동아시아식생활학회지 (Journal of the East Asian Society of Dietary Life)

  • 제19권4호
  • /
  • Pages.515-524
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  • 2009
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  • 1225-6781(pISSN)
  • /
  • 2288-8802(eISSN)
동아시아식생활학회 (The East Asian Society of Dietary Life)
권호 표지

건강빵 제품 유형에 대한 구매 실태 및 소비자의 선택 요인

A Study on the Purchasing Pattern and Consumer's Selection Factor of Healthy Breads

  • 고성희 (성신여자대학교 식품영양학과) ;
  • 이영림 (성신여자대학교 문화산업대학원 외식문화산업학) ;
  • 이경연 (성신여자대학교 식품영양학과) ;
  • 김혜영 (성신여자대학교 식품영양학과)
  • Ko, Sung-Hee (Dept. of Food & Nutrition, Sungshin Women's University) ;
  • Lee, Young-Lim (Food Service Industry & Culture Major, Graduate School of Cutural Industry, Sungshin Women's University) ;
  • Lee, Kyung-Yeoun (Dept. of Food & Nutrition, Sungshin Women's University) ;
  • Kim, Heh-Young (Dept. of Food & Nutrition, Sungshin Women's University)
  • 투고 : 2009.07.03
  • 심사 : 2009.08.06
  • 발행 : 2009.08.31
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초록

This study was a preliminary investigation of healthy breads in the domestic bakery industry and examined conditions for consumer purchases. The analyzed data will be used for future product improvements within for the domestic bakery market. The key results were as follows: First, the subjects' choosing of healthy breads was 'Usually' (34.1%) and women were more knowledgeable about healthy breads than men. About 31.2% of the subjects responded 'Do not know well', but 98% had clear purchase intentions and showed positive acclaims for healthy breads. Second, the ranking of selection factors that subjects considered when buying healthy breads was 'curiosity>taste>safety>health>price>diet>employee representation> brand'. Women (3.89) had more sensitive reactions than men (3.47) to the 'Diet' variable, and there were statistical differences in 'Health', 'Taste', and 'Employee explanation' (p<0.05, p<0.001). Finally, highly educated considered brand more (3.87).

키워드

참고문헌

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