Recognition and Importance-Satisfaction of Apple Processed Products

사과가공품의 인지도 및 중요도-만족도 분석

  • Published : 2010.02.28

Abstract

The purpose of this study was to analyze consumer recognition, perceived importance, and satisfaction to create a new apple processed product and to promote its consumption. Data were collected from 527 men and women living throughout Korea through a self-administrated questionnaire. Frequencies, one-way analysis of variance, and Duncan's multiple range were conducted using SPSS v. 17.0 software. Recognition of juice and drinks, milk and dairy products, apple jam, and seasoning was high, while that of the other products was low. Consumer perceived importance of products was higher than consumer satisfaction of products. Quality preservation attributes were sanitation, taste, flavor, place of origin, and convenience of purchase. Attributes for improved consumer post-purchase satisfaction after purchasing were content of apple, quality of apple, price, and certificate of quality. The attributes of content of apple and certificate of quality were statistically different by consumer age.

Keywords

recognition;importance;satisfaction;attributes

References

  1. Youn KS, Kim SD. 1999. The status of production and processing of fruits and new processing technology. Korean J. Food Preservation, 6(4):521-529
  2. Cho SH, Kim SY. 2006. Factors influencing the frequency of consumer purchasing prunus mume products: an ordered probit analysis. Korean J. Agricultural Economics, 47(4):17-32
  3. Choi YH, Lee SJ. 2005. A survey on uses, preference and recognition of apple. Korean J. Food Culture, 20(2):204-213
  4. Kim IS. 2006. A study on the consumers' use of processed food of prunus mume and development. Masters degree thesis. Yeungnam University
  5. Kim SY, Kim SR, Cho SH. 2006. Consumer demand and preference for prunus mume products. Korean J. Agricultural Management and Policy, 33(4):912-930
  6. Hur YJ. 2008. Research on consumer behavior on apple products. Masters degree thesis. Sookmyung Women University
  7. Kim JS. 2008. Agriculture and stockbreeding food technology. Hyoil press
  8. Choi JH. 2004. The trend and prospect of apple business in USA. Korea rural economic institute
  9. Han SY, Kim HR, Yoon SM. 2008. A study of evaluation on choice attributes of movie theater, using importance-performance analysis: a case of major multiplexes in Seoul. J. Hospitality and Tourism Studies, 10(1):252-271
  10. Martilla JA, James JC. 1977. Importance-performance analysis. J. Marketing, 4(1):13-17
  11. Oh MJ. 2007. Agricultural Food Processing. Sun-jin press
  12. Kim KP. 2007. The trend and prospect of supply and demand of fruit. The agricultural prospect in 2007. Korea Rural Economic Institute
  13. Kim SO, An KW, Kim MH, Shim JH. 2007. Evaluating some influential factors on consumers' purchasing decisions of environment-friendly agricultural products (EAP) using importance-performance analysis (IPA). Korean J. Organic Agriculture, 15(4):339-353