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Effect of Brand Recognition and Familiarity on Consumer Preferences for Commercial Rice Wines (yakju)

브랜드 인지여부 및 친밀도가 시판 약주의 소비자 기호도에 미치는 영향

  • Lee, Seung-Joo (Department of Food Service Management, Sejong University)
  • 이승주 (세종대학교 외식경영학과)
  • Received : 2010.10.29
  • Accepted : 2010.12.09
  • Published : 2011.02.28

Abstract

The objectives of this study were to investigate the effects of brand familiarity and brand recognition on the acceptance of 10 commercial Korean rice wines (yakju). For the consumer preference testing, 104 rice wine drinkers (males, 56; female, 48) from their 20's to 40's were recruited. Consumers first rated the preferences and purchasing intent of the samples without accompanying information about each sample. During a break, brand familiarities and demographics were surveyed. The consumers then rated the preferences and purchasing intent with information about each sample. An analysis of variance was constructed to evaluate the effect of gender, age, and samples on the liking and purchasing intent of the rice wine products. Significant differences were observed for the likings and purchasing intents among the 10 samples with and without brand information, respectively. A paired t-test was performed to evaluate the effect of brand recognition between with and without brand information. A significant effect of brand recognition was confirmed, particularly for the samples with higher levels of brand familiarity. Internal preference mapping was performed to understand the overall relationships between each consumer's liking of the 10 samples with and without brand information. Acceptance tended to shift toward more familiar products when the information was presented.

Keywords

consumer preference;Korean rice wine (yakju);preference mapping;brand familiarity

Acknowledgement

Supported by : 세종대학교

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