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http://dx.doi.org/10.7318/KJFC/2018.33.6.567

Comparison of Perception on Probiotics and Dietary Behavior according to the Probiotics Ingestion Experience - focus on Consumers in Metropolitan Areas -  

Cho, Wookyoun (Department of Food and Nutrition, Gachon University)
Yeom, Ok Kyoung (Department of Clinical Nutrition, Gachon University Graduate School of Professional Therapy)
Lee, Kyung-Ran (Department of Food and Nutrition, Ansan University)
Publication Information
Journal of the Korean Society of Food Culture / v.33, no.6, 2018 , pp. 567-579 More about this Journal
Abstract
This study analyzed consumers' recognition and demand for probiotic products and dietary and living habits according to their probiotics ingestion experience to provide information on the development of probiotic products and marketing strategies in the health functional food-related industry. A total of 280 consumers living in Seoul, Incheon and Kyeonggi-do area were enrolled in this study. The consumers expected mostly intestinal health (80.4%) after ingesting probiotics. The appropriate price level for purchasing probiotics was between 20,000-50,000 won (58.2%), preferring a price range of 50,000 won or less (77.1%). There was a significant difference in the dietary habits depending on the experience of probiotics ingestion, but there was no difference in the living habit. Consumers took Vitamin C, red Ginseng and Ginseng the most instead of probiotics as health functional foods. Based on the results, a marketing strategy could be established to meet the consumer's needs, such as focusing on the effects of probiotics, building up various price policies and the development of new products mixing with other commonly consumed health supplements.
Keywords
Probiotics Intake; dietary habit; living habit; functional food; customer recognition;
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