Culinary science and hospitality research (한국조리학회지)

Culinary Society of Korean Academy (한국조리학회)
권호 표지

A Survey of Preference for Commercial Makgeolli among Chinese Students in Korea

국내 시판 막걸리에 대한 중국인 유학생의 기호도 조사

  • Jeon, Ki-Suk (Dept. of Food and Nutrition, Gachon University) ;
  • Park, Shin-In (Dept. of Food and Nutrition, Gachon University)
  • Received : 2014.05.19
  • Accepted : 2014.08.10
  • Published : 2014.08.31
Download PDF
⟨ Previous Next ⟩

Abstract

The purpose of this study was to offer primary information for development of Makgeolli adapted to the tastes of Chinese and marketing strategies for promoting consumption of Makgeolli in the Chinese market. This study was intended to investigate the Makgeolli drinking behavior through a survey and the sensory properties and preference of fresh and sterilized Makgeolli through sensory evaluation focusing on the Chinese students in Korea, becoming potential consumers of Makgeolli. The survey was conducted from October 9th to October 30th, 2013, and then 117 copies were adopted for the analyses. The results are as follows. 71.8% of the subjects liked Makgeolli, 56.4% drank 5-6 times a week, and 25.7% drank more than 2 bottles at a time. 61.5% of the subjects had purchasing experience. The routes of collecting information about Makgeolli were acquaintances(66.7%) and media sources(28.2%). In the sensory evaluation, sterilized Makgeolli(BS) that has a fresh odor, sweet and sour taste, cooling sensation, and good aftertaste got the best score in the overall acceptability, and fresh Makgeolli(KD) that has a strong nuruk odor, turbidity, bitter taste, and heavy mouthfeel got the lowest score in the overall acceptability. These results show that sweet, fresh, and refreshing Makgeolli suits Chinese's taste and word of mouth marketing through the expansion of tasting events would promote Makgeolli consumption in the Chinese market.

본 연구는 중국 소비자의 기호에 적합한 막걸리의 개발 및 중국 시장에서 막걸리의 소비 증진을 위한 마케팅 전략 수립의 기초자료를 제공하고자 중국 시장의 잠재적인 막걸리 소비자인 중국인 유학생을 대상으로 막걸리의 음주 실태에 관한 설문 조사와 시판 쌀 막걸리(생 막걸리, 살균 막걸리)의 특성 및 기호도에 관한 관능 검사를 실시하였다. 막걸리 음주 경험이 있는 중국인 유학생을 대상으로 2013년 10월 9일부터 10월 30일까지 조사하였으며, 117명의 자료를 최종 분석에 사용하였다. 조사 대상자의 71.8%가 막걸리를 좋아하며, 56.4%가 주 5-6회 막걸리를 마시고, 25.7%가 2병 이상을 마시는 것으로 나타났다. 조사 대상자의 61.5%가 막걸리 구매 경험이 있으며, 막걸리에 관한 정보는 지인(66.7%)이나 언론매체(28.2%)를 통해 습득하는 것으로 나타났다. 4종의 쌀 막걸리 중 상큼한 향, 단맛, 신맛이 강하고, 후미가 좋으면서 청량감이 있는 살균 막걸리(BS)를 가장 선호한 반면 탁도, 누룩향, 쓴맛, 묵직한 바디감이 강한 생 막걸리(KD)의 기호도가 가장 낮았다. 이상의 결과는 전통적인 생 막걸리보다는 청량감을 지닌 달달하고 상큼하면서 목넘김이 부드러운 막걸리가 중국인의 기호에 적합하며, 웰빙 저도주임을 적극적으로 홍보하고, 시음 기회의 확대를 통한 구전 마케팅이 필요함을 시사한다.

Keywords

References

  1. 국세청, '12년 주요 주류 수출입 동향, Assessed December 26. 2012. Available from: http://www.customs.go.kr/kcshome/cop/bbs/selectBoard.do?layoutMenuNo=294&bbsId=BBSMSTR_1018&nttId=2248.
  2. 서지희, 2013 하반기 히트상품: 국순당 대박막걸리, '막걸리 한류' 이끄는 전통주 자존심, Assessed December 30. 2013. Available from: http://www.etoday.co.kr/news/section/newsview.php?id xno=845099
  3. 심재희, 와인에 취하는 중국, 우리 막걸리는 어떨까?, Assessed September 25. 2012. Available from: http://www.globalwindow.org/gw/overmarket/GWOMAL020Mhtm l?ARTICLE_ID=2156237&BBS_ID=10
  4. 온대성 (2004. 11월). 한국 외식업 중국 진출 현황, 제31차 한국조리학회 추계학술세미나, 삼성동 코엑스, 113-126.
  5. 윤대현, 막걸리 중국에서도 성공할까, Assessed March 15. 2010. Available from: http://www.globalwindow.org/gw/overmarket/GWOMAL020M.html?BBS_ID=10&MENU_CD=M10103&UPPER_MENU_CD=M10102&MENU_STEP=3&ARTICLE_ID=2116284
  6. 임민혜, 홍콩 사케시장에서 막걸리시장의 잠재력을 엿보다, Assessed March 23. 2012. Available from: http://www.globalwindow.org/gw/overmarket/GWOMAL020M.html?ARTICLE_ID=2148 799&BBS_ID=10
  7. 진성호, 경기도, 경기미로만 만든 명품 막걸리 '숨' 출시, Assessed December 8. 2011. Available from: http://www.monu.co.kr/?document_srl=2414
  8. Han YO (2003). The study on Korea food service industry status of advancing into Chinese market; center on Shim-yang region of China. Korean J Culinary Research 9(1):139-155.
  9. Jeon KS, Li YL, Park SI (2014). A survey of drinking habits and perception of Makgeolli targeting the Chinese students studying in Korea. Korean J Culinary Research 20(2):214-231.
  10. Jun YM, Ahn YS, Kim MH (2006). A study on the cases of merchandising and suggestions for improving competitive power of traditional liquor. Korean J Community Living Sci 17(2):3-14.
  11. Jung EK, Kim SJ, Joo NI(2011). Consumption and satisfaction evaluation of Takju among consumers ages 20 to 29. J Korean Diet Assoc 17(1):47-57.
  12. Kang JH, Jung YJ, Choi AH (2001). A study of market segmentation for menu evaluation of Chinese tourist. Korean J Culinary Research 7(2):157-179.
  13. Kang KE, Kim HK, Song KH, Lee HM (2012). Consumption pattern and strategies to increase popularity of Makoli according to age groups in men and women. Korean J Food Nutri 25(3):419-429. https://doi.org/10.9799/ksfan.2012.25.3.419
  14. Kim IS, Lee JS, Cho MH (2012). The analysis of the relationship among Makgeolli consumers' purchase motivations, selection attributes and consumer satisfaction. J Tourism studies 24(3):57-81.
  15. Kim JS (2005). Universalizing Korean food. Korean J Food Culture 20(5):499-507.
  16. Kim JY, Park GS (2014). Analysis of consumers' present use and future demand of traditional Korean liquors. Korean J Food Cook Sci 30(1):41-50. https://doi.org/10.9724/kfcs.2014.30.1.041
  17. Kim MH, Kim WH, Bae SJ (2001). The effect of Makkoli on serum lipid concentration in male rats. J Nat Sci Silla Univ 9:73-84.
  18. Kim YA, Kim DJ, Byun GI (2010). A study on the liquor market segmentation by patterns of choosing liquor. Korean J Culinary Research 16(2):232-242.
  19. Kim YG, Kim SH (2010). The effect of selection attributes for Makgeolli on the customer satisfaction, repurchase intention and recommendation intention. J East Asian Soc Dietary Life 20(3):389-395.
  20. Kim YH, Min JH, Kang MG, Kim JH, Ahn BH, Kim HK, Lee JS (2012). Physiochemical properties, lactic acid bacteria content and physiological functionalities of Korean commercial Makgeolli. Korean J Microbiol Biotechnol 40(4):325-332. https://doi.org/10.4014/kjmb.1207.07006
  21. Kim YT, Kim MS (2011). Makgeolli's character for the globalization. J Tourism Leisure Res 23(6):333-349.
  22. Kim YT, Ryu JH (2010). The effect of influential factors for Makgeolli purchase on the using satisfaction. J Tourism Leisure Res 22(6):177-193.
  23. Kwak HY, Lee SJ, Lee DY, Jung L, Bae NH, Hong SY, Kim GW, Baek NI (2008). Cytotoxic and anti-inflammatory activities of lipids from the nuruk(Rhizopus oryzae KSD-815). J Korean Soc Appl Biol Chem 51(2): 142-147.
  24. Kwon YJ, Shin BK (2010). The impact of understanding Korean food on image, attitude and globalization regarding Korean food. The Korean J of Culinary Research 16(2):136-154.
  25. Lee DY, Lee SJ, Kwak HY, Jung L, Heo J, Hong SY, Kim GW, Baek NI (2009). Sterols isolated from nuruk(Rhizopus oryzae KSD-815) inhibit the migration of cancer cells. J Microbiol Biotechnol 19(11):1328-1332.
  26. Lee HS, Kwak HJ, Kim JY, Cho WK, Kim SM (2010). A survey of drinking habits and health perception of Makgeolli. Korean J Food Culture 25(5):544-557.
  27. Lee SJ, Hong SY, Kim GW (2010). ${\gamma}$-linolenic acid methyl ester from Rhizopus oryzae KSD-815 isolated from nuruk induced apoptosis in prostate cancer LNCaP cells. J Korean Soc Appl Biol Chem 53(6):752-760. https://doi.org/10.3839/jksabc.2010.114
  28. Lee SJ, Kim JH, Jung YW, Park SY, Shin WC, Park CS, Hong SY, Kim GW (2011). Composition of organic acids and physiological functionality of commercial Makgeolli. Korean J Food Sci Technol 43(2):206-212. https://doi.org/10.9721/KJFST.2011.43.2.206
  29. Lee SJ, Shin WC (2011). Physiological functionalities of Makgeolli(Korean Paradox). Food Sci Industry 44(4):2-11.
  30. Lee YS, Kim JY, Park JH, Shim MJ, Moon GS (2012). Foreign student's preference and recognition of Makgeolli in Korea. Korean J Food Culture 27(6):627-635. https://doi.org/10.7318/KJFC/2012.27.6.627
  31. Leng Q (2009). Study on behavior, expectation and recognition of drinking alcohol and their related factors of college students in Yantai. MS thesis. Shan Dong University 4-28, China
  32. Liu F, Kim DJ (2010). The effects of selection attributes on customer satisfaction; the case of Korean-themed restaurants in Shenyang, China. Korean J Culinary Research 16(1):24-37.
  33. Min KH (2007). A study on the menu quality evaluation of Korean restaurants in Jeonju area for revitalization of Han brand. Korean J Culinary Research 13(3):187-198.
  34. Park CW, Jang SY, Park EJ, Yeo SH, Kim CM, Jeong YJ (2011). Comparison of the quality characteristics of commercial Makgeolli type in south Korea. Korean J Food Preserv 18(6):884-890. https://doi.org/10.11002/kjfp.2011.18.6.884
  35. Shin MO, Kang DY, Kim MH, Bae SJ (2008). Effect of growth inhibition and quinone reductase activity stimulation of Makgeoly fractions in various cancer cells. J Korean Soc Food Sci Nutr 37(3):288-293. https://doi.org/10.3746/jkfn.2008.37.3.288
  36. Shin MO, Kim MH, Bae SJ (2010). The effect of Makgeolli on blood flow, serum lipid improvement and inhibition of ACE in vitro. J Life Sci 20(5):710-716. https://doi.org/10.5352/JLS.2010.20.5.710
  37. Song JH, Lee JS, Lee EN, Lee SW, Kim JH, Lee JS (2009). Manufacture and quality characteristics of Korean traditional Gugija(Lycii fructus) Tagju. Korean J Food Nutr 22(1):86-91.
  38. Yeo SH, Jeong YJ (2010). Current trends and development a plan in the Korean Makgeolli industry. Food Sci Industry 43(4):55-64.