The Korean Journal of Food And Nutrition (한국식품영양학회지)

The Korean Society of Food and Nutrition (한국식품영양학회)
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A Survey on the Plans to Market Traditional Korean Beverages as Take-Out Products

전통 음청류의 테이크아웃 음료 개발을 위한 소비자 조사

  • Park, Eun-Young (Dept. of Traditional Dietary Life Food, Graduate School, Sookmyung Women's University) ;
  • Han, Young-Sil (Dept. of Food and Nutrition, Sookmyung Women's University)
  • 박은영 (숙명여자대학교 전통문화예술대학원 전통식생활) ;
  • 한영실 (숙명여자대학교 식품영양학)
  • Published : 2007.12.31
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Abstract

With the goal of searching for the ways to help market traditional beverages as take-out products, this study conducted a survey over men and women over 20 years of age in Seoul and Gyeonggi Province. Their perceptions of importance in choosing traditional beverages and conventional drinks were examined for difference. As a result, taste, reliability, health, flavor, and price were important at general beverage, while taste, health, flavor, reliability, price, and color were in choosing traditional beverages. The participants mentioned recovery from fatigue as the most favorable added feature of traditional beverages, which was followed by beneficial for adult diseases and facilitating digestion. Their preferences toward using them to satisfying a sense of hunger was relatively low. The participants preferred price range was $3,000{\sim}3,500$ won, their favorite ingredients were functional ones, and their favorite shop design was a traditional style. It seems that the marketability of traditional beverages as take-out products is high. The promotion and development efforts should involve marketing to women, differentiation strategies from other drinks, a graceful image, reliable drinks, and additional functions such as recovery from fatigue and can benefit adult diseases.

Keywords

References

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