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Analysis of the Importance-Satisfaction of the Grape Selection Attributes by Grape Consumption Level

포도소비수준에 따른 포도선택속성 중요도-만족도 분석

  • Choi, Seung Gyun (Department of Foodservice management and Nutrition, Sangmyung University) ;
  • Kim, Tae Young (Global Research) ;
  • Kim, Soo Min (Department of Foodservice management and Nutrition, Sangmyung University) ;
  • Paik, Jin Kyoung (Department of Foodservice management and Nutrition, Sangmyung University) ;
  • Choi, Hee Ryong (Department of Foodservice management and Nutrition, Sangmyung University) ;
  • Kim, Tae In (Department of Foodservice management and Nutrition, Sangmyung University) ;
  • Hong, Wan Soo (Department of Foodservice management and Nutrition, Sangmyung University)
  • 최승균 (상명대학교 식품영양학과) ;
  • 김태영 (글로벌리서치) ;
  • 김수민 (상명대학교 식품영양학과) ;
  • 백진경 (상명대학교 식품영양학과) ;
  • 최희령 (상명대학교 식품영양학과) ;
  • 김태인 (상명대학교 식품영양학과) ;
  • 홍완수 (상명대학교 식품영양학과)
  • Received : 2019.09.24
  • Accepted : 2019.10.23
  • Published : 2019.10.31

Abstract

This paper provides data for product development and improvement of grape varieties by analyzing the satisfaction-importance of the grape selection attributes from a consumer's perspective. A survey was conducted on consumers aged 19-59 living in Seoul, Gyeonggi and Incheon on their fruit consumption level, preferences according to the grape quality characteristics, importance, and satisfaction with the grape selection attributes. Three hundred and eighty two valid samples were collected and analyzed statistically using SPSS 23. In the preference according to the grape quality characteristics, consumers tended to prefer a sweet taste, black color, and seedless grapes. Regarding the importance of the grape selection attributes according to the level of grape consumption, the high consumption group considers texture, size, shape, color, ease of removing seeds, country of origin, area of production, certification, and brand to be more important. In satisfaction, the high consumption group rated satisfaction highly in texture, odor, size, shape, color, ease of removing peelings, ease of removing seeds, price, country of origin, area of production, certification, and brand. An analysis of the IPA of the grape selection attributes showed that improvement of price and shape attributes will be prioritized, and the development and management of properties, such as seeds, peelings, certification, and brand will be required. These results can be used to help improve the grape varieties and develop products that meet the consumer needs, secure the competitiveness of grape farmers, and revitalize the local economy.

Keywords

Grape;consumption;grape selection attribute;IPA;grape quality characteristic

Acknowledgement

Supported by : 농촌진흥청

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