한국지역사회생활과학회지 (The Korean Journal of Community Living Science)

  • 제23권3호
  • /
  • Pages.329-338
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  • 2012
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  • 1229-8565(pISSN)
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  • 2287-5190(eISSN)
한국지역사회생활과학회 (The Korean Society of Community Living Science)
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대전지역 소비자들의 막걸리에 대한 인식과 만족도에 관한 연구

A Study of Consumers' Perceptions and Satisfaction of Makgeolli in Daejeon

  • 최진경 (우송대학교 외식산업영양학과)
  • 투고 : 2012.08.08
  • 심사 : 2012.09.20
  • 발행 : 2012.09.30
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초록

The purpose of this study was to explore consumers' perceptions and satisfaction of Makgeolli in Daejeon. The study examined the perceptions of consumers of a number of Makgeolli characteristics. A total of 199 respondents provided information regarding their perceptions of Makgeolli. Exploratory factor analysis showed that six factors of consumers' perceptions toward Makgeolli were: delight, harmony with food, atmosphere, health /tradition-related, self-fulfillment, and emotion. Examining the effect of each factor on Makgeolli satisfaction showed that delight had a negative relationship with satisfaction while harmony with food and health/tradition-related showed positive relationships. Atmosphere, self-fulfillment, and emotion did not impact satisfaction. Comparisons of the eleven attributes using t-test between Makgeolli and alcoholic beverages showed significant differences in six attributes: creating a special dining ambience(p<0.001), socializing(p<0.001), enhancing the taste of food(p<0.001), satisfying thirst(p<0.01), esthetic(p<0.01), and stylish(p<0.001). Most of the places where Makgeolli was consumed were traditional bars(53.4%) and Korean restaurants(29.1%). In order to make Makeolli as a global beverage further studies regarding Makgeolli purchasing motivation, satisfaction, consumer characteristics should be studied.

키워드

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