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KMID : 1011620160320050637
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Korean Journal of Food and Cookey Science
2016 Volume.32 No. 5 p.637 ~ p.647
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A Study of Consuming Status and Consumer Awareness for Natural Carbonated Drinks
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Choi Hee-Ryong
Hong Wan-Soo
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Abstract
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Purpose: This research was to understand the consumer awareness and consumption of natural carbonated drinks in Korea.
Methods: A survey was conducted enrolling adults over the age of 20, residing in Seoul and its metropolitan area, and who consumed natural carbonated drinks. Data analysis of 544 valid samples was performed using SPSS 17.0.
Results: The study showed that consumers mostly purchased natural carbonated water the most, primarily as a water substitute. However, many other usages that the consumer selected showed a possibility for a more versatile usages of natural carbonated drinks. As for the reason of purchase, ‘interest in a new product’ showed the highest mean value. The factor ‘interest in a new product’, ‘interest in its effectiveness on skin care and diet’, ‘lower-calorie products’, ‘health benefits from the usage of natural flavoring and coloring’ and ‘recommendation from acquaintances’ showed statistically significant higher values for women than men. The most frequent and preferred location for purchase were large discount stores, and the most preferred, major informants were in the order ‘tasting events at marts and department stores’, ‘TV/radio advertisement’ and ‘recommendations from family/friends’. Analysis of the purchase intent showed high interest for non-alcoholic natural carbonated drinks.
Conclusion: The study results can be used as baseline data to establish marketing strategies in the emerging natural carbonated beverage market.
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KEYWORD
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natural carbonated drink, consuming status, consumer awareness
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