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KMID : 1134820130420030478
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Journal of the Korean Society of Food Science and Nutrition
2013 Volume.42 No. 3 p.478 ~ p.486
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Analysis of Consumer Consumption Status and Demand of Rice-wine
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Kim Eun-Hae
Ahn Byung-Hak
Lee Min-A
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Abstract
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The purpose of this study was to analyze consumer consumption and product concept demands of Korean rice-wine. An online survey, conducted from April 28, 2010 to May 6 2010, targeted 200 consumers in Seoul and the Gyeonggi-do area. More than half of the respondents (51.3%) drank rice-wine because of the taste. The common reasons for dissatisfaction with rice-wine were hangovers (35.7%) and taste (16.9%). From analyzing rice-wine preferences, the most preferred ingredient was rice (57.8%), while the most preferred aroma and taste was derived from the fruit (48.7% and 58.4%, respectively). The most common methods consumers observed for promoting rice-wine consumption were the “development and management of rice-wine brands” (59.7%), and “continuous promotion” (44.8%). The most important attributes of a rice-wine product included its taste (4.60), followed by its quality (4.41) using 5-point Likert scale. An importance-performance analysis (IPA) was performed for the 17 attributes of rice-wine and identified targets for product management strategies, including the “usage of domestic ingredients”, “ease of purchase”, clarity of “product information”, and “external image”. Therefore, developing solid concepts in marketing strategy are required and may be achieved by understanding the consumer preferences and demands of rice-wine.
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KEYWORD
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rice-wine, consumer consumption status, new product concept, PSM (Price Sensitivity Measurement), IPA (Importance-Performance Analysis)
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