KOREASCHOLAR

This study analyzed consumers’ recognition and demand for probiotic products and dietary and living habits according to their probiotics ingestion experience to provide information on the development of probiotic products and marketing strategies in the health functional food-related industry. A total of 280 consumers living in Seoul, Incheon and Kyeonggi-do area were enrolled in this study. The consumers expected mostly intestinal health (80.4%) after ingesting probiotics. The appropriate price level for purchasing probiotics was between 20,000-50,000 won (58.2%), preferring a price range of 50,000 won or less (77.1%). There was a significant difference in the dietary habits depending on the experience of probiotics ingestion, but there was no difference in the living habit. Consumers took Vitamin C, red Ginseng and Ginseng the most instead of probiotics as health functional foods. Based on the results, a marketing strategy could be established to meet the consumer’s needs, such as focusing on the effects of probiotics, building up various price policies and the development of new products mixing with other commonly consumed health supplements.

Abstract
 I. 서 론
 II. 연구내용 및 방법
  1. 연구대상 및 기간
  2. 연구내용 및 방법
  3. 통계분석
 III. 결과 및 고찰
  1. 조사대상자의 인구통계학적 특성
  2. 프로바이오틱스에 대한 전반적인 인지도
  3. 프로바이오틱스 섭취 경험에 따른 식품섭취빈도, 식습관 및 생활습관 차이
 IV. 요약 및 결론
 References

• 조우균(가천대학교 식품영양학과) | Wookyoun Cho (Department of Food and Nutrition, Gachon University)
• 염옥경(가천대학교 특수치료대학원 임상영양학과) | Ok Kyoung Yeom (Department of Clinical Nutrition, Gachon University Graduate School of Professional Therapy)
• 이경란(안산대학교 식품영양과) | Kyung-Ran Lee (Department of Food and Nutrition, Ansan University) Corresponding author