IPA를 이용한 떡류 제품의 선택속성에 관한 탐색적 연구 : 경기도 이천시의 소비자를 중심으로

The purpose of this study is to explore what attributes are important for purchasing rice cakes, to identify the difference between the important before purchase and the satisfaction after purchase and to analyze the meanings of the attributes on an IP Matrix. In addition, this study aimed to find the differences among age groups. The structured questionnaire was used for consumers who have experience purchasing rice cake products. The research period was from August 6th to 20th, 2018, and a total of 217 questionnaires were collected in Icheon-si, Gyeonggi-do. Frequency analysis, exploratory factor analysis, reliability analysis, paired T-test, and IP Matrix analysis were carried out using the SPSS 21.0 statistical program. The results of this study are as follows. First, a total of nineteen selection attributes of rice cake products were developed through previous studies and consideration of experts and consumers opinions. Second, the most important factors in purchasing were confirmed to be taste, freshness, expiry date, texture, storage, purchase for return presents, and purchase for gifts. Third, the satisfaction level after purchase was somewhat lower than the importance level before purchase so that it has found that the attributes of taste, freshness, expiry date, texture, purchase for return presents, and purchase for gifts appeared in the main quadrantsⅠ and Ⅱ on the IP matrix. Fourth, the factors in the quadrant Ⅰ to Ⅳ were found to differ between the two groups by ages, implying a need of differentiated product development and of the establishment of sales strategies according to age groups. Finally, this study discussed the academic implications with comparing the previous studies and suggested some practical implications on the aggressive differentiation strategy based on the differences by age groups.