관여에 따른 베이커리 소비자 세분시장별 구매행동 및 구매동기에 대한 연구

Title
관여에 따른 베이커리 소비자 세분시장별 구매행동 및 구매동기에 대한 연구
Other Titles
A Study on the Bakery Market Segmentation: Customer Involvement, Behavior, and Motive.
Author(s)
이호상김동진
Keywords
베이커리; 소비자 관여; 구매행동; 구매동기; Bakery; Customer involvement; Purchasing behavior; Purchasing Motive
Issue Date
201309
Publisher
한국호텔관광학회
Citation
호텔관광연구, v.15, no.3, pp.392 - 409
Abstract
The purpose of this study is to examine the market segments of bakery customers based on involvement. A total of 347 responses were used for data analysis using SPSS 19.0. Data analysis included frequency analysis, factor analysis, reliability test, cluster analysis, one-way ANOVA, and chi-square analysis. Three distinct segments of bakery customers were identified; high involvement segment, middle involvement segment, and low involvement segment. In order to explore differences in respondents' demographics, behaviors, and motives, statistical analyses such as one-way ANOVA and cross-tabulation were used. The results showed that there were differences in terms of respondents' demographics, behaviors, and motives among market segments.
URI
http://hdl.handle.net/YU.REPOSITORY/28920
ISSN
1229-3482
Appears in Collections:
중앙도서관 > rims journal
자연자원대학 > 외식산업학과 > Articles
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