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KMID : 1011620150310030352
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Korean Journal of Food and Cookey Science
2015 Volume.31 No. 3 p.352 ~ p.359
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Analysis of the Motives for Food Choice Using Food Choice Questionnaire
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김아영:Kim A-Young
이슬기:Lee Seul-Ki/이민아:Lee Min-A
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Abstract
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The purpose of this study was to analyze the motives for food choice using a Food Choice Questionnaire (FCQ). A FCQ, an instrument that measures the reported importance of nine factors underlying food choice, was administered to a representative sample of 157 adult respondents from 21 to 27 October 2013. Statistical analyses such as Descriptive statistics, Factor analysis, Reliability analysis, Pearson correlation, independent samples t-test, and analysis of variance (ANOVA) were performed on the data using the SPSS PASW Statistics 18.0 for Windows. According to the results, five food choice motivation factors were discerned: health, sensory and mood, convenience, price, and familiarity. The most important factors reported were price, sensory and mood, convenience, health and familiarity. We found that food choice motivation is distinguished by age, frequency of eating out, and consumption of HMR. Females in this study gave higher importance scores to health, sensory and mood, and familiarity. There were higher correlations between ‘health’ and ‘sensory appeal and mood’.
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KEYWORD
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consumer, food choice questionnaire, motive, factor analysis, segment
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