The Study on the Consumers' Perception and Purchasing Behavior of Rice Cake as a Meal

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This research was to investigate the consumers' perception and purchase behavior of Korean rice cake as a meal. The rate of consumers who had eaten rice cake as a meal was 64.7% and that of those who had not was 35.3%.. For breakfast, 49.83% of them ate rice cake and for lunch 21.2% of them did. Reasons for eating rice cake for meal were investigated on 'easy to eat(63.21%), 'the others(13.0%)', 'good taste (12.3%)' and 'healthy food(10.8%)'. Reasons for not eating rice cake for meal were researched on 'snack(40.09%), 'difficult storage(21.9%)' and 'expensive(9.7%)'. After purchasing or making rice cake, 45.4% of consumers ate immediately and 30.9% of them ate within $1{\sim}2\;days$. In thawing methods of frozen rice cake as a meal, 51.3% of consumers used a microwave. Kinds of beverage with which rice cake was eaten were water(35.3%), coffee(14.9%), milk(13.8%) and Kimchi(dongchimi, 13.8%). The complementary points for purchase of rice cake as a meal were 'Small package(23.2%)', 'Good preference'(20.5%), 'Healthy food(15.0%)', 'Affordable price(12.7%)' and 'Low calorie(9.5%). Kinds of rice cake as a meal were Injeolmi(16.0%), Backsulgi(15.4%), Yaksik(9.3%) and Galaetteok(9.0%).