부산지역 여성소비자들의 쇼핑스타일에 따른 시판소스의 구매행동 변수

• 영문명: Purchasing Behavior Variables of Market Sauces According to Shopping Style of Woman Consumer in Pusan
• 발행기관: 한국외식경영학회
• 저자명: 서경미(Seo Kyung Mi)
• 간행물 정보: 『외식경영연구』10권 2호, 139~153쪽, 전체 15쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2007.06.30

영문 초록

The purpose of the study was to understand Purchasing Behavior Variables of Market Sauces According to Shopping Style of Woman Consumer. For the study, the questionnaire was composed of six of demographic characteristics, 24 of shopping pattern, and 18 of purchasing decision variables. 260 of samples who was taking the cooking class in private cooking institute and well fare center women shopper resident in Busan selected. The period of the research was continued 1st of Oct ~ 20th of Oct 2005. 260 of questionnaires was distributed, and 240 was returned. In those of them, 233 questionnaires were analyzed. To know the shopping style, the factor analysis were used. To derive the factors, verimax rotation method, principal component analysis were adapted. From the results of the factor analysis, three of purchasing patterns was derived, and named as shopper-holic, logical shopper, and brand royalty shopper. From the result of the regression analysis was as followed. In case of the shopper-holic group, the package design variable was the highest effected. the package material, and the price variables was effected highly on logical shopper group. In case of the brand loyalty shopper group, brand, the children's preference, the package's convenience were highly effected.

목차

ABSTRACT

Ⅰ. 서론

Ⅱ. 연구설계

Ⅲ. 결과 분석

Ⅳ. 결론

참고문헌

키워드

Suce product Sopping style Purchasing behavior variable