The purpose of this study is to look at selection attributes for masstige in accordance with types of bakery and analyze preference rate of each type, and present suitable marketing direction. This study was executed by 300 consumer survey in Seoul and 223 data was used in analysis. The collected data are analyzed using SPSS(Statistical Package for Social Science)v 12.0. The results of the study are as follows:
There are six categories for selection attributes for masstige product of hotel bakery such as ambiance, introvert, image, sales promotion, price, human service, and extrovert. Among them, introvert (M=4.43) is valued most importantly. In the analysis result of selection attributes in accordance with demographic characteristics, gender, average monthly income, and education background had high attribute for price, and introvert regarding age, and store ambiance regarding education background had high attribute.