전통주에 대한 소비자의 이용 현황 및 요구도 분석

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 an d 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%, an d 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 Rec ognition’ 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 de veloping solid concepts of marketing st rategy are required and may be achieved by understanding the consumer preferences and demands of traditional Korean liquors.Key words: traditional Korean liquor, use, demand