Journal of the East Asian Society of Dietary Life (동아시아식생활학회지)

The East Asian Society of Dietary Life (동아시아식생활학회)
권호 표지

Consumption of Alcoholic Beverages and Perception about Korean Yakju in the Gyunggi Area of Korea

경기 지역 소비자의 주류 소비 행태 및 약주에 대한 인식 조사

  • Received : 2009.12.10
  • Accepted : 2010.02.18
  • Published : 2010.02.28
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Abstract

This study was conducted to investigate consumer behavior and perception related to alcoholic beverages and Korean rice wines (yakju). Self-administered questionnaires were collected from 254 male and female adults in the Gyunggi-area of Korea. Male respondents were significantly more likely to drink more often, consume greater amounts and spend more on alcoholic beverages. Male respondents preferred, in order, soju, beer and wine. Female respondents preferred, in order, beer, wine and soju. Most of the respondents (69.2%) showed conservative consumption behaviors, and indicated they would drink a new product when it became popular. Flavor/taste was the most important attribute when selecting alcoholic beverages. The reasons for drinking yakju were "high quality" and "considering health". The most answered reason for low market share of yakju was lack of publicity and marketing.

Keywords

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