A study on the selection factors of dessert gift: focusing on offline dessert gifts

This study evaluates the factors affecting the selection and satisfaction of desserts as gift options. Since there is a distinction between buyers and the actual users of these gifts, buyers often experience significant anxiety during the purchase process. They consider various attributes of the product when selecting desserts as gifts. A total of 235 responses were deemed suitable for analysis. Statistical analyses for the study were performed by using the SPSS 21.0 software. The study identified four key characteristics influencing the selection of desserts as gifts: product appearance, product quality, price range, and product reputation. Among these, product appearance, product quality, and price range were found to have a positive effect on customer satisfaction. Furthermore, satisfaction was shown to have a positive effect on repurchase intention and word of mouth intention. This study highlights that the customers consider the appearance and quality of the desserts suitable for gifting. Therefore, marketers must emphasize these aspects in product presentation and incorporate them into marketing strategies to ensure they are remarkably expressed. Additionally, maintaining an appropriate price policy is important, as price range can also influence customer choice.