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논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 저널정보
- 한국조리학회 Culinary Science & Hospitality Research Culinary Science & Hospitality Research Vol.25 No.8(Wn.109)
- 발행연도
- 2019.8
- 수록면
- 170 - 182 (13page)
이용수
초록· 키워드
오류제보하기
This study is to identify consumer’s preference of Korean pickles by age for making a brand new Korean pickles and market segmentation using conjoint analysis. The number of respondents to the questionnaire was 440 and all the respondent were 20 years old. For statistical analysis, χ2-tests and conjoint analysis were used with SPSS Statistics (ver. 24.0). The reasons for the purchase and the requests of improvements by main purchasers of Korean pickles showed significant differences among age groups (p＜0.05). The request of the reduction in salty taste, turned out to be appearing strongly in all age groups. Among the selection criteria of Korean pickles, purchasers in their 20s put relatively high emphasis on ‘brand,’ purchasers in their 30s and 40s put more emphasis on ‘origin of ingredients,’ compared to other criteria while purchasers in their 50s and above 50s emphasized ‘packing materials’ more than other criteria. The product most preferred by the 20s and 40s was the one, which has no artificial seasoning flavor manufactured by small businesses using local food packaged in glass containers. The most preferred products by the age group of the 30s was the one with no artificial seasoning flavor manufactured by major companies using local food packaged in glass containers. The most preferred products by the age group of the 50s and over 50s was the one with no strong favor (i.e. not salty and not spicy) manufactured by small businesses with local food and packaged in glass containers. Difference in the preference of pickles by different age group and the differences in the purchasing behaviors by age group needs to be considered when identifying consumers’ brand-new needs, and developing new products and new markets, and establishing effective marketing strategies for those new products and new markets.
목차
ABSTRACT
1. 서론
2. 이론적 배경
3. 연구방법
4. 실증분석
5. 결론 및 시사점
REFERENCES
참고문헌 (35)
참고문헌 신청
Baek, S. Y., Jang, S. O., & Lee, Y. J. (2016). A study on the recognition and intake frequency of Pohang's local foods. Culinary Science and Hospitality Research, 22(5), 214-230.
Biehal, G., & Chakravarti, D. (1986). Consumer's use of memory and external information in choice, macro and micro perspectives. Journal of Consumer Research, 8(4), 382-405.
Choi, Y. J. (2012). A bibliographical study of Korean fan fried side dishes (Jeon) in Korean literatures before the 1900s. Korean Journal of Food and Cookery Science, 28(5), 629-639.
Gil, J. M., & Sanchez, M. (1997). Consumer preferences for wine attributes: A conjoint approach. British Food Journal, 99(1), 3-11.
Han, S. M. (2015). A review of marketing strategy research on changes in market environment. Journal of Korean Marketing Association, 30(1), 31-52.
Biehal, G., & Chakravarti, D. (1986). Consumer's use of memory and external information in choice, macro and micro perspectives. Journal of Consumer Research, 8(4), 382-405.
Choi, Y. J. (2012). A bibliographical study of Korean fan fried side dishes (Jeon) in Korean literatures before the 1900s. Korean Journal of Food and Cookery Science, 28(5), 629-639.
Gil, J. M., & Sanchez, M. (1997). Consumer preferences for wine attributes: A conjoint approach. British Food Journal, 99(1), 3-11.
Han, S. M. (2015). A review of marketing strategy research on changes in market environment. Journal of Korean Marketing Association, 30(1), 31-52.
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