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http://dx.doi.org/10.9724/kfcs.2014.30.1.041

Analysis of Consumers' Present Use and Future Demand of Traditional Korean Liquors  

Kim, Ji-Young (Faculty of Food Service and Technology, Catholic University of Daegu)
Park, Geum-Soon (Faculty of Food Service and Technology, Catholic University of Daegu)
Publication Information
Korean journal of food and cookery science / v.30, no.1, 2014 , pp. 41-50 More about this Journal
Abstract
The purpose of this research was to exam the recognition and use for traditional Korean liquors and to consider the problems of traditional liquor businesses and the plans for its popularization. This study was conducted with 411 adults of 20 years old and above, all of whom lived in the Daegu and Gyeongbuk Provinces. According to the survey, females were higher than males(49.6%) by 50.4%, and ages 20 was the highest. With regards to what kind of liquor they enjoyed, the consumers enjoyed soju the most, followed by beer and traditional Korean liquors. The favorite liquor of the men was soju, followed by beer and traditional Korean liquor, and the women mostly liked beer, followed by soju and wine. An important-performance analysis (IPA) was performed for 17 attributes of traditional Korean liquor and identified the targets for product management strategies, including 'Variety', 'Functionality', 'Extended Recognition' and 'Healing hangovers'. The recognition of traditional Korean liquor was high in the order of takju, Fruit wine, Chongju, Yakju, Distilled soju, and Distilled liquor. As a result, the developing solid concepts of marketing strategy are required and may be achieved by understanding the consumer preferences and demands of traditional Korean liquors.
Keywords
traditional Korean liquor; use; demand;
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Times Cited By KSCI : 10  (Citation Analysis)
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