Korean journal of food and cookery science (한국식품조리과학회지)

Korean Society of Food and Cookery Science (한국식품조리과학회)
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A Study on the Consumer Satisfaction, Purchase Behaviors, and Intake Patterns among Domestic Bakery

국내 제과점에 대한 소비자 만족도 및 구매행동 및 이용실태에 관한 연구

  • Lee, Kwang Suck (Department of Culinary and Foodservice Management, Kyung Hee University) ;
  • Lee, Seung Bum (Department of Food Service Management, Semyung University) ;
  • Jung, Hyo Sun (Department of Culinary and Foodservice Management, Kyung Hee University)
  • 이광석 (경희대학교 조리서비스경영학과) ;
  • 이승범 (세명대학교 외식경영학과) ;
  • 정효선 (경희대학교 조리서비스경영학과)
  • Received : 2014.10.01
  • Accepted : 2015.03.04
  • Published : 2015.04.30
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Abstract

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 won 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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References

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