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

  • 제27권2호
  • /
  • Pages.215-222
  • /
  • 2017
  • /
  • 1225-6781(pISSN)
  • /
  • 2288-8802(eISSN)
동아시아식생활학회 (The East Asian Society of Dietary Life)
권호 표지
DOI QR코드

DOI QR Code

한국형 청주에 대한 소비자의 주류 실태 및 인식 조사

Consumption of Alcoholic Beverages and Perception of Korean Cheongju

  • 전진아 (경희대학교 조리외식경영학과) ;
  • 고재윤 (경희대학교 조리외식경영학과) ;
  • 정석태 (국립농업과학원 발효식품과)
  • Jeon, Jin-Ah (Dept. of Food Service Management, Kyung Hee University) ;
  • Ko, Jae-Yoon (Dept. of Food Service Management, Kyung Hee University) ;
  • Jeong, Seok-Tae (Agriculure Development Division, Yangjusi Agiculture Technology Center)
  • 투고 : 2017.03.09
  • 심사 : 2017.03.22
  • 발행 : 2017.04.30
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

The purpose of this study was to investigate consumer behavior and perception of Korean cheongju (rice-wine). An online survey, conducted from July 24, 2015 to July 31 2015, targeted 500 males and females adults in Seoul, Busan, Daejeon, Gwangju, Daegu, Incheon and Ulsan. Male respondents were more likely to drink more often than female respondents. Male respondents preferred 'beer', 'soju', and 'cheongju/yakju' in that order while female respondents preferred 'beer', 'cheongju/yakju', and 'soju' in that order. The reasons for drinking cheongju were 'taste' and 'flavor' for both males and females. The most important characteristic of Korean cheongju product included 'use of domestic ingredients', followed by 'tradition of brewing'. Both males and females responded that an important element of taste/flavor were 'simple/pure taste' when brewing Korean cheongju. In the survey of image recognition of Korean cheongju, 'tradition' and 'trust' were the most important. Therefore, it is necessary to develop various marketing strategies by understanding consumer preferences and perception of Korean cheongju.

키워드

참고문헌

  1. Bae GH, Lee SH, Jeon C (2016) Fermentation and quality characteristics of Korean traditional cheongju by different mashing methods. Journal of the Korea Academia-Industrial cooperation Society 17(8): 637-645. https://doi.org/10.5762/KAIS.2016.17.8.637
  2. Cho HC (2005) Brewing of Urisool. Nexus, Seoul, Korea. p 33.
  3. Gu HY, Kim MK (2010) The package design strategy for a brand image reinforcement of raw rice wine. A Journal of Brand Design Association of Korea 8(1): 5-21.
  4. Jeon JA, Cha SMA, Jeon ST, Ko JY (2014) The research on the development of traditional liquor tasting item. Journal of Food Service Management Society of Korea 28(6): 47-72.
  5. Jeong ME, Kang SA, Choeng C (2014) Physicochemical characteristics of the mash quality of cheongju prepared using different nuruks. Journal of the Korea Academia-Industrial Cooperation Society 15(8): 5150-5158. https://doi.org/10.5762/KAIS.2014.15.8.5150
  6. Jeong ST (2016) Commercialization the cheongzu brewing technology using the Korean brewing rice and starter. Rural Development Administration Final Report.
  7. Kang JW (2016) A study on the effect of customer ethnocentrism on Korean wine evaluation, perceived value and satisfaction. MS Thesis Kynghee University, Seoul, p 2.
  8. Kim CS, Lee HJ (1999) Analysis of jeans market under IMF circumstance focused on brand awareness brand image and consumer's seeking image of young adults. Journal of the Korean Society of Clothing and Textiles 23(3): 447-458.
  9. Kim EH, Ahn BH, Lee MA (2013) Analysis of consumer consumption status and demand of rice-wine. J Korean Soc Food Sci Nutr 42(3): 478-486. https://doi.org/10.3746/jkfn.2013.42.3.478
  10. Kim GW, Kim JH, Noh BS, Ahn BH, Yeo SH, Cho HC (2014) Makgeolli and Yakju Science and Application. Jinhan M&B, Seoul, Korea. p 177-196.
  11. Kim JY (2014) Analysis of consumer's present use of traditional Korean liquors and quality characteristics of Asparagus chinensis takju. Ph D Catholic University of Daegu University, Daegu, p 22.
  12. Kim YA, Km DJ, Byun GI (2010) A study on the liquor market by patterns of choosing Liquor. The Korean Journal of Culinary Research 16(2): 232-242.
  13. Kim YJ (2004) The use of Korean traditional wines and a plan for encouraging it. MS Thesis Sookmyung University, Seoul, p 29.
  14. Kim YJ, Han YS (2006) The use of Korean traditional wines and a plan for encouraging it. Korean J Food Culture 21(1): 31-41.
  15. Lee DP (2006) Policy issues for the globalization of Korean traditional liquer. Food Industry and Nutrition 11(2): 1-9.
  16. Lee MK, Lee SW, Yoon TH (1994) The bibliographical study on nuruk. J East Asian Soc Dietary Life 4(1): 19-29.
  17. Lee SJ (2010) Consumption of alcoholic beverages and perception about Korean yakju in the Gyunggi area of Korea. J East Asian Soc Dietary Life 20(1): 11-19.
  18. Lee SJ (2011) Effect of brand recognition and familiarity on consumer preferences for commercial rice wines (yakju). Korean J Food Sci Technol 43(2): 23-29. https://doi.org/10.9721/KJFST.2011.43.1.023
  19. Lee SJ, Kong TI, Cheong C (2015) Characterstics of steeping of rice and fermentation of rice koji depending on the milling degrees. Journal of the Korea Academia-Industrial Cooperation Society 16(8): 5384-5939. https://doi.org/10.5762/KAIS.2015.16.8.5384
  20. Nam BY (2010) A study on the effect of the consumption motive and selection attribute of alcohol on their satisfaction. MS Thesis, Kyonggi University, Kyonggi, p 56-59.
  21. Nam DH (2014) A study on the effect of selection attributes of traditional liquor specialty store on the satisfaction level of customers and intention to revisit: Focusing on the difference according to the customer type of traditional liquor specialty stores. MS Thesis Kynghee University, Seoul, p 12.
  22. Park RD (2004) Traditional Liqour. Daewonsa, Seoul, Korea. p 41.
  23. Shin JC (2001) The influence of consumer's perceived risk on product brand awareness and internet shopping mall awareness. MS Thesis Yonsei University, Seoul, p 29.
  24. Shin SD (1994) A study about the direction of the development im Korean traditional alcoholic beverage industry. MS Thesis Wonkwang University, Korea. p 52-58.

피인용 문헌

  1. Sensory Characteristics and Consumer Acceptance of Commercial Korean Cheongju vol.28, pp.2, 2017, https://doi.org/10.17495/easdl.2018.4.28.2.145
  2. Survey of Consumer Awareness and Consumption of Yakju by Age vol.28, pp.5, 2018, https://doi.org/10.17495/easdl.2018.8.28.5.356
  3. 국산 청주에 대한 소비자의 이용현황 및 IPA를 활용한 요구도 분석 vol.34, pp.3, 2017, https://doi.org/10.9724/kfcs.2018.34.3.311