This study was not only to investigate the actual conditions of both consumers' home-baking and their use of home-baking premix products, but also to figure out an attribute affecting their selection of home-baking products. In addition, it was to analyze the importance of and satisfaction with the ...
This study was not only to investigate the actual conditions of both consumers' home-baking and their use of home-baking premix products, but also to figure out an attribute affecting their selection of home-baking products. In addition, it was to analyze the importance of and satisfaction with the selection attribute and, further, to examine closely the selection attribute satisfaction influencing the overall customer satisfaction and repurchase intention. The results of this study are as follows. First, according to the actual conditions of home-baking, most of the respondents to the survey did home-baking three to five times a year, and 33.8 percent did home-baking for fun and for some quality time with their family respectively. 13.5 percent said that their distrust in foodstuffs made them have interest in home-baking. The one-time expense of home-baking was less than 10,000 won, and hottuck/pancakes were mostly baked. Second, according to the frequency of using home-baking premix products, most respondents used those products two or three times per year, and they mostly came to know them at supermarket food sections. In addition, the survey found that 229 respondents, which were 83.3 % of the total 229 respondents, bought premix products for snack foods. 87.3 % of the respondents purchased them at super or mega marts, and they mostly bought hottuck/pancakes. Third, according to the analysis of importance of the selection attribute, the people in their 30s were the most sensitive to all attributes, while those in their 50s and above were the least sensitive. Among the selection attributes of the home-baking premix product, respondents considered the importance of hygiene(m=4.16) as the top priority. Then, taste(m=4.15), easiness of use(m=4.12), detailed explanation(m= 4.05), ingredients(m=4.04), places of origin of ingredients (3.91) followed. On average, the attribute of the amount was 3.58, which was the lowest out of 12 attributes. Fourth, according to the Gap analysis measuring the difference between the importance customers felt for home-baking premix products and their satisfaction, there was a meaningful difference in taste, smell, amount, nutrition, functional ingredients, easiness of use, detailed explanation, ingredients, places of origin, manufacturers and prices. The customer satisfaction was lower than expected in every survey item mentioned above. Finally, the survey found that the satisfaction with home-baking premix products had a significant influence on the entire satisfaction(F=7.91, p<.001), and especially, out of 12 satisfaction survey items for home-baking premix products, taste(β=.32, t=3.53, p<.001) had a meaningful influence on the entire satisfaction. In addition, the consumers' product satisfaction showed some degree of influence in their repurchase intent(F=8.61, p<.001).
This study was not only to investigate the actual conditions of both consumers' home-baking and their use of home-baking premix products, but also to figure out an attribute affecting their selection of home-baking products. In addition, it was to analyze the importance of and satisfaction with the selection attribute and, further, to examine closely the selection attribute satisfaction influencing the overall customer satisfaction and repurchase intention. The results of this study are as follows. First, according to the actual conditions of home-baking, most of the respondents to the survey did home-baking three to five times a year, and 33.8 percent did home-baking for fun and for some quality time with their family respectively. 13.5 percent said that their distrust in foodstuffs made them have interest in home-baking. The one-time expense of home-baking was less than 10,000 won, and hottuck/pancakes were mostly baked. Second, according to the frequency of using home-baking premix products, most respondents used those products two or three times per year, and they mostly came to know them at supermarket food sections. In addition, the survey found that 229 respondents, which were 83.3 % of the total 229 respondents, bought premix products for snack foods. 87.3 % of the respondents purchased them at super or mega marts, and they mostly bought hottuck/pancakes. Third, according to the analysis of importance of the selection attribute, the people in their 30s were the most sensitive to all attributes, while those in their 50s and above were the least sensitive. Among the selection attributes of the home-baking premix product, respondents considered the importance of hygiene(m=4.16) as the top priority. Then, taste(m=4.15), easiness of use(m=4.12), detailed explanation(m= 4.05), ingredients(m=4.04), places of origin of ingredients (3.91) followed. On average, the attribute of the amount was 3.58, which was the lowest out of 12 attributes. Fourth, according to the Gap analysis measuring the difference between the importance customers felt for home-baking premix products and their satisfaction, there was a meaningful difference in taste, smell, amount, nutrition, functional ingredients, easiness of use, detailed explanation, ingredients, places of origin, manufacturers and prices. The customer satisfaction was lower than expected in every survey item mentioned above. Finally, the survey found that the satisfaction with home-baking premix products had a significant influence on the entire satisfaction(F=7.91, p<.001), and especially, out of 12 satisfaction survey items for home-baking premix products, taste(β=.32, t=3.53, p<.001) had a meaningful influence on the entire satisfaction. In addition, the consumers' product satisfaction showed some degree of influence in their repurchase intent(F=8.61, p<.001).
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