男子大学生にとってのコンビニデザート

－コラージュ法によるアプローチ－

抄録

This study was undertaken to identify the perceptions of male college students in their 20s about dessert products sold at convenience stores.
The study elicited the following two findings. First, four "roles" are served by dessert products. Convenience store desserts can be consumed as a "snack for one" that allows a young man to eat freely while moving from one place to another. Another role served by such a dessert is "fun food", which fulfills a young man's desire to eat fancy sweets with his girlfriend on a date. Meanwhile, desserts alone satisfy such roles as a "time spending tool" that facilitates casual conversations with male friends and as "confectionery to explore", which are premium desserts that a young man cannot normally afford but wishes to eat with his girlfriend.
The second finding is the direction of the product planning for convenience store desserts. The future development of a "fun food" might be anticipated. More specifically, improving the dessert display while maintaining "affordable prices" and "reduced fear of calories", which are strengths of convenience store desserts, will be necessary in the future.