A Study on Difference Analysis of the Purchase Practices and Consumer Satisfaction of Frozen Bakery Products for Home Baking

Changes in the social environment have increased interest in home-baked frozen bakery products, and managers need to continuously understand the evolving demands of consumers. This study analyzes the purchasing behavior of home-baked frozen bakery products according to general consumer characteristics and aims to aid in understanding consumers and developing effective marketing strategies for companies by examining consumer satisfaction. A total of 266 evaluators conducted a difference analysis based on the data, presenting various results. First, awareness of home-baked frozen bakery products was found to differ according to gender and occupation. There were differences in type of use and purchase cost based on gender, and differences in purchase intention, selection criteria, purchase frequency, type of use, and purchase information source based on age. There were also differences in purchase intention and purchase information source based on marital status, and differences in purchase intentions, types of use, and purchase information sources based on occupation. In addition, the purpose of purchase and purchase frequency differed depending on family size. Second, there were differences in awareness and purchase convenience based on gender, and product diversity, and overall satisfaction based on age. Marital status affected differences in expiration dates, product diversity, and overall satisfaction, while occupation impacted awareness levels, price, quality, package, expiration date, product diversity, and overall satisfaction. These results provide managers with basic data on the importance of developing customized products and the direction of differentiated marketing strategies.