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Comparison of Perception on Probiotics and Dietary Behavior according to the Probiotics Ingestion Experience - focus on Consumers in Metropolitan Areas -

프로바이오틱스 섭취경험에 따른 제품인식 및 식행동 비교 - 수도권 지역 소비자를 중심으로 -

  • Cho, Wookyoun (Department of Food and Nutrition, Gachon University) ;
  • Yeom, Ok Kyoung (Department of Clinical Nutrition, Gachon University Graduate School of Professional Therapy) ;
  • Lee, Kyung-Ran (Department of Food and Nutrition, Ansan University)
  • 조우균 (가천대학교식품영양학과) ;
  • 염옥경 (가천대학교특수치료대학원임상영양학과) ;
  • 이경란 (안산대학교식품영양과)
  • Received : 2018.10.01
  • Accepted : 2018.12.11
  • Published : 2018.12.31

Abstract

This study analyzed consumers' recognition and demand for probiotic products and dietary and living habits according to their probiotics ingestion experience to provide information on the development of probiotic products and marketing strategies in the health functional food-related industry. A total of 280 consumers living in Seoul, Incheon and Kyeonggi-do area were enrolled in this study. The consumers expected mostly intestinal health (80.4%) after ingesting probiotics. The appropriate price level for purchasing probiotics was between 20,000-50,000 won (58.2%), preferring a price range of 50,000 won or less (77.1%). There was a significant difference in the dietary habits depending on the experience of probiotics ingestion, but there was no difference in the living habit. Consumers took Vitamin C, red Ginseng and Ginseng the most instead of probiotics as health functional foods. Based on the results, a marketing strategy could be established to meet the consumer's needs, such as focusing on the effects of probiotics, building up various price policies and the development of new products mixing with other commonly consumed health supplements.

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Probiotics ingestion status

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Recognition degree of Probiotics

Demographic characteristics

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Probiotics ingestion status by demographic characteristics

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Recognition degree of Probiotics by demographic characteristics

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Experienced and expected improvement by ingesting experience

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Informations that Probiotics consumers want to know

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Optimal level of Probiotics price according to one’s Probitics ingestion experience

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Perception on price of Probiotics & Optimal level of Probiotics price

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Frequency of food intake according to one’s Probitics ingestion experience

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Dietary habit according to one’s Probiotics ingestion experience

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Living habit according to one’s Probiotics ingestion experience

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Health food ingestion status according to one’s Probiotics ingestion experience

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