한국조리학회지 (Culinary science and hospitality research)

  • 제14권3호
  • /
  • Pages.143-155
  • /
  • 2008
  • /
  • 2466-0752(pISSN)
  • /
  • 2466-1023(eISSN)
한국조리학회 (Culinary Society of Korean Academy)
권호 표지

부산지역 어묵 브랜드제품 개발에 관한 연구

A Study on Brand Planning and Product Development of Busan Fish-Paste Products

  • 김영훈 (동의대학교 외식산업경영학과) ;
  • 정진우 (영산대학교 서양조리학과) ;
  • 김경환 (동의과학대학 식품과학계열) ;
  • 박경태 (가야대학교 호텔조리영양학과) ;
  • 김경묘 (경남정보대학 외식조리학과) ;
  • 백종온 (동의대학교 외식산업경영학과) ;
  • 조용범 (동의대학교 외식산업경영학과) ;
  • 나영아 (을지대학교 외식조리학)
  • Kim, Young-Hoon (Dept. of Food Service & Restaurant Management, Dong-eui University) ;
  • Jung, Jin-Woo (Dept. of Western Cuisine & Culinary Arts, Youngsan University) ;
  • Kim, Kyung-Hwan (Divison of Food Science Culinary, Dong-eui College) ;
  • Park, Kyong-Tae (Dept. of Nutrition & Culinary Arts, Kaya University) ;
  • Kim, Kyoung-Myo (Dept. of Information & Technology, Kyungnam College) ;
  • Paeck, Jong-On (Dept. of Food Service & Restaurant Management, Dong-eui University) ;
  • Cho, Yong-Bum (Dept. of Food Service & Restaurant Management, Dong-eui University) ;
  • Rha, Young-Ah (Food Services Management and Culinary Arts, Eulji University)
  • 발행 : 2008.09.30
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초록

The objective of this study is collecting the basic information about the consumption of fish paste for developing Busan Fish-Paste products. Also, we tried to validate the effects of Busan Fish-Paste's Brand factors for its consumers. A survey was conducted to analyze the consumers who purchased fish paste products. The result showed that 60 percent of the respondents preferred Busan Fish-Paste. And 41 percent of the respondents considered the taste of fish paste products when purchasing them. As for brand, the perceived quality of Busan Fish-Paste had extremely positive influence on consumers' satisfaction. And consumers' satisfaction had significantly positive influence on brand preference and brand loyalty.

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