機能性 베이커리製品의 購買動機와 選好材料가 顧客滿足度에 미치는 影響에 관한 硏究

The Effect of Selection Factors and Preference Stuff of the Functional Bakery Products on the Customer Satisfaction

This research will provide the bakery industry with basic data for the marketing strategy, presenting a scheme to promote the consumption of functional bakery products by analyzing what points the consumers think when they choose the products. I made a questionnaire including selectional factors, favorite ingredients of functional bakery products, consumers' satisfaction degree. Out of 300 distributed questionnaires, 278 copies were collected to be analyzed. The results of the study are summarized as follows: Most consumers presented that the functional bakery products were good for nutrition and health, even though they felt the price was still expensive. This research shows the most important point that consumers prefer to choose the functional bakery goods.