본 논문에서는 매실의 소비촉진을 위한 주요 동기와 요인을 찾기 위하여 관심소비자층과 일반소비자층으로 나누어 조사하였다. 특히 열매매실과 매실가공식품에 대한 소비실태 및 선호도를 조사하였다. 설문내용은 섭취방법, 구매경험, 구매경로, 구매가격, 소비경험, 구매결정요인, 선호요인, 불만족요인, 소비전망, 새로운 가공식품과 소비활성화에 대한 의견 등이었다. 총 534명에게서 응답을 받았으며 SAS program(Version 9.1)의 frequenc

We sought to define the main motivational factors promoting consumption of Prunus mume products. We surveyed both specialized high-volume consumers and public consumers, and focused on consumption of and preferences for Prunus mume and Prunus mume products. We investigated how products were preferentially consumed, purchase experience, purchase location, purchase price, consumption experience, factors important in a purchase decision, preference factors, dissatisfaction factors, consumption outlook, comments on new processed foods, and activation of consumption. A total of 534 responses were received and data were analyzed using the SAS program (Version 9.1) of the Frequency test; Chi-square test was used to detect significant factors. A greater percentage of high-volume(compared with low-volume) consumers processed personal products at home. The public consumer tended to buy commercial products. However, public consumers who were older, who had higher incomes, and who were heads of households, tended to both buy commercial products and to prepare foods at home. The common purchase methods used by high-volume consumers were internet and direct marketing, but the public consumer frequented department stores and hypermarkets. High-volume consumers observed that commercial products were expensive, and such consumers seemed to be particularly cost-sensitive. The decisive factor triggering purchase decisions in high-volume consumers was the geographical origin of the fruit, whereas the public consumer was more concerned with taste. In public, positive factors were that the product was good for health and had a pleasant taste. Some of those surveyed complained of a lack of variety in Prunus mume products and that the amount of Prunus mume in certain products was low. To promote and increase consumption, convenient-to-eat products with healthy images are needed.

• 백종희
• 최정임