프리미엄 막걸리 유형별 소비자 선호도 연구

A Study on Makgeolli Characteristics which is Consumers Prefer by Types of Premium Makgeolli

In recently, liquor market have been formatted that Beer and Soju become two-top frame as eighty percent market share and consumption of well-bing liquor reduces gradually. Whereas, consumers who have various need about liquor product such as various drinking place and taste (BC card facebook, 2015.3.19.). Makgeolli is needed new strategy by change of liquor market environment. And Makgeolli used the domestic rice is needed to activize as the manner of the rice consumption. The results of prior research on Makgeolli industry, Makgeolli have some problems, which is concerned of small of manufacturer, non-standard product, image of cheaper alcohlic, and lower quality that consumers perceived. Therefore, this research have suggested the activation of premium Makgeolli as solution to these problems. The present research as first step to the activation of premium Makgeolli examined that the premium Makgeolli was sounded in liquor market. In specially, we focused that characteristics of commercial premium Makgeolli which have distinct between the A-type and the B-type and characteristics of consumers who proffered premium Makgeolli. The results of this research, consumers have been evaluated the premium Makgeolli favorably. And consumers were perceived that the A-type premium Makgeolli was the most soft and mild, and they thought that proper price of A-type premium Makgeolli was from two thousand to five thousand, the best place to buy them was a large market, and it was drink with friend of the opposite gender. whereas, consumers were perceived that the B-type premium Makgeolli was the most deep and the dark, and they thought that proper price of B-type premium Makgeolli was from five thousand to ten thousand, the best place to buy them was prestige Korean restaurant, and it was drink with family. Finally, the most important attribute which is consumer made decision to purchase the premium Makgeolli was taste attribute, regardless of the types of premium Makgeolli. Based on the result of the this research, we have been discussed manner to activation of the premium Makgeolli and manner to be development with the general Makgeolli.