노인소비자의 건강기능식품 구매결정요인과 구매 만족도

The Factors Influencing on the Buying Decision-making and Buying Satisfactions of Health Food among the Elderly

This study examined what were the factors influencing on the buying decision making and satisfaction of health food among the elderly. The questionnaire survey method was utilized and 200 elderly who were living at Daejeon and Cheongju were selected. And, frequency, percentage, average, standard deviation, factor analysis and regression analysis were used by SPSS 12.0. The findings were as following: Firstly, most of the elderly consumers experienced taking of health food and they mostly bought it at special shop at the range of price of 50,000 to 100,000 won. And, they took health food to keep good health and believed they were very effective. Secondly, the elderly consumers affirmatively thought at common level that health food would help improve physical conditions, and they rather negatively thought that the food would prevent aging. Thirdly, the elderly consumers were relatively satisfied with convenience of taking of health food, and they were satisfied with price, dose and service after buying, etc at medium level or lower. And, buying of the elderly's buying of health food was affected by psychological factor more than by social characteristics. In particular, the elderly who affirmatively thought of health food were likely to be satisfied with the food.