Korean journal of food and cookery science (한국식품조리과학회지)

Korean Society of Food and Cookery Science (한국식품조리과학회)
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Analysis of Consumers' Present Use and Future Demand of Traditional Korean Liquors

전통주에 대한 소비자의 이용 현황 및 요구도 분석

  • Kim, Ji-Young (Faculty of Food Service and Technology, Catholic University of Daegu) ;
  • Park, Geum-Soon (Faculty of Food Service and Technology, Catholic University of Daegu)
  • 김지영 (대구가톨릭대학교 생명식품학부 외식산업학과) ;
  • 박금순 (대구가톨릭대학교 생명식품학부 외식산업학과)
  • Received : 2013.08.13
  • Accepted : 2014.02.10
  • Published : 2014.02.28
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Abstract

The purpose of this research was to exam the recognition and use for traditional Korean liquors and to consider the problems of traditional liquor businesses and the plans for its popularization. This study was conducted with 411 adults of 20 years old and above, all of whom lived in the Daegu and Gyeongbuk Provinces. According to the survey, females were higher than males(49.6%) by 50.4%, and ages 20 was the highest. With regards to what kind of liquor they enjoyed, the consumers enjoyed soju the most, followed by beer and traditional Korean liquors. The favorite liquor of the men was soju, followed by beer and traditional Korean liquor, and the women mostly liked beer, followed by soju and wine. An important-performance analysis (IPA) was performed for 17 attributes of traditional Korean liquor and identified the targets for product management strategies, including 'Variety', 'Functionality', 'Extended Recognition' and 'Healing hangovers'. The recognition of traditional Korean liquor was high in the order of takju, Fruit wine, Chongju, Yakju, Distilled soju, and Distilled liquor. As a result, the developing solid concepts of marketing strategy are required and may be achieved by understanding the consumer preferences and demands of traditional Korean liquors.

본 연구는 대구 경북지역 20세 이상 성인 411명을 대상으로 전통주의 이용 현황 및 소비자의 요구도를 분석한 결과로 조사 대상자는 남자 204명, 여자 207명, 20대 29.9%, 30대 26.5%, 40대 20.7%, 50대 이상이 22.9%였으며 기혼이 51.8%로 미혼보다 많았다. 소비자들이 즐겨마시는 술은 소주, 맥주, 전통주, 와인, 양주 순으로 나타났으며 좋아하는 술은 소주, 맥주, 와인, 전통주, 양주 순이었다. 좋아하는 전통주는 탁주가 가장 높았으며 섭취 빈도는 특정한 날 많이 마시며 집에서 음용하는 경우가 많았다. 전통주에 대한 인지도 및 기호도가 높은 것은 탁주가 남녀 모두 가장 높게 나타났으며 전통주에 대한 소비자의 요구도에 대하여 IPA 분석 결과 다양성, 기능성, 숙취해소, 인식확대에 대한 개선 및 개발이 요구되어 졌다. 전통주에 대하여 대부분의 조사대상자들이 전통주에 대하여 관심이 많으며 소비전망도 긍정적인 의사를 가지고 있는 것으로 나타났다. 한 편 맛있으면서도 외국 주류에 결코 뒤떨어지지 않는 맛이라고 하였으나 두통 및 숙취와 같은 부작용으로 전통주 음용에 장애요인으로 나타났다. 현재 전통주에 대한 정부의 관심과 지원이 고조되고 탁주와 저도수 선호 추세 및 웰빙 트렌드 등으로 높은 성장세를 보이나 전통 고유의 맛을 유지하면서 새로운 맛과 다양성 및 기능성이 가미된 전통주 개발이 필요하리라 사료된다. 또한 대중화 요인에서 가장 시급했던 인식 확대 및 전통주에 대한 올바른 교육의 필요성을 살펴볼 때 전통주 개발 이전에 소비자의 요구와 기대에 적합한 전통주 컨셉을 파악하여 다양한 홍보와 마케팅을 수립하여 소비 및 판매를 촉진시키는 연구가 필요할 것이다.

Keywords

References

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