksun foods were the highest in health-seeking type. Seeing the above findings, the differentiation will be pursued from other food-service markets by making sensual taste and flavor as the food materials of Yaksun foods targeting consumers who pursue taste. Also, to increase satisfaction and purchasing intention of Yaksun foods, there is a need to positively publicize that Yaksun foods have efficacy on maintaining health and preventing disease.
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KEYWORD
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woman, dietary lifestyle, Yaksun food, dietary behavior
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