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

The East Asian Society of Dietary Life (동아시아식생활학회)
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Consumer Awareness on Omija using Qualitative Consumer Research

정성적 소비자 조사를 통한 오미자에 대한 소비자 인식연구

  • Kim, Mina K. (Dept. of Food Science and Biotechnology, Dongguk University-BMC Campus)
  • 김미나 (동국대학교 식품생명공학과)
  • Received : 2015.04.27
  • Accepted : 2015.06.19
  • Published : 2015.06.30
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Abstract

The objective of this study was to determine current consumer awareness of Omija (Schizandra chinensis Bailon) fruit in order to develop ready-to-drink (RTD) Omija-flavored beverages using qualitative consumer analysis. A series of four different focus group interview sessions were conducted using carefully chosen consumers with specific demographics, and each group involved eight respondents. Consumer's qualitative reactions regarding Omija fruit, Omija extract products, ready-to-drink beverages and Omija-flavored RTD beverages were explored. Distinct differences in consumer awareness and consumption patterns of Omija extract and RTD beverages were observed between consumers in their 20s and consumers in their 30s to 50s. The expected sensory characteristics of Omija-flavored RTD beverages were also different based on participants' age. Findings from the current study can aid product developers utilizing Omija fruit by providing valuable insights into current consumer behavior and consumer awareness regarding Omija.

Keywords

References

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