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브랜드 인지여부 및 친밀도가 시판 약주의 소비자 기호도에 미치는 영향

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

  • 이승주 (세종대학교 외식경영학과)
  • Lee, Seung-Joo (Department of Food Service Management, Sejong University)
  • 투고 : 2010.10.29
  • 심사 : 2010.12.09
  • 발행 : 2011.02.28

초록

서울시내 거주의 20대에서 40대 남녀 104명을 대상으로 시판 약주 10종에 대해 브랜드 친밀도를 조사하고, 브랜드정보 비노출 및 노출시의 소비자 기호도와 구매의사 정도를 파악하였다. 브랜드 친밀도 조사에서는 'baekse' 제품이 가장 높은 브랜드 친밀도를 나타내었고 다음으로 'cheongo', 'chrys', 'sooguk' 제품이 60% 이상이 "들어본 적 있다" 이상으로 응답하여 중간 정도의 인지도를 나타냈다. 그 외의 제품은 인지도가 매우 낮은 것으로 나타났다. 제품의 브랜드와 제조사 정보가 제공된 상태에서 평가가 이루어질 경우 전반적으로 브랜드 친밀도가 높은 제품에서 유의적인 점수 상승으로 나타났다. 브랜드 인지도가 낮은 제품의 경우 브랜드 노출여부가 평가에 영향을 미치지 않았다. 또한 전반적인 약주제품의 기호도가 낮게 나타난 점을 감안하여 향후 약주 관련 제품의 기호도 제고를 위한 제품 최적화 연구 및 브랜드 인지도 개선이 필요한 것으로 여겨진다.

키워드

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

과제정보

연구 과제 주관 기관 : 세종대학교

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피인용 문헌

  1. Analysis of Consumer Consumption Status and Demand of Rice-wine vol.42, pp.3, 2013, https://doi.org/10.3746/jkfn.2013.42.3.478
  2. Consumption of Alcoholic Beverages and Perception of Korean Cheongju vol.27, pp.2, 2017, https://doi.org/10.17495/easdl.2017.4.27.2.215
  3. Influences of intrinsic and extrinsic factors on consumer acceptance of orange juice using consumer liking testing and Kano analysis techniques vol.24, pp.5, 2015, https://doi.org/10.1007/s10068-015-0219-4
  4. Correlating Consumer Perception and Consumer Acceptability of TraditionalDoenjangin Korea vol.79, pp.11, 2014, https://doi.org/10.1111/1750-3841.12676
  5. Analysis of Consumer Consumption Status and Demand of Cheongju Using an Importance-Performance Analysis vol.34, pp.3, 2018, https://doi.org/10.9724/kfcs.2018.34.3.311