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KMID : 0665220070200040501
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Korean Journal of Food and Nutrition
2007 Volume.20 No. 4 p.501 ~ p.508
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A Survey on the Plans to Market Traditional Korean Beverages as Take-Out Products
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Park Eun-Young
Han Young-Sil
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Abstract
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With the goal of searching for the ways to help market traditional beverages as take-out products, this study conducted a survey over men and women over 20 years of age in Seoul and Gyeonggi Province. Their perceptions of importance in choosing traditional beverages and conventional drinks were examined for difference. As a result, taste, reliability, health, flavor, and price were important at general beverage, while taste, health, flavor, reliability, price, and color were in choosing traditional beverages. The participants mentioned recovery from fatigue as the most favorable added feature of traditional beverages, which was followed by beneficial for adult diseases and facilitating digestion. Their preferences toward using them to satisfying a sense of hunger was relatively low. The participants preferred price range was 3,000~3,500 won, their favorite ingredients were functional ones, and their favorite shop design was a traditional style. It seems that the marketability of traditional beverages as take-out products is high. The promotion and development efforts should involve marketing to women, differentiation strategies from other drinks, a graceful image, reliable drinks, and additional functions such as recovery from fatigue and can benefit adult diseases.
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KEYWORD
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traditional beverages, take-out, perception, preference, marketing
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