Korean journal of food and cookery science (한국식품조리과학회지)

Korean Society of Food and Cookery Science (한국식품조리과학회)
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Consumption and Preference for Bokbunja (Rubus coreanus Miquel) Products

복분자 제품에 대한 기호도 및 이용실태 조사

  • Lee, Jeong-Ae (Division of Food and Culinary Science, Howon University) ;
  • Park, Geum-Soon (Faculty of Food Service and Technology, Catholic University of Daegu)
  • 이정애 (호원대학교 식품외식조리학부) ;
  • 박금순 (대구가톨릭대학교 외식식품산업학부)
  • Published : 2011.06.30
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Abstract

The purpose of this study was to investigate the use and perception of adults concerning bokbunja (Rubus coreanus Miquel) products. Self-administered questionnaires were collected from 502 residents in the Daegu and Gyeongbuk area. According to the survey more females in their 20s responded than males (45.2 and 54.8%, respectively). In total, 82.6% of respondents had an income of under 4,000,000 won per month and most were living in the city. The results regarding knowledge about bokbunja products showed that the bokbunja wine score was highest (3.66), and intake frequency showed that over half of the respondents had never eaten bokbunja products. The preference for bokbunja wine by males was higher than that for females, whereas the others products showed higher scores for females than for males. When asked about how they knew about bokbunja products, 37.0% of males and 46.9% of females responded a family member or neighbor. When purchasing bokbunja products, males and females answered that they considered taste, country of origin, and manufacturer, and price. Approximately 48% of the respondents answered that they purchased bokbunja products in the grocery and department store. As a result, popularization of bokbunja products was based on product development and sales promotion, and the product development factor significantly influenced preference for bokbunja products.

본 연구는 대구 경북지역에 거주하는 성인 502명을 대상으로 시판 복분자제품에 대한 인지도 및 기호도, 이용실태, 대중화방안을 조사하였으며 그 결과는 다음과 같다. 조사대상자는 남성이 45.2%, 여성이 54.8%였으며, 연령은 20대가 28.5%로 가장 많았다. 결혼여부는 기혼이 61.2%였으며, 교육수준은 고졸이 47.8%로 가장 많았고 직업은 학생이 28.3%로 가장 높았다. 월평균수입은 대다수가 400만원 미만이었으며 대부분 도시에 거주하고 있었다. 복분자제품의 인지도는 복분자주가 3.66으로 가장 높았고 복분자음료, 복분자즙, 복분자엑기스, 복분자 등의 순으로 나타났다. 여성이 남성보다 인지도가 높아 복분자제품을 더 많이 알고 있었다. 복분자제품의 섭취빈도는 복분자주를 제외한 모든 제품에서 '먹어 본 적 없다'가 가장 많아 섭취빈도가 낮았으며 가장 대중적으로 알려진 복분자주는 '1년에 한두 번 정도 먹는다', '한 달에 한번 정도 먹는다' 순으로 높게 나타나 다른 제품에 비해 섭취빈도가 높았다. 복분자제품의 기호도에서 복분자주는 남성이 여성보다 기호도가 높았으며 복분자주를 제외한 다른 제품에서는 여성이 남성보다 기호도가 높았다. 복분자제품의 이용실태 조사 결과 복분자제품을 알게 된 계기는 '가족이나 이웃을 통해서'가 42.4%로 가장 많았고 복분자 제품을 구매하게 된 동기는 남녀 모두'선물용'과 '건강에 좋아서'가 높게 나타났다. 복분자제품의 구매시 고려사항으로 남녀 모두 맛, 원산지 및 제조회사, 가격순으로 고려한다고 응답하였으며 복분자제품을 구매하는 장소로는 대형마트나 백화점이 48.4%로 가장 많았다. 복분자에 대한 인식정도를 살펴본 결과 '복분자는 피로회복에 도움이 된다'와 '복분자는 유기산과 비타민 C가 풍부하다'가 3.61로 가장 높은 인식수준을 보였으며 '복분자는 체중조절에 도움이 된다'가 2.96으로 가장 낮은 인식수준을 보였다. 복분자제품의 이용도를 높이고 대중화시키기 위한 방안으로 제품의 위생성, 제품의 저장성, 다양한 복분자 요리개발, 다양한 기능성 복분자제품 개발, 제조회사의 신뢰도 등의 순으로 높게 나타났다. 대중화 항목을 요인분석한 결과 제품 개발요인과 판매촉진요인으로 추출되었으며 이 두 요인이 기호도에 미치는 영향력을 살펴본 결과 제품개발요인이 복분자제품의 기호도에 영향력을 미치는 것으로 나타났다(p<0.001). 이상의 결과 복분자의 높은 생리활성 작용을 인식하고 있음에도 불구하고 복분자제품의 인지도, 기호도 및 이용실태는 전반적으로 낮게 나타났다. 그러므로 복분자제품의 인지도를 높이기 위해서 다양하고 효율적인 판매 촉진 활동이 필요하며 이용실태 향상을 위해 복분자 제품의 지속적인 품질개선과 가격요인들을 낮출 수 있는 노력이 필요하다고 사료된다.

Keywords

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