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KMID : 1011620180340030311
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Korean Journal of Food and Cookey Science
2018 Volume.34 No. 3 p.311 ~ p.318
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Analysis of Consumer Consumption Status and Demand of Cheongju Using an Importance-Performance Analysis
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Lee Soo-Hyun
Yoon Hye-Hyun
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Abstract
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Purpose: To measure the consumer perception and compare the importance and performance of Korean domestic Cheongju.
Methods: Self-administrated questionnaires were completed by 318 adults in Seoul and Gyeonggi-do area and the data were analyzed by frequency, pared-samples t-test and Importance-Performance Analysis (IPA).
Results: An analysis of the familiarity of domestic Cheongju brands showed that ‘Cheongha’, ‘Baekhwasubok’, ‘Seolhwa’, ‘Gookhyang’, and ‘Gyeongjubeopju’ had significant differences in familiarity according to ages. The importance scored higher than the performance for all 17 selection attributes. The paired t-test highlighted statistically significant differences (p<0.01) in all attributes, which suggested their high expectation of Cheongju. In particular, ‘taste’, ‘quality’, ‘aroma’, ‘diversity’ and ‘information offering’ were found to be key important attributes in the consumers’ choice of Cheongju. ‘Information offering’, ’diversity’, ‘ease of purchase’, ‘external image’, and ‘traditionality’ belonged to quadrant 2, where levels of importance and performance were high.
Conclusion: This study suggests that suppliers need to develop various Cheongju brands by recognizing the segmented consumer preferences and demands.
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KEYWORD
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Cheongju, perception, brand familiarity, Importance-Performance Analysis
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