The Recognition and Improvement of the Hwangnamppang Available to University Students in the Gyeongju Area

경주 지역 대학생의 황남빵에 대한 인식 및 개선 방향

The purpose of this study was to investigate the recognition and need for improvement of the Hwangnamppang provided to university students in the Gyeongju area of Korea. To accomplish this, we surveyed 195 university students by questionnaire. The consumption frequency rate revealed that 49.7% of students consumed Hwangnamppang $1{\sim}2$ times a year, while 32.8% consumed it $2{\sim}3$ times per six months and 16.4% consumed it $1{\sim}3$ times a month. Furthermore, the results revealed that 45.6% of the students purchased Hwangnamppang to give as a present. Moreover, 55% of the respondents thought that Hwangnamppang was a suitable gift, but that it was too expensive. In addition, 47.7% of the respondents felt that there were not enough varieties of the product and 26.7% for factor that do not increase Hwangnamppang's consumption respond. Finally, 90% of the respondents felt that there was a need to diversify the red-bean paste used in Hwangnamppang, and felt that the best pieces contained chestnuts (3.66/5 score) or sweet potato (3.62/5 score). Overall, the results of this study revealed that Hwangnamppang requires further development to increase the varieties available and improve the overall acceptability.