Earticle

초록

영어

The objectives of this study were to investigate the effects of brand familiarity and brand recognition on the acceptance of 10 commercial Korean rice wines (yakju). For the consumer preference testing, 104 rice wine drinkers (males, 56; female, 48) from their 20’s to 40’s were recruited. Consumers first rated the preferences and purchasing intent of the samples without accompanying information about each sample. During a break, brand familiarities and demographics were surveyed. The consumers then rated the preferences and purchasing intent with information about each sample. An analysis of variance was constructed to evaluate the effect of gender, age, and samples on the liking and purchasing intent of the rice wine products. Significant differences were observed for the likings and purchasing intents among the 10 samples with and without brand information, respectively. A paired t-test was performed to evaluate the effect of brand recognition between with and without brand information. A significant effect of brand recognition was confirmed, particularly for the samples with higher levels of brand familiarity. Internal preference mapping was performed to understand the overall relationships between each consumer’s liking of the 10 samples with and without brand information. Acceptance tended to shift toward more familiar products when the information was presented.

목차

Abstract
 서론
 재료 및 방법
  재료
  소비자
  시료 준비 및 제시
  평가내용 및 절차
  통계분석
 결과 및 고찰
  브랜드 친밀도 평가
  소비자 기호도 및 구매의사 평가
 요약
 감사의 글
 문헌

키워드

저자

• 이승주 [ Seung-Joo Lee | 세종대학교 외식경영학과 ] Corresponding author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  한국식품과학회지 [Korean Journal of Food Science and Technology]

• 간기

  격월간

• pISSN

  0367-6293

• 수록기간

  1969~2011

• 십진분류

  KDC 574 DDC 664