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KMID : 0665420200350030256
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Korean Journal of Food Culture
2020 Volume.35 No. 3 p.256 ~ p.264
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The Study on Consumer Perception and Consumer Demand of Product with Aster Yomena
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Kim Min-Sung
Hong Wan-Soo
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Abstract
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This paper provides basic data for product developers by investigating the consumption status, consumer perception, andconsumer demand on products using Aster Yomena. Two hundred ninety-five people over 20 years of age were analyzedaccording to gender and age. In the purchase of Aster Yomena products, men were the higher purchasers except for powder. In age, noodles, wild vegetables, jangajji, tteok, and powder were consumed by those older than 30 years. In an analysisof purchase when developing Aster Yomena products, the male purchase intention was higher in all items except forkalguksu in the staple, and male purchase intention was higher in only bibimbapseasoning among aster powder additionsauce and all items in dessert. The purchase intention of those older than 30 years was higher in all items of staples, asterpowder addition sause and sause The purchase intention of those older than 30 yearse was higher in green vegetables juiceand milk tea among drink, and all items except ice cream among dessert. An analysis of the popularization of Aster Yomenarevealed higher perceptions of men in the medium (TV, internet, online cafe, agro-fishery market), experience program (areatourism, exposition), and product development (convenience food, recipe development). The medium (agro-fisherymarket), experience program, and product development were more recognized in their 30s or more. The products with asteryomana require the most effective marketing to men 30 years and older, and require a strategy that will interest those in their20s.
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KEYWORD
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Aster yomena, the products with aster yomena, consumer perception, consumer demand
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