한국조리학회지 (Culinary science and hospitality research)
- 제14권3호
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- Pages.143-155
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- 2008
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- 2466-0752(pISSN)
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- 2466-1023(eISSN)
부산지역 어묵 브랜드제품 개발에 관한 연구
A Study on Brand Planning and Product Development of Busan Fish-Paste Products
- 김영훈 (동의대학교 외식산업경영학과) ;
- 정진우 (영산대학교 서양조리학과) ;
- 김경환 (동의과학대학 식품과학계열) ;
- 박경태 (가야대학교 호텔조리영양학과) ;
- 김경묘 (경남정보대학 외식조리학과) ;
- 백종온 (동의대학교 외식산업경영학과) ;
- 조용범 (동의대학교 외식산업경영학과) ;
- 나영아 (을지대학교 외식조리학)
- Kim, Young-Hoon (Dept. of Food Service & Restaurant Management, Dong-eui University) ;
- Jung, Jin-Woo (Dept. of Western Cuisine & Culinary Arts, Youngsan University) ;
- Kim, Kyung-Hwan (Divison of Food Science Culinary, Dong-eui College) ;
- Park, Kyong-Tae (Dept. of Nutrition & Culinary Arts, Kaya University) ;
- Kim, Kyoung-Myo (Dept. of Information & Technology, Kyungnam College) ;
- Paeck, Jong-On (Dept. of Food Service & Restaurant Management, Dong-eui University) ;
- Cho, Yong-Bum (Dept. of Food Service & Restaurant Management, Dong-eui University) ;
- Rha, Young-Ah (Food Services Management and Culinary Arts, Eulji University)
- 발행 : 2008.09.30
초록
The objective of this study is collecting the basic information about the consumption of fish paste for developing Busan Fish-Paste products. Also, we tried to validate the effects of Busan Fish-Paste's Brand factors for its consumers. A survey was conducted to analyze the consumers who purchased fish paste products. The result showed that 60 percent of the respondents preferred Busan Fish-Paste. And 41 percent of the respondents considered the taste of fish paste products when purchasing them. As for brand, the perceived quality of Busan Fish-Paste had extremely positive influence on consumers' satisfaction. And consumers' satisfaction had significantly positive influence on brand preference and brand loyalty.