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Consumer Perception and Purchase Behavior of Han-gwa (Traditional Korean Confection) -Focus on Housewives in the Seoul and Gyeonggi area-

한과에 대한 소비자 인식 및 구매 행동 연구 -서울, 수도권 거주 주부들을 중심으로-

  • Lee, Jin-Young (National Academy of Agricuture Science, Rural Development Administration) ;
  • Kwon, Yong-Suk (National Academy of Agricuture Science, Rural Development Administration) ;
  • Choe, Jung-Sook (National Academy of Agricuture Science, Rural Development Administration) ;
  • Park, Young-Hee (National Academy of Agricuture Science, Rural Development Administration) ;
  • Lee, Hye-Won (National Academy of Agricuture Science, Rural Development Administration)
  • 이진영 (농촌진흥청 국립농업과학원) ;
  • 권용석 (농촌진흥청 국립농업과학원) ;
  • 최정숙 (농촌진흥청 국립농업과학원) ;
  • 박영희 (농촌진흥청 국립농업과학원) ;
  • 이혜원 (농촌진흥청 국립농업과학원)
  • Received : 2013.07.17
  • Accepted : 2013.12.02
  • Published : 2013.12.30

Abstract

This study investigated consumer perception and purchase behavior regarding Han-gwa (traditional Korean confection) in housewives residing in the Seoul and Gyeonggi area. This study was conducted by self-administered questionnaires. Out of 839 questionnaires, 713 questionnaires (85.0%) were used for statistical analyses including frequency analysis, the Chisquare, and one-way ANOVA. Based on the data collected, independence variables were divided less than 40 years (<40), 40s, 50 years or higher (50) by age. The major findings were as follows; Firstly, 72.1% of the total respondents had the experience of purchasing Han-gwa. Gangjeong was the most popular item among purchased. As the purpose of purchasing, holiday gift and snack was on the highest rank. Hypermarkets / discount stores (48.9%) was the most common place for the place of purchase. Secondly, there was a significant difference in the perception of Han-gwa by age; respondents aged 50 years or older showed more positive perception in Han-gwa in 3 factors among total of 11 factors. Thirdly, for the popularization of Han-gwa, 'too sweet taste (44.2%)' and 'small portion size (22.9%)' were pointed to be improved by respondents. Results of this study indicate that 1) Yu-gwa and Yak-gwa require new product development based on age segmentation, and health and food safety are important variables considered when housewives purchase Han-gwa.

Acknowledgement

Supported by : 국립농업과학원

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