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ISSN : 1225-7060(Print)
ISSN : 2288-7148(Online)
Journal of The Korean Society of Food Culture Vol.28 No.6 pp.594-602

한과에 대한 소비자 인식 및 구매 행동 연구 -서울, 수도권 거주 주부들을 중심으로-

이진영*, 권용석, 최정숙, 박영희, 이혜원
농촌진흥청 국립농업과학원

Consumer Perception and Purchase Behavior of Han-gwa (Traditional Korean Confection) -Focus on Housewives in the Seoul and Gyeonggi area-

Jin-Young Lee*, Yong-Suk Kwon, Jung-Sook Choe, Young-Hee Park, Hye-Won Lee
National Academy of Agricuture Science, Rural Development Administration


This study investigated consumer perception and purchase behavior regarding Han-gwa (traditional Korean confection)in housewives residing in the Seoul and Gyeonggi area. This study was conducted by self-administered questionnaires. Outof 839 questionnaires, 713 questionnaires (85.0%) were used for statistical analyses including frequency analysis, the Chisquare,and one-way ANOVA. Based on the data collected, independence variables were divided less than 40 years (<40),40s, 50 years or higher (50) by age. The major findings were as follows; Firstly, 72.1% of the total respondents had theexperience of purchasing Han-gwa. Gangjeong was the most popular item among purchased. As the purpose of purchasing,holiday gift and snack was on the highest rank. Hypermarkets / discount stores (48.9%) was the most common place for theplace of purchase. Secondly, there was a significant difference in the perception of Han-gwa by age; respondents aged 50years or older showed more positive perception in Han-gwa in 3 factors among total of 11 factors. Thirdly, for thepopularization of Han-gwa, ‘too sweet taste (44.2%)’ and ‘small portion size (22.9%)’ were pointed to be improved byrespondents. Results of this study indicate that 1) Yu-gwa and Yak-gwa require new product development based on agesegmentation, and health and food safety are important variables considered when housewives purchase Han-gwa.