천연발효빵 전문점의 선택속성이 고객가치 및 구매행동에 미치는 영향 연구

A Study on the Effect of Selection Attributes of Sourdough Bread with Natural Yeast Shop on the Customer Value and Purchasing Behavior

This study aims to determine the effect of selection attributes of sourdough bread with natural yeast on customer value and purchasing behavior. To this end, a survey was conducted on customers purchasing in window bakery, franchised bakery, and in-store bakery, and 321 copies were used for the final analysis. The result shows that health/nutrition, diversity, and quality of product have a positive effect on functional value and quality, In addition, it is shown that the effect of the selection attributes of the sourdough bread with natural yeast on the purchasing behavior indicates that health/nutrition, quality, service, The effect of the customer value on the purchasing behavior shows that emotional and functional value have a positive effect on the purchasing behavior. It means that the various types of the sourdough bread with natural yeast could be a more effective marketing tool for customers choice of products as it is proven that the sourdough bread with natural yeast does not include artificial additives but preserves natural flavor and taste excellently. In the future, it is expected that the sourdough bread with natural yeast would not be considered just as favourite food but as food/bread for well-being, which would raise customers interest in healthy bread more than before.