Culinary science and hospitality research (한국조리학회지)
- Volume 13 Issue 1 Serial No. 32
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- Pages.224-234
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- 2007
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- 2466-0752(pISSN)
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- 2466-1023(eISSN)
The Comparative Study on Consumer's Purchase Behaviors by Sexuality
성별에 따른 외식구매행동 비교연구 - 20대 초반 대학생을 중심으로 -
- Jin, Yang-Ho (Dept. of Food Service & Culinary Management, Kyonggi University)
- 진양호 (경기대학교 관광대학 외식조리관리)
- Published : 2007.03.30
Abstract
Consumers' awareness has been changing through the development of information industry and change of life style. To understand the new generation came to be our concern in terms of being able to predict the trend of the future. Companies are trying to go through the market-change by making a marketing strategy that matches their emotion and characteristics. There should be a research on the new generation, specially university students, according to sex. Therefore, this research covers the university students in early twenties to see the differences between sexes. Foodservice industry needs to have consideration on coupon-books. It is reconfirmed that advertisement by word of mouth is still effective in sales promotion.