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

The East Asian Society of Dietary Life (동아시아식생활학회)
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K-mean Cluster Analysis according to Consumption Behavior, Preference and Satisfaction of Naturally Fermented Bread Products

천연발효빵 제품의 선호도 및 만족도와 소비행동에 따른 군집분석

  • Lee, So-Young (Dept. of Nutrition and Culinary Science, Hankyong National University) ;
  • Kang, Kun-Og (Dept. of Nutrition and Culinary Science, Hankyong National University)
  • 이소영 (국립한경대학교 영양조리과학과) ;
  • 강근옥 (국립한경대학교 영양조리과학과)
  • Received : 2016.08.04
  • Accepted : 2016.08.28
  • Published : 2016.10.31
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Abstract

This study used K-mean cluster analysis to evaluate the preference and satisfaction according to consumption behavior of naturally fermented bread products among customers residing in the Seoul area. Naturally fermented bread products were best recognized as "great nutrients for good health" ($3.91{\pm}0.87$). The preference for naturally fermented bread products was due to "good taste and flavor" ($3.39{\pm}0.95$), and customers with "intention to purchase" showed a mean of $3.21{\pm}0.94$. The overall satisfaction for naturally fermented bread products was $3.26{\pm}0.75$. Among the specific categories that contributed to this overall satisfaction, "quality" showed the highest satisfaction with $3.43{\pm}0.77$, whereas "price" ($2.77{\pm}0.76$) and "variety" ($2.77{\pm}0.75$) exhibited the lowest. Among the items to modify for naturally fermented bread products, "variety" was the most important item (21.8%), followed by "lower price" and "convenience of purchase" at 19.7% and 17.9%, respectively. In K-mean cluster analysis, customers who frequently visited the bakery and purchased naturally fermented bread products (cluster 1) expressed strong preference, satisfaction, and consumption behavior. Furthermore, these customers expressed high satisfaction in "quality", "convenience of purchase", and "variety" of naturally fermented bread products.

Keywords

References

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