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http://dx.doi.org/10.7318/KJFC/2020.35.2.167

A Study on the Choice Attribute of Chocolate according to the Purchasing Purpose - Focused on Self-gift and Interpersonal Gift -  

Jeon, Do-Hyun (Department of Hotel Culinary & Bakery, Seoyeong University)
Kim, Seon-Hee (Department of Culinary & Food Service Management, Sejong University)
Jeon, Hyeon-Mo (Department of Hotel, Tourism, and Foodservice Management, Dongguk University-Gyeongju)
Publication Information
Journal of the Korean Society of Food Culture / v.35, no.2, 2020 , pp. 167-172 More about this Journal
Abstract
This study was conducted to identify the choice attributes in the purchase of chocolate and to identify differences between the choices, by considering the purpose of purchase being self-gift or interpersonal gift. The preferred optional attributes considered and assessed were capacity, package, product composition, brand reputation, and sensuality. The survey included customers who purchased chocolates from June 1, 2017 to August 31, 2017. T-test was applied to verify the difference in optional attributes depending on the purpose of purchase. Our results indicate that people consider packages, product composition, and reputation for interpersonal gifts, and that Valentine's Day purchases are frequently for themselves and others' gifts. Our results will help to identify chocolate consumption behavior, and will facilitate in establishing chocolate product composition and development as well as brand positioning strategies, through factors affecting preferences based on the purpose of purchase.
Keywords
Chocolate; choice attribute; purchasing purpose; self-gift; interpersonal gift;
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