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KMID : 0665420100250060820
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Korean Journal of Food Culture
2010 Volume.25 No. 6 p.820 ~ p.831
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The Consumption Pattern for Long Named Beverages - Research Among University Students in Seoul-
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Shin Sun-Hee
Shim Ji-Yeon
Yoon So-Hyeon
Choi Ji-Hye
Lee Young-Soon
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Abstract
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This study was conducted to investigate the relationship between long naming of beverages and its effect on people’s perception by gender. The survey was conducted in the Seoul area from March 10 to May 10, 2010. Approximately 59% of male and 41.8% of the female respondents were randomly selected from university students aged 20 to 29-years. Most (79.8%) of the students responding to the survey showed a preference for beverages. “Long-named beverages with ingredients listed” were considered the most reliable and ranked highest at 3.74, A significant difference was observed between males and females. “Long-named beverage that were made from domestic agricultural products” were regarded as the most healthful and ranked highest at 4.01. A significant difference between males and females was also observed. Long-naming influences a customer’s purchasing tendency. In particular, women were more influenced by a sense of wellbeing when they purchase, because they are more interested in losing weight and being healthy.
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KEYWORD
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Beverage, long naming, consumption pattern
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