막걸리 특성이 소비자 인식 및 구매행동에 미치는 영향에 관한 연구

A Study on the Consumer Recognition and Purchasing Behaviour by Rice Wine’s Features -Focused on Brand Recognition-

Rice wine which is popular among ordinary people and has the longest history is representative and traditional wine in Korea. As customers decide to purchase the products they want to buy, wine companies need to find a way to let customers recognize their brand. This study will research customers’ brand recognition and their purchasing behavior and empirically verify the influences from rice wines’ features on customers. To achieve objectives of this study, we set up theoretical basis by using thesis, company publications and other publications related and conducted actual survey on 280 selected customers who drink rice wine at rice wine shop in Insadong area by documented questionnaires. The results of this study are as follows. First, the taste of each selected rice wine has significant influence on customers’ brand recognition. Price and packaging design can have partial influence. Second, the taste of each selected rice wine also has significant influence on customers’ purchasing behaviour. The ingredients of rice wine can have influence on the purchasing behaviour. Third, brand recognition has meaningful influence on customers’ purchasing behaviour. According to this study, rice wine makers need to set up various marketing strategies to increase brand recognition and promote customer purchasing behaviour with rice wines’ features considered. Finally, to make new rice wine demands not only in the domestic market but abroad, rice wine makers need to make more and constant efforts in both marketing and research and development.