• 식품과학과 산업
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• 제45권4호
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• pp.16-20
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• 2012

Although the technology of breadmaking simply goes through the process of mixing, fermentation, and baking, it is very hard to make a same product every day. The reason is that baking science begins with the very first process of breadmaking which is mixing, and every steps and working environments are so closely connected. The baking science has developed in short time since the theory of fermentation has released. If you check the development of baking technology synthetically, it is consisted of the discovery of nutritional and functional ingredients, the optimization process of new machines, and the maintenance of the quality as fulfilling social demands. Because the baking business is making and selling the product, baking itself is a business, and it has the form that manufacturing and service business coexist. In today's current domestic bakery market, the supply exceeds the demand. Moreover, the concept of bakery itself has been changing from the fixed image of bakery which is selling the bread to the differentiated bakery with others. As we look at the general bakery's trends, it is focused on going back to the basic or traditions, going to the functional, and working with automations. To conclude, the baking has a long history, but it actually has the short history in the technological development. Baking business can be viewed as the simple business, but many factors are related to the business. It has a few basic kinds of products in baking, but it has diverse kinds of products with the base of infinite creativity. Even though it is physically a hard working business, it is also a business that can face with fun. For managing a bakery, finally, the differentiated strategy with other bakery that maximizes the customers' value is needed.

• 한국조리학회지
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• 제21권6호
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• pp.14-27
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• 2015

본 연구는 베이커리카페의 서비스스케이프가 고객만족과 재방문의도에 미치는 영향관계를 알아보고자 하며, 서비스스케이프와 재방문의도 간 고객만족의 매개효과를 규명하는 데 연구의 목적을 두고 있다. 연구대상으로 선정된 베이커리카페는 서울 지역에 위치한 10곳을 대상으로 하였으며, 해당 베이커리카페를 방문하여 관계자의 양해를 얻어 2015년 3월 15일부터 24일까지 10일간 20대 이상의 고객을 대상으로 실시하였다. 설문지는 자기기입식으로 총 250부을 배포하여 이중 불성실한 응답자와 결측치 6부를 제외한 244부(97.6%)를 최종적으로 연구 분석에 사용하였다. 응답자의 인구통계학적 특성을 알아보기 위한 빈도분석, 측정도구의 신뢰성과 타당성 검증을 위해 신뢰도 분석과 탐색적 요인분석, 연구가설을 검증하기 위해 단순회귀분석, 다중회귀분석, 매개분석을 실시하였으며, 본 연구 분석에 필요한 모든 자료는 SPSS 18.0 통계 프로그램을 이용하여 분석하였다. 연구결과, 서비스스케이프는 고객만족과 재방문의도에 영향을 미치며, 고객만족은 매개효과가 있는 것으로 조사되었다. 이를 통해 베이커리카페의 향후 마케팅자료와 차별적인 서비스스케이프 활용방안을 제시하였다. 연구의 한계 및 향후 연구 방향에 대해서도 논의하였다.

• 유통과학연구
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• 제13권9호
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• pp.59-70
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• 2015

Purpose - This study aims to suggest strategies for Korean enterprises advancing into the Vietnam bakery market by analyzing the effects of perceived values on brand preference and purchase intention among Korean and Vietnamese consumers. Research design, data, and methodology - The perceived value model designed includes functional (price, quality), emotional, and social values. The survey collected data from 500 consumers in Seoul (Korea) and HoChiMinh (Vietnam). The SPSS 18.0 package was used for analysis. Results - First, among Vietnamese consumers, perceived value had a positive (+) effect on global brand preference in the order of functional value of quality, social value, and the functional value of price. However, from an ethnocentric trend and brand image origin, emotional value had a negative effect on global brand preference. In contrast, among Korean consumers, perceived value had a positive (+) effect on global brand preference in the order of functional value of quality, the functional value of price, and the social value. However, emotional value had no effect on global brand preference. Second, for both Korean and Vietnamese consumers, perceived value had a significant positive effect on purchase intention. Third, unlike the Korean consumer, for the Vietnamese consumer, global brand preference had a significant effect on purchase intention. Conclusions - The study implies the following. First, the Vietnamese bakery market has a high proportion of middle-aged customers in their 40s (64%). In terms of monthly income, there was a large proportion (40%) of high-income earners (over $325). Therefore, bakery consumption can be seen as concentrated among middle-aged and high-income consumers. Based on this, bakery strategies should include efforts to increase purchase prices as well as ways to attract local consumers (large cities). Second, unlike Korean consumers, among Vietnamese consumers, the resistance to a global brand based on emotional value (the ethnocentric tendency and brand image origin) can be seen as relatively low. Thus, in the case of the Vietnam bakery market, to increase a global brand's preference, the company should develop a differentiated strategy so that Vietnamese consumers can recognize it better, focusing on product quality, good service quality, and price in the local environment and on social value for social development. Third, in the case of the Vietnamese customer, we found that social value exerts the greatest influence on purchase intention. Therefore, a brand that engenders an image of building the local Vietnamese community can achieve a higher social value and influence purchase intention. In addition, although Vietnamese consumers have ethnocentric tendencies in terms of products, we found that if it is a preferred global brand then there are intentions to purchase. Fourth, in the case of Vietnam, if the preference for global brands is formed, consumer awareness may be connected to purchase intention. Therefore, global brands operating in Vietnam should pay attention to how to improve consumer preferences for global brands in order to increase purchase intention.