대학생들의 관여도에 따른 외식 브랜드 인지도와 활용 정보 매체에 관한 연구 - 영남 지역 대학생을 중심으로 -

A Study on Foodservice Brand Awareness and Information Sources based on the Involvement of College Students - Empirical Evidence from Yeungnam Area -

Knowledge of involvement, brand awareness, and their roles in shaping consumer behaviour are crucial for designing marketing strategies for an organization. The purpose of this study is to analyze the differences in foodservice brand awareness and information sources based on the involvement level of college students. In order to accomplish the purpose of the study, 300 college students who live in Yeungnam area were selected as its samples using quota sampling. A final sample of 282 responses was deemed usable and analyzed. The findings are as follows. First, the results indicated a significantly higher foodservice brand awareness of high involvement subjects than of low involvement subjects except fast food brands. Second, it was found that high and that of low involvement subjects utilized different information sources to satisfy their information needs regarding foodservice brands.