고객특성에 따른 즉석섭취식품 소비성향 분석 : 대구 · 경북 지역을 중심으로 = An Analysis on the Consuming Propensity of Ready-to-Eat Foods according to the Customers' Characteristics

국문 초록 (Abstract)

본 연구에서는 향후 소비가 더욱 증가될 것으로 예상되는 즉석섭취식품의 소비실태를 파악하고, 고객의 선택속성, 선호도와 만족도 분석, 고객집단 세분화를 위한 식생활라이프스타일 유형분석, 즉석섭취식품의 구매빈도, 선호도, 만족도가 재구매의사에 미치는 효과에 대한 구조적 관계를 규명함으로써 즉석섭취식품을 구매하는 고객의 소비성향을 분석하고자 대구·경북지역 20대 이상 성인남녀 480명을 대상으로 2007년 5월 20일부터 6월 30일 사이에 설문조사를 실시하였다. 회수된 설문 중 즉석섭취식품 구매경험이 없는 경우를 제외하고 총 410부의 설문지를 SPSS 통계 패키지(version 14.0 for windows)를 사용하여 분석하였다.
1. 즉석섭취식품 소비실태
조사대상자의 일반특성 중 성별은 남자가 42.4%. 여자가 57.6%였고, 연령은 각 연령대별로 비슷한 분포를 보였다. 즉석섭취식품의 구매동기는 편의성 때문이라고 답한 경우가 51.0%로 가장 많았고, 구매 장소는 슈퍼마켓, 대형할인마트나 백화점 식품매장에서 구입하는 경우가 67.6%로 가장 많았으며, 전체의 70.5%가 즉석섭취식품을 주로 식사대용으로 이용하고 있었다.
구매장소에 따른 소비실태 분석 결과, 슈퍼마켓이나 대형할인마트 식품매장에서 구입하는 경우 편의점에서 구입하는 경우에 비해 1인 1회 평균 구입가격이 유의적으로 높았다(p<0.01).
즉석섭취식품 선택속성 17문항의 요인분석을 실시한 결과, 4개의 요인으로 분류되었고, 요인 1은 음식의 질, 요인 2는 기호 및 가격, 요인 3은 편의성, 요인 4는 긍정적 평가로 명명하였다. 즉석섭취식품의 일반특성 및 소비실태에 따른 선택속성의 차이 분석 결과, 음식의 질적인 면을 가장 우선적으로 고려하고 있었고, 가격이 저렴한 경우 만족도가 유의적으로 낮았다.
즉석섭취식품 선호도를 조사한 결과 김밥류가 68.5%로 가장 높았고, 햄버거류가 27.8%, 초밥류가 27.1%, 샌드위치류가 26.1%, 튀김류 17.8%의 순이었고, 선택이유는 ‘필요시 구매 가능한 접근 용이성’, ‘음식의 맛’, ‘기호도 충족’ 때문이라고 답했다. 연령에 따른 만족도는 20대 학생이 30대보다 김밥(p<0.01)과 초밥(p<0.05)에서 유의적으로 높았고, 김밥은 편의점에서 구매하는 경우가 전문점에서 구매하는 경우보다 만족도가 유의적으로 높았다(p<0.05).
2. 식생활라이프스타일에 따른 즉석섭취식품 고객집단 분석
즉석섭취식품 고객군의 세분화를 위해서 식생활라이프스타일 16문항에 대한 요인분석 결과 요인 1은 건강식 지향형, 요인 2는 미식가 지향형, 요인 3은 편의식 지향형, 요인 4는 전통식 지향형의 4개의 요인으로 분류되었으며, 각 요인의 점수로 군집분석을 실시한 결과 2개의 집단이 도출되어 1군집은 전통식 지향성, 2군집은 편의식 지향성으로 명명하였다.
세분된 군집별 일반특성과 소비실태의 차이를 분석한 결과, 1군집은 가족과 함께 거주하는 경우가 2군집에 비해 많았고, 학력이 고졸이하인 비율이 다소 높았으며, 즉석섭취식품을 전문점이나 슈퍼마켓과 할인매장의 식품매장에서 간식용으로 주로 이용하고 있었다. 2군집은 미혼이고 혼자 생활하는 경우가 많았으며, 1군집에 비해 학력수준이 다소 높고, 즉석섭취식품을 편의점에서 주로 식사용으로 구매하고 있었다.
3. 즉석섭취식품 이용현황 분석
고객의 연령이 40대 이상인 경우 구매빈도(p<0.001), 선호도(p<0.01), 만족도(p<0.001), 재구매의사(p<0.001)가 유의적으로 낮았고, 미혼인 경우, 혼자 거주하는 경우, 1인 1회 평균 구입가격이 10,000원 이상인 경우에 구매빈도, 선호도, 만족도, 재구매의사가 유의적으로 높았다. 또한 월평균 외식비 지출이 높을수록 구매빈도와 선호도가 유의적으로 높았다(p<0.01). 구매동기가 ‘편의성’이나 ‘직접 만들기 어렵기 때문’인 경우 만족도가 유의적으로 높았고(p<0.05), 즉석섭취식품을 주로 친구와 소비하는 경우에 만족도가 유의적으로 높았으며(p<0.01), 식사용으로 사용하는 경우 구매빈도(p<0.001), 선호도(p<0.01), 재구매의사(p<0.01)가 유의적으로 높았다.
구매빈도, 선호도, 만족도, 재구매의사 간의 구조적 관계를 살펴본 결과, 구매빈도가 재구매의사에 미치는 총효과는 0.435, 선호도가 재구매의사에 미치는 총효과는 0.562, 만족도가 재구매의사에 미치는 총효과는 0.602로 만족도, 선호도, 구매빈도 순으로 재구매의사에 미치는 영향이 큰 것으로 분석되었다.
즉석섭취식품의 매출 증대를 위해서는 고객의 구매빈도를 증가시킬 수 있는 마케팅적 접근이 필요하며, 고객의 재구매의사를 증진시키기 위해서는 고객의 트랜드와 선호도를 지속적으로 모니터링해야 하며, 고객 만족을 극대화할 수 있는 제품개발과 지속적인 품질개선, 그에 따른 마케팅 전략의 개발이 필요하다고 판단된다.

다국어 초록 (Multilingual Abstract)

This study was executed in order to analyze the consuming propensity of the customers' purchasing ready-to-eat foods. The investigation for the study was executed from the 20th May 2007 until the 30th June 2007. Its object was the adult men and women whose age were over twenties. They had dwelled in the Daegu and Gyeongsangbuk-do area, and had experiences to purchase ready-to-eat foods.
Questionnaires were distributed to all the 480 people. Among them, 410 questionnaires were collected and applied to a statistical analysis. The SPSS statistical package was used for the statistical analysis and the technical statistics were produced for the customers' general characteristics. In addition, after executing the factor analysis of the food-related lifestyle, the clustering analysis was executed by using the factor points. Then, the cross-tabulation analysis and t-test were executed for the analysis of the characteristics of the customers' clusters. The path analysis was executed in order to verify a structural correlation between frequency of purchase, preference, satisfaction and intention to repurchase of ready-to-eat foods.
The results of the statistical analysis are as follows. The general characteristics of the customers were composed of several categories. Among them, gender was divided into 42.4% of male and 57.6% of female. Age was distributed into each age by a similar ratio. The most monthly average total income of the family was below 2 million won, 33.2%. The most purchase motivation of ready-to-eat foods was convenience, 51.0%. The most purchase places were supermarkets or large discount marts, 67.6%. The ratio of the substituting ready-to-eat foods for meal was 70.5%.
The result of analysis on the consumption practices of ready-to-eat foods of the customers according to purchase place illustrated significantly differences in the following items, namely, average expense per person each time(p<0.01), co-consumer(p<0.001), and age(p<0.05).
The factor analysis of the selection attributes on purchasing the ready-to-eat foods was analyzed and classified by four kinds of factors. Each factor was given a name, namely, food quality for factor 1, preference and price for factor 2, convenience for factor 3, and positive evaluation for factor 4. In the case of 'positive evaluation', to purchase in supermarkets or large discount marts and family as co-consumer were considered importantly, compared by in specialized and convenience stores and alone respectfully (p<0.05). According to purchase motivation, differences were significantly in 'food quality' and 'preference and price'(p<0.05). According to average expense per person each time, differences were significantly in 'preference and price' and 'convenience'(p<0.05).
The survey result of the kind and selection reason of preference on the ready-to-eat foods illustrated the following order, namely, 68.5% for kimbaps, 27.8% for hamburgers, 27.1 for sushis, 26.1% for sandwiches, and 17.8% for fried foods. Most ready-to-eat foods which have such high preference were the meal items except fried foods. Selection reasons were 'great access', 'taste of foods', and 'preference sufficiency'. According to age, the degree of satisfaction of students whose age were twenties was significantly higher in the kimbap(p<0.01) and the sushi(p<0.05) than thirties'. In the case of kimbap, to purchase it at the convenience stores had a significantly higher satisfaction degree, compared by at specialized stores (p<0.05).
In order to subdivide in details the customer groups of ready-to-eat foods, the clustering analysis was executed by using the result of the factor analysis of the food-related lifestyle. The result of the factor analysis of the food-related lifestyle illustrated four kinds of factors. Each factor was given name as follows: health oriented group for factor 1, taste-oriented group for factor 2, convenience-oriented group for factor 3, and tradition-oriented group for factor 4. The clustering analysis was executed by the points of each factor. Two groups were produced and named, namely, traditional orientation for 1 cluster and convenient orientation for 2 cluster. The result of the cross-tabulation analysis on the general characteristics of the subdivided groups illustrated that significantly differences were revealed in marital status, education level and family type. 1 cluster had more cases of dwelling with family, compared by 2 cluster, and was somewhat high in the ratio of high school or lower of its education level. 2 cluster had more cases of living alone, and its education level was somewhat high, compared by 1 cluster. 1 cluster purchased mainly ready-to-eat foods at specialized stores, supermarkets and discount food markets, and used chiefly them as eatings between meals. 2 cluster purchased mainly at the convenience stores and used chiefly them as meals. In the cases of purchasing of clusters, there were no differences in decision maker, purchase motivation, co-consumer and source of purchase information.
The results of analysis on the purchase of ready-to-eat foods according to the customers' characteristics were as follows. According to age, over forties was significantly low in frequency of purchasing (p<0.001). According to marital status, single was significantly high in frequency of purchasing, preference, satisfaction, intention to repurchase, compared by married (p<0.001). In the case of over university graduation, satisfaction and intention to repurchase were significantly high (p<0.01). Single was significantly high in frequency of purchasing (p<0.01), preference (p<0.05), satisfaction (p<0.05), intention to repurchase (p<0.05), compared by living with family. In the cases of 'convenience' and 'difficult to make directly by oneself', the purchase motivation of ready-to-eat foods was significantly high in satisfaction and intention to repurchase (p<0.05). In the case of over 10,000 won for average expense per person each time, frequency of purchasing, preference, satisfaction, intention to repurchase were significantly high, compared by below 10,000 won (p<0.05). In the case of friend as co-consumer of ready-to-eat foods, satisfaction was significantly high (p<0.01). In the case of purchasing ready-to-eat foods at meal time, frequency of purchasing (p<0.001), preference (p<0.01) and intention to repurchase (p<0.01) were significantly high, compared by purchasing them at eating time between meals.
The path analysis was executed in order to verify a structural correlation on frequency of purchasing, preference, satisfaction and intention to repurchase of ready-to-eat foods. The result of the path analysis illustrated that the total effect which frequency of purchase affected on intention to repurchase was 0.435 The total effect which preference affected on intention to repurchase was 0.562. The total effect which satisfaction affected on intention to repurchase was 0.602. With this result, we could know that an influence to be mad to the intention to repurchase in order satisfaction, preference, frequency of purchase was large.

목차 (Table of Contents)

• Ⅰ. 서론 = 1
• Ⅱ. 이론적 배경 = 4
• 1. 즉석섭취식품 소비실태에 관한 연구 = 4
• 2. 식품분야에서의 마케팅 조사 연구 = 8
• Ⅲ. 연구방법 및 내용 = 15
• 1. 조사 대상 및 기간 = 15
• 2. 조사 내용 및 방법 = 15
• 3. 자료 분석 및 방법 = 16
• Ⅳ. 결과 및 고찰 = 18
• 1. 즉석섭취식품 소비실태 = 18
• 1) 조사대상자의 일반특성 = 18
• 2) 즉석섭취식품 소비실태 = 20
• (1) 즉석섭취식품 소비실태 = 20
• (2) 즉석섭취식품 구매시 선택속성 = 25
• (3) 즉석섭취식품 선호도 조사 = 34
• (4) 즉석섭취식품 만족도 조사 = 36
• 2. 식생활라이프스타일에 따른 즉석섭취식품 고객집단 분석 = 38
• 1) 식생활라이프스타일 요인분석 = 38
• 2) 세분집단분류를 위한 군집분석 = 42
• 3) 세분화된 고객집단의 프로파일 = 44
• (1) 세분화된 고객집단의 일반특성 = 44
• (2) 세분화된 고객집단의 즉석섭취식품 소비실태 = 46
• 3. 즉석섭취식품 이용현황 분석 = 48
• 1) 고객 특성에 따른 즉석섭취식품 이용현황 분석 = 48
• 2) 즉석섭취식품 이용현황의 구조적 관계 규명 = 52
• (1) 즉석섭취식품 구매빈도, 선호도, 만족도, 재구매의사의 상관분석 = 52
• (2) 구매빈도, 선호도, 만족도가 재구매의사에 미치는 효과분석 = 54
• Ⅴ. 결론 = 58
• 참고문헌 = 61
• ABSTRACT = 78
• 부록 = 82
• 설문지 = 82