이 연구의 목적은 소득에 따른 베이커리 제품 구매 속성과 형태에 대해서 조사하였으며, 일반적인 사항에서 전체 1,235명 중에서 여성이 59.6%, 남성이 40.4%로 여성이 남성보다 다소 많았다. 베이커리 제품 구매 속성에서 ‘건강관심형’이 40.0%로 가장 많았고, 거주지에서는 대도시 거주자가 ‘맛 관심형'이 35.8%인 반면에 중소도시 거주자는 ‘건강 관심형'(p<0.001)의 45.4%로(p<0.001), 소득이 높을 수록 건강에 대한 관심이 높았다(p<0.001). 베이커리 제품을 구매하는 소비자들은 ‘맛’ 67.1%, ‘영양’ 13.7%, ‘가격’ 7.8% 순으로 거주지에 따라 유의한 차이를 나타내었다(p<0.01). 베이커리 이용형태에서는 프랜차이즈 베이커리가 71.1%, 윈도우 베이커리 14.6%, 인스토어 베이커리 8.4%였다.

The purpose of this study was to analyze the difference in bakery choice attributes according to consumers' general characteristics and purchasing behavior. Among 350 questionnaires distributed to bakery consumers, 277 complete questionnaires (79.1%) were analyzed. Bakery choice attributes were classified into five factors: "environment and image", "bakery product features", "location", "employee service", and "price and sales promotion"; the mean scores of these factors' importance levels were 3.59, 3.58, 3.49, 3.36, and 3.00, respectively. Males considered 'employee service' factor significantly more than did females. Further, the importance level of 'employee service' factor was significantly greater as consumer's age increased. The importance levels of 'bakery product features' and 'employee service' factors were considered significantly more by consumers who spent KRW10,000-15,000 than those who spent KRW5,000 or less. 'Price and sales promotion' was considered to be more important by consumers who obtained information from the Internet than from the TV and radio. 'Location' factor was considered to be more significant as purchasing frequency increased. Such differences in importance level of bakery choice attributes according to consumers' gender, age, job, and purchasing behavior should be considered and applied to the development of marketing strategies targeted at consumers.