청소년들의 가공식품 구매행위

Abstract

The purpose of this study is to understand variables that effect adolescent consumers' purchasing behavior through survey method and to find out how these variables aggect the purchasing patterns. Specially, this study is aimed at offering the basic data which reflects marketing strategies of food enterprises. Further more, this data can be used to analyze adolescent consumerts' behavior through observance of purchasing patterns. 781 Adolescents from 5 middle and high schools in Seoul, Suwon and Sungnam responded to the questionnaire, the data of the survey was obtained by using the SPSS statistics package, the analysis of the classified questions was obtained by using frequency analysis and the relations of the major variables about purchasing behaviorwere obtained by multiple regression analysis. Moreover, the correlation analysis between the dependent and independent variables related to purchasing behavior were carried out simultaneously. The results and implications of this study are as follows: 1. Adolescent consumers were more influenced by advertisements of mass media (TV. radio) as opposed to other forms of marketing. Because the advertisements connected with consumer socializing motives, materialism and purchasing behavior, advertisers who pronounced truthful information to sensitive adolescent were more successful. By using function of mass media to communicate information and effectively persuade the public by emphasizing the advantage of their goods with their marketing. Because of the purchasing behavior, advertisers who pronounced truthful information to sensitive adolescent were more successful. By using function of mass media to communicate information and effectively persuade the public by emphasizing the advantage of their goods with their marketing strategies, some companies were more successful than others. 2. Adolescents responded that tastes is a very important factor when purchasing foods and that nutrition and safety are less considered. Hence, enterprises will likely make plans to emphasize the use tastes when advertising. In right of this finding, perhaps the government should strengthen its strategy of education about reasonable purchasing behavior regarding nutrition since it is a major factor of good health. Besides cost and distribution period, the comprehension and reliance of the contents of product labels should be increased through increased education. And it should teach consumers a reasonable purchasing guide by comparing information among the different labels. 3. Adolescent consumers were more sensitive to factors of external shapes and visual factors such as packaging, coloring and the design of goods when they buy foods. So the enterprises exploit these purchase influences when marketing. In other words, the enterprise should pursue a marketing strategy which ca attempt enlargements of favor and service while developing a variety of goods which catch hold of consumers' needs in addition to segmenting the markets. 4. Adolescents showed a tendency toward preferring their opinions over their parents' opinions when deciding on a purchase. They also shouwed patte of buying impulsively and havitually. This finding reflects that adolescents generally valued individualism. This also shows why they play a role as opinion leader when their families decide to purchase goods, and the thoughts and buying behavior which is formed in this period have an important effect on their whole life. So the enterprises should understand their individualism and accordingly plan an effective segment marketing strategy. Also, Government sponsored education is needed to make adolescents learn the sound purchasing skills. Enterprises should also pursue consumer enlightenment to help them use informations objectively through cooperating with nonprofit organizations.