제품 출시 전 평가와 출시 후 매출 성과의 상관관계에 대한 연구 - 베이커리 제품을 중심으로 -

Abstract

The current study aims to define the relationship between the pre-launching evaluation of bakery products and their post-launch performance by studying satisfaction with product characteristics, price receptiveness and purchase intentions through product tasting. Based on such, pre-launch evaluation scores and post-launch performance figures were compared to provide an overall analysis of consumer purchasing behavior trends. Also, data was collected on post-launch consumer evaluations of the products in the fields of product satisfaction, purchase intension indices to examine their consistency with pre-launch evaluation. Results show that the shape, smell, texture and flavor of bakery products decided customers overall satisfaction and purchase intention, and that these factors do not have a notable effect on price receptiveness. Such demonstrates that price is not a largely important factor in purchase decisions for bakery products that are characteristically inexpensive. Next, due to a limited sample, a statistically significant relationship could not be found between bakery product performance and the main evaluation criteria of overall satisfaction, price receptiveness and purchase intention. However, examining the correlation coefficient shows that the relative sales ratio and overall satisfaction display a high correlation of .73, allowing the assumption that satisfaction in product sampling leads to better performance after launching. Additionally, the product sampling evaluation scores from consumers with purchase experience were compared to the general bakery product evaluation criteria of overall satisfaction, price receptiveness and purchase intention. Results showed that price receptiveness was ranked equally, displaying uniform results in pre-launch sampling and post-launch product performance. However, the pre and post- launch scores of overall satisfaction and purchase intention were inconsistent. Such results demonstrated that the small difference between evaluation scores among the sample products, the effect of some highly priced products in the sample, and somewhat exaggerated evaluations of the sample products due to their “healthy bread” concept affected customer’s purchase intentions and post-launch consumer evaluations. Lastly, after product launch, a study of the evaluations of experienced consumers of the differentiating factors of each product in the sample showed that most products received positive reviews for their unique characteristics. Overall, a high preference was noted regarding the concept of ‘healthy bread.’ Also, suggestions on ways to enjoy the products or other products that could be enjoyed together, as well as evaluations from friends and family as well were collected, demonstrating that satisfaction after product purchase is affected not only by product satisfaction but sampling environment as well.