A Study on Beverage Consumption Pattern and Image of College Students

대학생들의 음료 소비실태 및 이미지 조사 연구

In order to investigate consumption pattern and image of beverage, this study was performed by using questionnaire based on stratified random sampling about 200 students from September 6, 1999 to September 18, 1999. The result was as followings: 1. For the reasons of each beverage consumption, coke, soda pop and sport drinks were for quenching thirst. And coffee and juices were for dessert and milk.yoghurts, dietary beverages, green tea and ginseng tea were for health. 2. For the priority in selecting each beverage, trademark was dominant factor for choosing coke. And the dominant factor of choosing milk.yoghurts and ginseng tea was nutrition and in case of other beverages taste was the first factor. 3. For the place of taking beverages, coffee, coke and sport drinks were mainly consumed in school and milk.yoghurt and juices in home. 4. The college students loved or liked milk.yoghurt and juices, and they liked or enjoyed coke, soda pop, sport drinks and green tea moderately, and enjoyed ginseng tea and black tea moderately or disliked them. 5. For the frequency of each beverage, many of them consumed coffee and milk.yoghurt once or twice a day. and consumed coke. soda pop. sport drinks and juices once or twice a week. And they answered that they did not consume dietary beverages, green tea, ginseng tea and black tea so often. 6. There was significant correlation with frequency of drinking and preference score of beverage. 7. For the consumption of the Korean traditional beverages, more than 50% of the subjects had no experience in taking sangwha tea, omiza tea, and Kugiza tea. Among them, many answered that they would try the Korean traditional beverages, if they had an opportunity, and that their price was moderate. 8. The results from the analysis of the image of those beverages were as followings; \circled1 Coffee, coke, sport drinks and dietary beverages had a modern image and green tea, ginseng tea and black tea had a traditional image. \circled2 Coke, sport drinks and ginseng tea had a manly image and juices, dietary beverages, green tea and black tea had a womanlike image. \circled3 The students recognized coffee, coke, milkㆍyoghurt, sport drinks, juices, dietary beverages and green tea to be daily and catholic. \circled4 Milkㆍyoghurt, juices, dietary beverages, green tea, ginseng tea and black tea were recognized to be good for health and coffee and coke bad for health. \circled5 Coffee, coke, soda pop, sport drinks, juices and green tea were slightly concerned with a change. \circled6 Coke, soda pop and sport drinks had a dynamic image and coffee, juices. green tea, ginseng tea and black tea had a little static image.