Browse > Article
http://dx.doi.org/10.17495/easdl.2015.6.25.3.387

Study on Importance-Performance Analysis regarding Purchase Behaviors and Attributes of Hangwa (Korean Traditional Cookies)  

Song, Eun (Dept. of Food & Cooking Science, Sunchon National University)
Publication Information
Journal of the East Asian Society of Dietary Life / v.25, no.3, 2015 , pp. 387-395 More about this Journal
Abstract
This study analyzed the Importance-Performance Analysis (IPA) of purchase behaviors and attributes for Hangwa. The data for this study were collected over 10 days from April 10 through April 19, 2013. For empirical research, married women over the age of 20 in Gwangju with buying experience of Hangwa were surveyed. A total of 172 questionnaires were completed and statistically analyzed by SPSS 18.0 package. Analysis rate was 96.6%. To review Hangwa purchase behaviors, most respondents bought Hangwa four or five times per year for memorial services or ancestral rites. Respondents bought Hangwa at big supermarkets and the types of Hangwa bought were Yukwa and Yakgwa. Their average expenses were 20,000 to 30,000 won per purchase. Among purchase attributes of Hangwa, respondents considered the importance of 'sanitation' (4.76 points) a top priority, followed by 'origin' (4.75 points), 'quality' (4.74 points), 'taste' (4.57 points) and 'appearance' (3.82 points). However in the case of satisfaction, 'sanitation' (3.85 points) was the most satisfying aspect, followed by 'package' (3.82 points), 'amount' (3.80 points), 'appearance' (3.51 points) and 'taste' (3.41 points). According to the IPA results, 'quality' and 'origin' purchase attributes, should be quickly improved. 'Sanitation' and 'taste' should be maintained. This survey found that satisfaction levels for Hangwa purchase attributes had a significant influence on overall satisfaction (F=29.11, p<.001), and especially 'taste' ($\beta$=.42, t=6.69, p<.001) had a meaningful effect on overall satisfaction. In addition, satisfaction levels for Hangwa purchase attributes affected repurchase intention (F=20.05, p<.001). From these results, Hangwa manufacturers should make efforts in product development to induce customers satisfaction and repurchase intention.
Keywords
Hangwa; purchase behavior; purchase attribute; importance-performance analysis(IPA);
Citations & Related Records
Times Cited By KSCI : 8  (Citation Analysis)
연도 인용수 순위
1 Kim HH (2002) A study on the consumption patterns and preferences of Korean cookies of housewives in Deagu province. J East Asian Soc Dietary Life 12: 280-288.
2 Kim HS, Song E (2011) A study on the use behavior and satisfaction of home-baking premix product. Korean J Food & Nutr 24: 509-519.   DOI
3 Kim MA, Lee YS, Rho JO (2010) Analysis of perceived management performance and importance level of nutrition teachers by school administrators in the Chonbuk area of Korea. Korean J Food & Nutr 23: 203-211.
4 Kim YS, Lee SH (2013) Research on the importance and satisfaction of selection attribute for pension using importanceperformance analysis. Journal of the Korea Contents Association 13: 392-401.
5 Lee AJ, Kang SH, Cha SB (2009) Comparison of importance of Samgyetang selection attributes and satisfaction level perceived by Chinese students in Korea using importance performance analysis. Journal of Foodservice Management Society of Korea 12: 217-234.
6 Lee HR (2005) A study on the importance performance of banket services in hotels. MS Thesis Daegu University, Daegu. pp 1-68.
7 Lee KH, Choi BS, Lee IS (2010) Job satisfaction and perception of importance-performance among nutrition counseling by nutrition teachers in Kyungbuk area. J East Asian Soc Dietary Life 20: 1018-1028.
8 Martilla JA, James JC (1977) Importance-performance analysis. J of Marketing 41: 77-79.   DOI
9 Park EA (2012) The relationship of consuming patterns, recognition and preference on Korean and Japanese traditional cookies. The Korean J of Culinary Research 18: 137-148.
10 Bok HJ, Choi SK (2008) Investigation of requirement and demand toward for functional traditional Hangwa(Korean cookies) of tradition. J East Asian Soc Dietary Life 18: 692-701.
11 Byun GI, Lee SY, Cho WJ (2009) Study on the importance and customer satisfaction of coffee-shop type according to the choice attributes by university students-focused on Daegu. J East Asian Soc Dietary Life 19: 503-514.
12 Choi SH, Cho YB (2009) A study on the structural relations among well-being, selection attribute, customer satisfaction, customer loyalty for Korean traditional pastry. The Korean J of Culinary Research 15: 42-53.
13 Choi SH, Cho YB (2011) The effects of psychological wellbeing awareness on selection attributes for Hangwa(Korean traditional snack) and customer saisfaction. The Korean J of Culinary Research 17: 140-152.
14 Choi SH, Lee YJ, Choi YJ (2006) A study on effects of the well-being trend on Korean traditional confectionary selection. The Korean J of Culinary Research 12: 32-48.
15 Jung HS, Shin MJ (2003) A study on the recognition and preferences of Korean traditional cookies among college students. Korean J Soc Food Cookery Sci 19: 328-338.
16 Kang HJ, Lee YJ (2010) A study on importance-performance analysis of well-being fusion menu using IPA. The Korean Journal of Culinary Research 16: 77-95.
17 Kang IH (1996) The Taste of Korea. Daehan, Korea. pp 65-82.
18 Kang IH (1999) Korean-style Table Setting. Hyoil, Korea. pp 264-265.
19 Kim HB (2011) New product development & brand strategy on Korean traditional cookies for young generation. Korean Soc of Basic Design & Art 12: 161-170.
20 Park JH (2010) The importance performance analysis on small size restaurant service. Journal of Foodservice Management Society of Korea 13: 195-216.
21 Park SH, Jung HA, Joo NM (2007) An evaluation of contract foodservice’s websites by importance and performance analysis. Korean J Food & Nutr 20: 516-524.
22 Yoon HR (2008) A Study on customer service encounters at a large food court customer using importance-performance analysis. Korean J Food & Nutr 21: 97-105.
23 Yoon SJ (1998) Korean Dduk, Hangwa Bevreage. Jigu, Korea. pp 38-43.
24 Yoon SJ, Kim WJ (2004) A study on the Korea traditional cookies of housewives in Seoul area. Korean J Food Cult 19: 435-446.
25 You SY, You MN (2004) A study of consumer behavior associated with Hangwa. J Korean Home Econ Assoc 42: 129-141.
26 http://kosis.kr. Accessed January 5, 2014.