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KMID : 0665420130280060594
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Korean Journal of Food Culture
2013 Volume.28 No. 6 p.594 ~ p.602
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Consumer Perception and Purchase Behavior of Han-gwa (Traditional Korean Confection) -Focus on Housewives in the Seoul and Gyeonggi area-
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Lee Jin-Young
Kwon Yong-Seok
Choe Jeong-Sook
Park Young-Hee
Lee Hye-Won
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Abstract
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This study investigated consumer perception and purchase behavior regarding Han-gwa (traditional Korean confection)
in housewives residing in the Seoul and Gyeonggi area. This study was conducted by self-administered questionnaires. Out of 839 questionnaires, 713 questionnaires (85.0%) were used for statistical analyses including frequency analysis, the Chisquare, and one-way ANOVA. Based on the data collected, independence variables were divided less than 40 years (<40), 40s, 50 years or higher (50) by age. The major findings were as follows; Firstly, 72.1% of the total respondents had the experience of purchasing Han-gwa. Gangjeong was the most popular item among purchased. As the purpose of purchasing, holiday gift and snack was on the highest rank. Hypermarkets / discount stores (48.9%) was the most common place for the place of purchase. Secondly, there was a significant difference in the perception of Han-gwa by age; respondents aged 50 years or older showed more positive perception in Han-gwa in 3 factors among total of 11 factors. Thirdly, for the popularization of Han-gwa, ‘too sweet taste (44.2%)’ and ‘small portion size (22.9%)’ were pointed to be improved by respondents. Results of this study indicate that 1) Yu-gwa and Yak-gwa require new product development based on age segmentation, and health and food safety are important variables considered when housewives purchase Han-gwa.
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KEYWORD
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Han-gwa, Consumer perception, Consumer attitude, Consumer behavior, Korean traditional Confectionary
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