수도권 대학생들의 고급아이스크림에 대한 인지도, 만족도 및 구매성향 평가 = Estimate on Recognition, Satisfaction and Purchasing Type for High Quality Ice Creams of University Students in Seoul·Kyonggi Area

다국어 초록 (Multilingual Abstract)

This study surveyed the university students in Seoul and Kyonggi area about their recognition, satisfaction, and purchasing types for high quality ice creams. In preference of high quality ice creams, 152 (40.2%) answered "moderate," and 200(52.9%) answered "likeable" or "very likeable," showing a very high preference. Ice creams were mostly consumed as a snack (30.0%), and 68.2% thought the difference in preference for ice creams according to age was "pretty a lot," whereas 10.6% responded with "a little bit" or "not at all," which signifies the influence of age on consumption of ice creams. Preferred food material when making ice creams were fruits (32.8%), followed by chocolates (28.8%), dairy (15.6%), and nuts (7.7%). Opinion on ice creams as unhealthy food was high (46.8%), and the most reason for frequent use of selected brand was "taste" (46.6%), and the other reasons were "variety" (16.1%), "advertisement" (14.1%), and "operating of chain shop" (10.3%). In overall satisfaction, 41.4% answered "somewhat satisfactory" or "very satisfactory" and only 9.8% answered "somewhat unsatisfactory" or "very unsatisfactory." Satisfaction construct was divided into nine sectors: nutrition, low calorie, functional, taste, color, variety, high quality, hygiene, and value. When these sectors were analyzed, "variety" was "somewhat satisfactory" or "very satisfactory," (74.2%) and "value" was "somewhat unsatisfactory" or "very unsatisfactory" (47.5%). In analysis of satisfaction factors according to sectors, the Cronbach's α value related to nutrition was 0.755, preference was 0.830, and image was 0.661. Desire for buying new high quality ice creams was "moderate" (35.4%), and the next was "quite a lot" (29.4%), showing that the interest and the desire of new high quality ice creams are high among the subjects. Among things to regard when buying ice creams, 39.2% answered "taste" was most important. When subjects were asked if they planned on revisiting an ice cream chain shop, 38.6% answered "quite a lot" or "very much," reflecting that the opinion on the image and the service of an ice cream chain shop are very good. As for the influence of seasons on the purchase of ice creams, "quite a lot" or "very much" were three times more with 51.6% than "quite little" or "very little" (17.8%) showing that the subjects were aware of the influence. Using experience of cafe type high quality ice cream chain shop was also three times more with 73.0%. Using these cafe type chain shops was a way to increase sales and to overcome the influence of seasons, and the best matching food for ice cream was cookie (51.3%).

목차 (Table of Contents)

• ABSTRACT(영문요약)
• List of Table(표목차) ⅰ
• Ⅰ. 서 론 1
• Ⅱ. 연구내용 및 방법 4
• 1. 조사도구와 조사대상 4
• 2. 조사자료의 분석방법 4
• Ⅲ. 결과 및 고찰 6
• 1. 조사대상자의 일반적 특성 6
• 2. 고급아이스크림에 대한 기호도 8
• 3. 고급아이스크림 및 브랜드에 대한 인지도 및 만족도 20
• 4. 고급아이스크림에 대한 구매 성향 38
• 5. 고급아이스크림 전문점에 대한 인식 및 겨울철 판매 전략 방안 47
• Ⅳ. 결 론 53
• V. 참 고 문 헌 56