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KMID : 0665420190340050595
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Korean Journal of Food Culture
2019 Volume.34 No. 5 p.595 ~ p.603
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Analysis of the Importance-Satisfaction of the Grape Selection Attributes by Grape Consumption Level
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Choi Seung-Gyun
Kim Tae-Young
Kim Soo-Min
Paik Jin-Kyoung
Choi Hee-Ryong
Kim Tae-In
Hong Wan-Soo
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Abstract
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This paper provides data for product development and improvement of grape varieties by analyzing the satisfactionimportanceof the grape selection attributes from a consumer's perspective. A survey was conducted on consumers aged 19-59 living in Seoul, Gyeonggi and Incheon on their fruit consumption level, preferences according to the grape qualitycharacteristics, importance, and satisfaction with the grape selection attributes. Three hundred and eighty two valid sampleswere collected and analyzed statistically using SPSS 23. In the preference according to the grape quality characteristics,consumers tended to prefer a sweet taste, black color, and seedless grapes. Regarding the importance of the grape selectionattributes according to the level of grape consumption, the high consumption group considers texture, size, shape, color,ease of removing seeds, country of origin, area of production, certification, and brand to be more important. In satisfaction,the high consumption group rated satisfaction highly in texture, odor, size, shape, color, ease of removing peelings, ease ofremoving seeds, price, country of origin, area of production, certification, and brand. An analysis of the IPA of the grapeselection attributes showed that improvement of price and shape attributes will be prioritized, and the development andmanagement of properties, such as seeds, peelings, certification, and brand will be required. These results can be used tohelp improve the grape varieties and develop products that meet the consumer needs, secure the competitiveness of grapefarmers, and revitalize the local economy.
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KEYWORD
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Grape, consumption, grape selection attribute, IPA, grape quality characteristic
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