Korean Journal of Food Science and Technology (한국식품과학회지)

Korean Society of Food Science and Technology (한국식품과학회)
권호 표지
DOI QR코드

DOI QR Code

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)
  • Received : 2010.10.29
  • Accepted : 2010.12.09
  • Published : 2011.02.28
Download PDF
⟨ Previous Next ⟩

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.

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.

Keywords

References

  1. Kim YJ, Han YS. The use of Korean traditional liquors and plan for encouraging it. Korean J. Food Culture 21: 31-41 (2006)
  2. Yoon SJ, Jang MS. Study on traditional folk wine of Korea in the central region of Korea-Seoul, Kyoaggi-do, Chungchung-do. Korean J. Food Culture 9: 341-353 (1994)
  3. Yoon SJ, Park DH. Study on traditional folk wine of Korea in the Southern region of Korea-Chulla-do, Kyungsang-do and Cheju-do. Korean J. Food Culture 9: 355-367 (1994)
  4. Kim IH, Park WS, Koo YJ. Comparison of fermentation characteristics of Korean traditional alcoholic beverage with different input step and treatment of rice and nuruk (Korean-Style Bran koji). Korean J. Food Culture 11: 339-348 (1996)
  5. Kim IH, Park WS, Koo YJ. Comparison of fermentation characteristics of Korean traditional alcoholic beverages prepared by different brewing methods and their quality changes after aging. Korean J. Food Culture 11: 497-506 (1996)
  6. Lee MK, Lee SW, Bae SM. The quality of yakju brewed from many kind of nuruk. J. East Asian Soc. Dietary Life 1: 99-111 (1991)
  7. Shin RS, Kim BC, Yang JY, Kim YD. Characterization of yakju prepared with yeasts from fruits - 2. Quality characteristics of yakju during fermentation. J. Korean Soc. Food Sci. Nutr. 28: 801-804 (1999)
  8. Lee SJ, Kim EH, Lee HG. Development of rice wines using Cornus officinalis and Scutellaria baicalensis, respectively by antioxidant activity tests. Korean J. Food Sci. Technol. 40: 21-30 (2008)
  9. Kim JH, Lee SH, Lee NM, Kim SY, Choi SY, Yoo JY, Lee JS. Manufacture and physiological functionality of Korean traditional liquor by using dandelion. Korean J. Appl. Microbiol. Biotechnol. 28: 367-371 (2000)
  10. Kim HR, Jo SJ, Lee SJ, Ahn BH. Physicochemical and sensory characterization of a Korean traditional rice wine prepared from different ingredients. Korean J. Food Sci. Technol. 40: 551-557 (2008)
  11. Kim HR, Kwon YH, Jo SJ, Kim JH, Ahn BH. Characterization and volatile flavor components in glutinous rice wines prepared with different yeasts of nuruks. Korean J. Food Sci. Technol. 41: 296-301 (2009)
  12. Kwon YH, Jo SJ, Kim JH, Ahn BH. Fermentation characteristics and volatile compounds in yakju made with various brewing conditions; glutinous rice and pre-treatment. Korean J. Appl. Microbiol. Biotechnol. 38: 46-52 (2010)
  13. Kim HR, Lee AR, Kwon YH, Lee HJ, Jo SJ, Kim JH, Ahn BH. Physicochemical characteristics and volatile compounds of glutinous rice wines depending on the milling degrees. Korean J. Food Sci. Technol. 42: 75-81 (2010)
  14. Lee SJ, Ahn BH. Sensory profiling of rice wines made with nuruks using different ingredients. Korean J. Food Sci. Technol. 42: 119-123 (2010)
  15. Afonso VLG, Darias J, Armas R, Medina MR, Diaz ME. Descriptive analysis of three white wine varieties cultivated in the Canary Islands. Am. J. Enol. Viticult. 49: 440-444 (1998)
  16. Fischer U, Roth D, Christmann M. The impact of geographic origin, vintage and wine estate and sensory properties of vitis vinitera cv. Riesling Wine. Food Qual. Prefer. 10: 281-288 (1999) https://doi.org/10.1016/S0950-3293(99)00008-7
  17. Heyman H, Noble AC. Descriptive analysis of commercial Cabernet sauvignon wines from California. Am. J. Enol. Viticult. 38: 41-44 (1987)
  18. Brochet F. Morrot G. Influence of the context of perception and wine cognitive and methodological implications. J. Inter. Sci. Vigne Vin. 33: 187-192 (1999)
  19. Folwell RJ, Moberg DA. Factors in retail shelf management impacting wine sales. Agribusiness 9: 595-603 (1993) https://doi.org/10.1002/1520-6297(199311)9:6<595::AID-AGR2720090606>3.0.CO;2-I
  20. Gil JM, Sanchez M. Consumer preferences for wine attributes: A conjoint approach. Brit. Food J. 99: 3-11 (1997) https://doi.org/10.1108/00070709710158825
  21. MacFie HJ, Bratchell N, Greenhoff K, Vallis LV. Designs to balance the effect of order of presentation and first-order carry-over effect in Hall tests. J. Sensory Stud. 4: 129-148 (1989) https://doi.org/10.1111/j.1745-459X.1989.tb00463.x
  22. Martínez C, SantaCruz MJ, Hough Gand Vega MJ. Preference mapping of cracker type biscuits. Food Qual. Pref. 13: 535-544 (2002) https://doi.org/10.1016/S0950-3293(02)00087-3
  23. Monteleone E, Frewer L, Wakeling I, Mela DJ. Individual differences in starchy food consumption: The application of preference mapping. Food Qual. Pref. 9: 211-219 (1998) https://doi.org/10.1016/S0950-3293(97)00070-0
  24. Santa Cruz MJ, Martínez MC, Hough G. Descriptive analysis, consumer clusters, and preference mapping of commercial mayonnaise in Argentina. J. Sensory Stud. 17: 309-325 (2002) https://doi.org/10.1111/j.1745-459X.2002.tb00350.x

Cited by

  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