Journal of the Korean Society of Food Science and Nutrition (한국식품영양과학회지)

The Korean Society of Food Science and Nutrition (한국식품영양과학회)
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Analysis of Consumer Consumption Status and Demand of Rice-wine

약주에 대한 소비자의 소비실태 및 요구도 분석

  • Received : 2012.08.23
  • Accepted : 2013.03.11
  • Published : 2013.03.31
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Abstract

The purpose of this study was to analyze consumer consumption and product concept demands of Korean rice-wine. An online survey, conducted from April 28, 2010 to May 6 2010, targeted 200 consumers in Seoul and the Gyeonggi-do area. More than half of the respondents (51.3%) drank rice-wine because of the taste. The common reasons for dissatisfaction with rice-wine were hangovers (35.7%) and taste (16.9%). From analyzing rice-wine preferences, the most preferred ingredient was rice (57.8%), while the most preferred aroma and taste was derived from the fruit (48.7% and 58.4%, respectively). The most common methods consumers observed for promoting rice-wine consumption were the "development and management of rice-wine brands" (59.7%), and "continuous promotion" (44.8%). The most important attributes of a rice-wine product included its taste (4.60), followed by its quality (4.41) using 5-point Likert scale. An importance-performance analysis (IPA) was performed for the 17 attributes of rice-wine and identified targets for product management strategies, including the "usage of domestic ingredients", "ease of purchase", clarity of "product information", and "external image". Therefore, developing solid concepts in marketing strategy are required and may be achieved by understanding the consumer preferences and demands of rice-wine.

본 연구는 약주에 대한 소비자의 소비실태 및 요구도를 알아보기 위하여 소비자 200명을 대상으로 설문조사를 실시하였으며 154부를 회수하여(회수율 77%) 분석에 이용하였다. 남성과 여성이 각각 67명(43.5%), 87명(56.5%)의 비율이었고, 20대가 74명(48.1%)으로 평균 연령은 31.4세로 나타났다. 월 평균 소득은 100만원대가 47명(30.5%)으로 가장 많았고, 주류비를 포함한 월 평균 외식비는 40만원 미만이 97명(63.0%)으로 가장 많은 비율을 나타내었다. 약주 섭취 빈도는 월 1~2회(60명, 39.0%)이고, 주로 민속주점(81명, 52.6%)과 한식당(36명, 23.4%)에서 섭취하고, 맛(79명, 51.3%)과 주변의 추천(18명, 11.7%) 등의 이유로 섭취하는 것으로 나타났다. 약주의 만족도는 3.46으로 보통 이상의 만족도를 보였으나, 불만족 이유로 숙취(55명, 35.7%), 맛(26명, 16.9%), 가격(16명, 10.4%)이라 하여 소비자 불만족 요인 개선을 통한 만족도 증대가 필요할 것으로 사료된다. 약주에 대한 소비자의 제품 컨셉 요구도 분석 결과, 쌀류(89명, 57.8%)로 만든 과일 향(78명, 48.7%)과 과일 맛(90명, 58.4%)이 나는 약주를 선호하는 것으로 나타났으며, 향후 약주의 소비촉진 방법으로 약주 브랜드 개발 및 관리(92명, 59.7%)가 가장 중요하다고 응답하였다. 약주 1병(300 mL)에 대한 가격민감성 측정 결과 무관심가격(IDP)은 약 2,900원으로 약 32% 수준이며, 최저가격점(OPP)은 2,950원으로 나타나 소비자가 수용하는 약주 1병의 가격대는 1,950원~4,800원인 것으로 형성되었다. 약주 제품 속성에 대한 IPA 결과, 집중적인 관리가 필요한 영역에 국산원료 사용여부, 구매 용이성, 정보 제공, 외관 속성이 위치하여 이에 따른 유통채널 확대, 홍보 등의 전략이 필요할 것이다. 또한 소비자는 약주와 어울리는 음식을 즐기고, 기분전환을 위해, 친목 도모를 위해 약주를 구매하는 것으로 나타났다. 따라서 소비자의 요구도에 알맞은 약주 컨셉 개발과 더불어 소비 실태 및 구매 동기를 파악하여 소비자의 만족도와 소비 증대를 위한 전략 수립이 필요할 것이다.

Keywords

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