韓國食生活文化學會誌 제32권 제5호 (p.394-402)

신선 배에 대한 인지가 배와 배 가공 식품의 구매에 미치는 영향

Effects of Cognition Toward Fresh Pear on the Purchase of Pear and Processed Pear Products
키워드 :
Cognition,fruit purchase,processed fruit product,selection attribute,pear

초록

This study evaluated how fresh pear cognition variables influences the purchase of primary and secondary products to promote pear consumption. The survey was performed online using 200 consumers who have consumed pears. Consumers’ cognition was classified into two groups, one that was more favorable toward fresh pears and one that was less favorable. The cognition toward pear significantly affected the attitude (p<0.001) and purchase intention (p<0.001) toward fresh pear. When consumers bought fresh pear, sweetness was most important among the selection attributes to both groups, and the most common reason why consumers liked the pear analyzed by check all that apply (CATA) was also sweet taste. However, the negative group did not prefer fresh pear because of taste and texture, so those qualities should be wellcontrolled. In addition, cognition toward primary products influenced liking and purchase intention of processed pear products, especially beverages (p<0.001), bakeries and sweets (p<0.05). Therefore, these types of secondary products should be developed based on consumers’ demands.