청주시 노인소비자의 건강기능식품 인식과 구매행동

Cognition and Purchasing Behaviors of Dietary Supplements among the Elderly in Cheongju

The purpose of this study was to find the cognition & purchasing behaviors of dietary supplements among the Elderly. One hundred subjects who were over age 60 and living in Cheongju was selected, face to face questionnaire survey was conducted during April 4 to 15, 2011. Frequency, percent, average were utilized for analyzing data using SPSS 17.0. Major findings were as following. First, most of respondents(77.0%) thought that dietary supplements is the foods for enhancing health, which is right answer. Second, most respondents(68.0%) had dietary supplements informations from TV, radio, resulting from that old people stay at home alone with TV. Third, 24.0% of respondents did not understood at all the statement accompanied with dietary supplements goods. This result implied that the statement with goods should be written in proper ways for the elderly. Fourth, 51.7% of respondents spent 200,000 won and 43.7% spent 400,000 won per a buying respectively. And respondents bought dietary supplements mainly in terms of home shopping and internet(41.3%), department store & big shopping mall(16%). Fifth, 54.0% of respondents experienced dis-satisfaction or damages from dietary supplements. And most of them did not anyone or simply told their peer group about their dis-satisfaction or damages.