라이프스타일에 따른 베이커리카페 이용행태 및 선택속성에 관한 연구 = A Study on Patterns of Using a Bakery Cafe and Their Selective Attributes by Lifestyle

다국어 초록 (Multilingual Abstract)

This study is aimed to examine the kinds of influence that the recent changes of lifestyle has on the attributes of the uses and the selection of bakery cafes. For this study, the self-administered questionnaire was chosen and used as a methodology. The questionnaire was given out to 545 consumers of bakery cafes but of those 506 questionnaires were analyzed after omitting the incompleted ones. All of the data collected for this study was analyzed through frequency analysis, factor analysis, k-means clustering analysis,crosstabluation and ANOVA test with SPSS for Window 13.0 package. The results of the study is as follows: First, when analyzing the 24 categories of selective attribute of a bakery cafe, five factors were extracted: 'food factor,''convenience/ image factor,' 'marketing factor,' 'positive experience factor,' and 'diverse menu factor.' Second, after doing the cluster analysis on the 20lifestyle categories, four groups were formed: 1. compound value group, 2.
new generation group, 3. trend-oriented group, and 4. health-oriented group.
Third, when analyzing the differences in the uses of bakery cafe according to lifestyles, it showed a significant difference: the frequency in the use(p<.05), particular day during the week(p<.001), regular bakery cafe style (p<.001),statical differences in the preferred products in bakery cafes(p<.01). Fourth,when analyzing the differences in the selection of bakery cafe according to lifestyles, it showed a significant difference: food factor (p<.001), convenience and image factor (p<.001), marketing factor (p<.05), and diversity factor (p<.01). In conclusion, the study results showed that there is a difference according to the four lifestyle groups, in the uses and selection, and general attributes. It also suggested the importance of differentiating marketing plans according to different groups.

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