Recognition and Importance-Satisfaction of Apple Processed Products

사과가공품의 인지도 및 중요도-만족도 분석

  • Huh, Moo-Yul (Department of Marketing Channel Management, Kongju National University)
  • 허무열 (공주대학교 산업과학대학 산업유통학과)
  • Published : 2010.02.28


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.


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