나홀로 맥주소비자의 구매동기와 선택속성 간 관계분석 - 국내와 국외 맥주 선호자간의 차이를 중심으로 -
The Analysis of the Relationship between Consumer’s Purchase Motivations and Selection Attributes for Myself Generation - Focusing on Differences between Domestic and Foreign beer Preferences -
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The purposes of this study were to identify the relationships between domestic and foreign beer references for myself generation after separating domestic and foreign beer references among myself generation, and attempted to compare the differences of beer purchase motivations and selection attributes for Myself generation. From the collected data, here is the result of the factor analysis, canonical correlation analysis. First, from the factor analysis, 3 factors of beer purchase motivations are self-needs satisfaction, self-value enhanced, social motivation and 5 factors of beer selection attributes are social reputation, body of beer, information, materials, marketing. second, the result of relationships between beer customer’s beer purchase motivation and selecntion attributes for the myself generation through canonical correlation analysis has statistically significant corelation between domestic and foreign beer references, so hypothesis 1 is accepted. Last, there is the differences through comparative analysis of the directly correlation and absolute value between beer purchase motivation and beer selection attributes of the domestic and foreign beer references among the myself generation, so hypothesis 2 is accepted. According to the result, this study provided the based research about myself generation on the brand new culture of food service industry and more managerial baseline data for the future marketing as the deducted the differences between beer purchase motivation and beer selection attributes of the domestic and foreign beer references for the myself generation.
Abstract
The purposes of this study were to identify the relationships between domestic and foreign beer references for myself generation after separating domestic and foreign beer references among myself generation, and attempted to compare the differences of beer purchase motivations and selection attributes for Myself generation. From the collected data, here is the result of the factor analysis, canonical correlation analysis. First, from the factor analysis, 3 factors of beer purchase motivations are self-needs satisfaction, self-value enhanced, social motivation and 5 factors of beer selection attributes are social reputation, body of beer, information, materials, marketing. second, the result of relationships between beer customer’s beer purchase motivation and selecntion attributes for the myself generation through canonical correlation analysis has statistically significant corelation between domestic and foreign beer references, so hypothesis 1 is accepted. Last, there is the differences through comparative analysis of the directly correlation and absolute value between beer purchase motivation and beer selection attributes of the domestic and foreign beer references among the myself generation, so hypothesis 2 is accepted. According to the result, this study provided the based research about myself generation on the brand new culture of food service industry and more managerial baseline data for the future marketing as the deducted the differences between beer purchase motivation and beer selection attributes of the domestic and foreign beer references for the myself generation.
참고문헌 (49)
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