대학생의 즉석섭취식품 소비실태와 선택속성

Abstract

The principal objective of this study was to assess the consumption practices and selection attributes of university students with regard to ready-to-eat foods (RTE). A survey was administered, using questionnaires, to 200 university students. A total of 188 of the questionnaires proved usable, resulting in a response rate of 94.0%. Statistical analyses were conducted using the SPSS package program(version 12.0 for Windows). The results of the statistical analyses were as follows. The most frequently reported motivation for the purchase of RTE was convenience, at 84.1%. The ratio at which RTE were substituted for a meal was 69.1%. The validity of the 24 features was evaluated via factor analysis. Six total factors were identified as follows: 'Factor 1. Food quality', 'Factor 2. Package and Brand', 'Factor 3. Accessibility and convenience', 'Factor 4. Preference', 'Factor 5. Purchasing experience of the past', and 'Factor 6. Propriety of price and consistent food quality'. Women considered 'Preference' and 'Propriety of price and consistent food quality' more important than did men (p<0.05). Students who frequently used convenience stores to buy RTE considered 'Food quality' and 'Propriety of price and consistent food quality' less important than did others who used big discount stores or specialized stores. As a consequence, the selection attributes of RTE were influenced by the demographic characteristics and purchasing environment of consumers. For this reason, RTE marketers should focus their marketing efforts and formulate strategies toward the satisfaction of customers' needs.