This research aimed to clarify the concept referred to by and the meaning of the term “Frozen Bakery Product”; which is currently being used ambiguously and discretionally. Furthermore this study aimed to understand the production and supplication...
This research aimed to clarify the concept referred to by and the meaning of the term “Frozen Bakery Product”; which is currently being used ambiguously and discretionally. Furthermore this study aimed to understand the production and supplication methods, as well as the state of affairs for bakery product usage rates food and beverage department within the hotel industry. Additionally, this study attempted to compare the perception of bakery products, which are directly produced by the bakery product professionals in hotel kitchens, with the perception of frozen bakery products, which are mass produced; and to analyze them for the purpose of estimating the expansion potential of frozen bakery products’ application and suggesting possible a strategy for such expansion.
First and foremost, in order to clarify the conceptual structure of the frozen bakery products, the Delphi technique was used. Eighty-three experts were chosen as the survey subjects and the survey was carried out 3 times from August 4th to 31st in year 2014(response rate: 77% for the first examination, 71.9% for the second, 84.8% for the third).
Next, to develop an understanding of recent state of affairs for frozen bakery products, in-depth interviews were conducted with 5 professionals from July 1st to August 1st of 2014. Additionally, a survey aimed at eliciting the current usage state and the perception of frozen bakery products in hotels; was distributed to 1000 employees in the 70 3-star, 4-star, and 5-star hotels in Seoul, Gyeonggi, Incheon, Busan, and Jeju areas during October 10th to December 1st in the year 2014. Six hundred and fifty-five surveys were received from 45 hotels(response rate: 65.5%) and were used as data for analysis.
The specific details of this research were as follows:
Part 1. The construction of the concept of frozen bakery products
Firstly the group of professionals’ opinion that suggested “Naeng dong je gwa Je ppang je pum(냉동 제과제빵 제품)” as the appropriate Korean term for “frozen bakery products”, was accepted.
Second, the Korean definition of frozen bakery product was set as “all bakery products that have an extended expiration date while maintaining their original taste, texture, a certain format and quality, by application of rapid freezing technology at a specified point in the production process; and products which heighten the management efficiency of the final marketer or enables the final consumer to buy the items in a frozen state so that they can be conveniently prepared and eaten at the desired time and place through a simple cooking process.”
Third, it was decided that, as a result of the classification of frozen bakery products, that the term encompasses: “products that are thawed and baked after going through fermentation (ready to prove)”, “products that are thawed and baked without fermentation (ready to bake)”, “products that are thawed and offered without being baked(thaw and serve)”, “whole products that have completed the process of thawing, fermenting, and baking and are sold (ready to eat)”, and “products that are used as ingredients for production after thawing (thaw and make)”
Part 2. Analysis of the state of the common perception regarding frozen bakery products and their usage in hotels
First, an analysis on the usage of frozen baked products in the surveyed hotels showed that generally there was a higher usage rate of self-produced products, compared to frozen products. In particular, the usage proportion of self-produced products in the bakery shops was notably high.
Second, an inquiry in to the frequency at which self-produced products and Frozen Bakery Products are offered, and a likewise inquiry into customer preference from the perspective of the providers, revealed that it was most common for both kinds of products to be available at all times(p<.001), and the preference for self-produced products appeared to be higher than that for frozen bakery products(p<.001).
Third, an analysis of the preference, due to the form of bakery products, showed that the most preferred were self-produced products, then imported frozen bakery products, followed by domestic frozen bakery products. An analysis of the underlying reason beneath these preferences, according to the form of the bakery product, showed that the top 3 reasons for preferentially choosing the self-produced products were: “They have great flavor”, “They reflect the level of our company’s food”, and, “They suit the Korean tastes”. The reasons that imported frozen bakery products were preferentially chosen were: “They have great flavor”, “They have good manufacturing processes” and, “Their prices are reasonable.” The reasons that domestic Frozen Bakery Products were preferentially chosen were: “Their prices are reasonable”, “The quality of their taste is acceptable” and “They suit Korean tastes”.
Fourth, an analysis of the gap between expectation and satisfaction on the properties of frozen bakery products showed that the properties which had the largest gap between expectation and satisfaction were: “There are a variety of products”, “There are a variety of designs”, “They adequately reflect worldwide trends”, “Their prices are reasonable”, “They have good flavor”, “The shelf life is acceptable”, “They reflect commercial preferences”, “They can be stored easily”, and “They are safe according to hygienic standards”(p<.001).
Fifth, in the graph illustrating the difference in the perceived satisfaction and expectation for frozen bakery products, in which the axis X represented satisfaction and axis Y expectation, it appeared that the items in quadrant A, which stand for “There are a variety of designs” and “There are a variety of products” had high a expectancy rate and low satisfaction rate; and seemed to be fields which in need of a concentrated improvement effort for.
Sixth, according to the analysis of the different perceptions regarding the properties of frozen bakery products according to the current condition of the hotel management, a high expectation rate appeared in the hotel groups with the size of more than 300 guest rooms, more than 6 banquet halls, and more than 31 banquets per month(p<.001), and a high satisfaction rate appeared in hotel groups with more than 6 banquet halls and more than 31 banquets per month(p<.001).
Seventh, the study regarding how frozen bakery products were perceived depending on the attributes of the participants of the study showed that, while it generally appeared the business administration division had high expectation rates for the easiness of the production method and the price’s suitability(p<.001), the cooking division had no items which had high expectation rates.
Eighth, a results of the factor analysis proved the validity of the 27 attributes of frozen bakery products, showed that the attributes were categorized as four factors, which were given the names: “appearance value”, “commercial value”, “sensory value”, and “convenience value”.
Ninth, a regression analysis showed that “commercial value”, “convenience value”, and “appearance value” had positive effects on the overall satisfaction(p<.001).
Tenth, the result of the study on the perceived possibility of extension for frozen bakery product usage according to the state of affairs of the management of hotels, showed that a high sense of awareness was found both in hotel groups with less than 300 guest rooms and hotel groups with more than 500 guest rooms(p<.001), especially in the analysis of the difference in the perceived possibility of extension due to the number of guest rooms,
Eleventh, in the survey to determine perception regarding the possible extension of frozen bakery product usage according to the attributes of the survey’s subjects, there were many qualities that were identified as important in both the business administration and management departments(p<.001). Furthermore, the satisfaction of the client, the company and the subject himself, from the perspective of the provider, was of significant importance(p<.001). Meanwhile, workers in the food preparation division as well as those engaged in office jobs had doubts regarding the possibility of the expansion of application and consumer satisfaction of these products.
Twelfth, in the survey assessing the marketability prospects of frozen bakery products according to the present state of management, it was found that the perception of such prospects was based upon size factors such as the number of guest rooms, the number of banquet halls, and the number of monthly banquets(p<.001).
Finally, there was an analysis of perceived difference in marketability prospects according to the attributes of the survey’s subjects, which was conducted as subjects were divided into three groups: the food preparation staff, business administration personnel, and experts. It showed that generally the business administration personnel had several qualities which they considered to be important(p<.001), while of the qualities pertaining to marketability, the food preparation staff valued only, “A development of a variety of menus for frozen bakery products is necessary”(p<.001).
Combining the aforementioned results, the concept of frozen bakery products has been established and the resulting strategy for market expansion has been derived. Therefore, hotels need to focus on the variety of products and advances in desired product quality. However, there was found in the analysis a necessity for discriminative approaches and application of strategy according to hotel size. Furthermore, it was determined that a strategy was needed in which, by accenting the properties that are presently exceeding expectations, the positive perception of and marketability expectations for frozen bakery products are heightened. The results of this study are deemed to be suitable as future general guidelines for fields related to frozen bakery products; and are also considered to be a contribution towards the development of a means of strengthening the general management policy of frozen bakery products.
참고문헌 (Reference)
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