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KMID : 1011620150310020103
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Korean Journal of Food and Cookey Science
2015 Volume.31 No. 2 p.103 ~ p.111
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A Study on the Consumer Satisfaction, Purchase Behaviors, and Intake Patterns among Domestic Bakery
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이광석:Lee Kwang-Suck
이승범:Lee Seung-Bum/정효선:Jung Hyo-Sun
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Abstract
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This study considered the intake patterns and realities of consumptions at bakeries in Korea. Based on a total of 442 customers obtained from empirical research, and self-administrated questionnaires were collected and analyzed by using frequency, chi-square, and one-way ANOVA. Satisfaction with the preferred bakery was shown to be in the order of taste, service, product, and price. A most considered factor in selecting the bakery was taste. The visiting frequency was shown to be the highest for 1~2 times a week. The expense per visit was shown to be ￦5,100~10,000 on average. The purchase of refreshment was shown to be the most frequent propose of visiting. The product that was mainly being purchased was the sweet dough bread. It was answered to be difficult because of failing to know to contained materials when purchasing product at bakery. Limitations and future research directions are also discussed in this study.
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KEYWORD
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bakery, consumer satisfaction, purchase behavior, intake pattern
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