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KMID : 1134820210500101137
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Journal of the Korean Society of Food Science and Nutrition
2021 Volume.50 No. 10 p.1137 ~ p.1144
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Importance and Satisfaction of Consumer Selection Attributes and Demand for the Development of Health Premium Seolgitteok
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Shin Hye-Ryeong
Park Soo-Jin
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Abstract
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This study aimed to understand the buying preferences of Seolgitteok consumers to help develop healthier variations of Seolgitteok. The data analysis of 281 adults, collected using an online survey tool (KSDC DB) from October 12∼20, 2020, showed that the frequency of purchase of Seolgitteok was: once a year (54.8%), at traditional markets (59.8%), and mainly as a snack (67.3%). Further, men preferred small portion packaging (4.19±0.88), easy digestibility (4.09±0.92), and low glycemic index (GI) (3.96±1.03), whereas women preferred small portion packaging (4.55±0.63), easy digestibility (4.27±0.77), weight control (4.07±1.00), and low GI (4.06±1.01). Among the 12 intrinsic selection attributes of Seolgitteok, taste, deterioration, and texture had high importance, and texture, taste, and appearance gave high satisfaction. The importance-satisfaction analysis grid showed that the taste, texture, and origin of the Seolgitteok ingredients were strong points that needed to be maintained; digestibility and deterioration needed urgent modification; and calorie, nutritional value, GI, eco-friendly ingredients, and temperature were weak points. Among the 10 extrinsic selection attributes of Seolgitteok, hygiene (4.58±0.66) had a high importance and satisfaction rating, and shelf life (0.56±1.09) showed the greatest difference between importance and satisfaction. Moreover, hygiene, packaging design, packaging unit, price, convenience intake, ease of purchase, and expiration date were strong points that must be maintained, whereas product description, brand reputation, and additional services needed improvement. These findings highlight the Seolgitteok quality factors that should be maintained besides those that warrant improvement to develop differentiated Seolgitteok for health-oriented consumers and maximize consumer satisfaction.
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KEYWORD
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Seolgitteok, selection attributes, importance-satisfaction analysis, health-oriented consumers
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