KOREAN J. FOOD COOK. SCI. Vol. 30, No.1, pp. 041~050 (2014) ISSN 2287-1780(Print) ISSN 2287-1772(Online) http://dx.doi.org/10.9724/kfcs.2014.30.1.041 전통주에대한소비자의이용현황및요구도분석 김지영 박금순 대구가톨릭대학교생명식품학부외식산업학과 Analysis of Consumers' Present Use and Future Demand of Traditional Korean Liquors Ji-Young Kim Geum-Soon Park Faculty of Food Service and Technology, Catholic University of Daegu Abstract The purpose of this research was to exam the recognition and use for traditional Korean liquors and to consider the problems of traditional liquor businesses and the plans for its popularization. This study was conducted with 411 adults of 20 years old and above, all of whom lived in the Daegu and Gyeongbuk Provinces. According to the survey, females were higher than males(49.6%) by 50.4%, and ages 20 was the highest. With regards to what kind of liquor they enjoyed, the consumers enjoyed soju the most, followed by beer and traditional Korean liquors. The favorite liquor of the men was soju, followed by beer and traditional Korean liquor, and the women mostly liked beer, followed by soju and wine. An important-performance analysis (IPA) was performed for 17 attributes of traditional Korean liquor and identified the targets for product management strategies, including Variety, Functionality, Extended Recognition and Healing hangovers. The recognition of traditional Korean liquor was high in the order of takju, Fruit wine, Chongju, Yakju, Distilled soju, and Distilled liquor. As a result, the developing solid concepts of marketing strategy are required and may be achieved by understanding the consumer preferences and demands of traditional Korean liquors. Key words: traditional Korean liquor, use, demand Ⅰ. 서론 전통주는 한민족의식생활풍속이담겨져있는술 로특정민족의생활습관이빚어낸중요한문화유산중의하나이고, 오랜기간전승되어온술로독일의맥주, 스코틀랜드의위스키, 프랑스의와인, 북유럽의보드카, 중국의바이주, 일본의사케, 쿠바의럼, 멕시코의데킬라등이이에속한다 (Seo SH 와 Lee JE 2009, Lee JH 등 2012). 전통주는예로부터전승되어오는원리를계승, 발전시켜진흥이필요하다고인정된술로막걸리는영양학적인면에서일반주류와달리상당량의단백질과당질, 비타민, 각종유기산과미량의생리활성물질등을함유하고있어건강기능적가치가높아우리나라의대표적인주류라할수있다. 약주는곡류, 곡류이외의전분이포함 Corresponding author: Geum-Soon Park, Faculty of Food Service and Technology, Catholic University of Daegu, Korea Tel: +82-53-850-3512 Fax: +82-53-850-3512 E-mail: gspark@cu.ac.kr 되어있는물로누룩과물을원료로하여발효시킨술덧을여과, 제성한맑은술이며, 이를증류하면소주가만들어진다 (Kwon YJ 등 2012, Kim EH 등 2013). 현행 주세법 은주류를주류의종류에따라주정, 탁주, 약주, 청주, 맥주, 과실주등을총칭하는발효주류, 증류식소주와희석식소주를비롯하여위스키, 브랜디, 일반증류주, 리큐르를포함한증류주류등으로나누고있다 (Kim YJ 2004). 본연구에서는전통주종류별인지도와선호도를파악하기위하여발효주류인탁주, 청주 / 약주, 과실주와증류식소주, 증류주, 리큐르 6 가지로구분하여전통주에대한인식도를조사하였다. 국내전통주시장의규모는지난몇년간증가추세를보이고있지만 6 조 7000 억원규모의전체주류시장에서 3% 정도를차지하고있어다른주류에비해시장규모가작다. 2000 년이후의전통주주류별출고동향을보면탁주의경우감소추세를보이다소폭증가하고있는실정이며약주는대표주종인백세주의판매량감소에따라하향곡선을보이고있다. 청주도지속적인출고량감소를보였지만 2009 년불기시작한막걸리열풍으로인하여다시한국의전통주가일시적인패션이아닌트렌드로 41
42 김지영 박금순 자리잡을수있을것으로예측하였다 (Lee HS 등 2010). 최근전통주는건강과관련하여소비증가로관련산업의분야에서다양한형태로발전하고있으며전통주의건강상효능이소비자의관심을불러일으키면서국내뿐만아니라해외에서도소비와수출이급격히늘어가고있다 (Lee JH 등 2012). 전통주에대한연구동향을살펴보면, 전통주의제조와발효제에관한연구 (Song JH 등 2011), 전통주의특성과기능에관한연구 (Kim JH 등 2003, Kim CS 등 2004, Kim YS 와 Park YS 2007, Seo DS 등 2008), 전통주이용실태에대한연구 (Kim YJ 와 Han YS 2006), 전통주의가치연구 (Han HC 와 Seo JM 2009), 전통주선호도와선택속성연구 (Kim MJ 2010, Moon OS 와 Jeon HM 2011), 전통주의구매의도연구 (Min MS 등 2010) 가보고된바있다. 하지만전통주의소비행태에따른시장세분화에대한연구는미비하며국내외주류관련선행연구를살펴보면제품컨셉개발단계이전에소비자의소비실태와니즈를분석한연구사례는없는것으로나타났다 (Kim EH 등 2013). 즉시장의성장만큼이나선행되어야하는전통주소비행태에대한연구는아직충분히이루어지지못하고있으며전통주에대한대중화가활성화되지못하고있는실정이다. 전통주는건강과관련주류부분에서가장대표적인기호식품으로최근의웰빙, 행복, 삶의만족, 질병이없는상태, 슬로우푸드인식과무관하지않다는것이대세의흐름이다. 상대적으로고가의주류인와인시장이급격히증가하는것도, 와인섭취가오히려건강에좋다는연구결과에서도소비자의건강에대한욕구의방향성이제시되고있다 (Lee JH 등 2012). 따라서소비자의요구와구매도에동기를부여할수있는전통주개발이이루어져야할것이며, 소비자의기대와환경의변화에부응하여그에근거한전통주개발이요구되어진다. 본연구에서는대구와경북지역의성인남녀를대상으로주류와전통주에대한이용실태를비교분석하고, 소비자의정확한요구도와대중화요인을조사함으로써앞으로의전통주연구및제품개발에도움이되는기초자료를제공하고자한다. 1. 조사대상및기간 Ⅱ. 연구방법 한국전통주의이용현황및전통주에대한소비자의요구도와만족도를조사하기위하여 2013 년 5 월 10 일부터 2013 년 7 월 25 일까지대구 경북지역에거주하는 20 대이상의성인남녀를대상으로설문조사를하였으며총 450 부를배부하여내용기재가미흡한것을제외한 411 부 ( 회수율 91.3%) 를분석자료로사용하였다. 2. 조사내용및분석방법 설문지는선행연구 (Kim JY 와 Han YS 2006, Kim EH 등 2013) 를기초로하여수정하였으며조사내용은조사대상자의일반적사항, 술과전통주의음용실태, 술과전통주의이용과구입이유, 전통주의인식도및선호도, 전통주소비를위한중요도및만족도, 전통주개발에대한소비전망과동의정도, 전통주개발을위한대중화방안, 개발전통주에대한기호도와구매도에대한문항으로구성되었다. 전통주에대한인식도, 선호도, 만족도, 대중화방안은 매우잘알고있다 ( 매우좋아한다 ) 5 점, 전혀모른다 ( 매우싫어한다 ) 를 1 점으로 5 점 Likert 척도를사용하여측정하였으며모든자료분석은 SPSS 12.1 program 을사용하였다. 일반적사항과음용실태는빈도와백분율을구하여성별로 x 2 - 검정을하였으며인식도와선호도및대중화방안은평균및 t- 검정을실시하였다. 전통주의요구도와관련하여전통주의중요도와수행도속성을 t- 검정및 IPA(Importance-performance Analysis) 를실시하였으며신뢰도분석결과 cronbach's α=0.910 으로신뢰도가높게나타났다. Ⅲ. 결과및고찰 1. 조사대상자의일반적사항 Table 1 은조사대상자의일반적사항을나타낸것으로성별로는남자가 49.6%(204 명 ), 여자가 50.4%(207 명 ) 으로나타났고연령별로는 20 대가 29.9%, 30 대가 26.5%, 40 대가 20.7%, 50 대이상이 22.9% 로고른분포를나타냈다. 결혼여부는 198 명인 48.2% 가미혼이었으며 213 명 (51.8%) 이기혼으로기혼자가미혼자보다약간높게나타났다. 학력은대학교졸업이 49.4%(203 명 ) 로가장높게나타났으며고등학교졸업 (38.4%), 중학교졸업 (6.6%), 대학원이상 (5.6%) 순으로나타났다. 직업은학생이 33.3% 로가장많았으며사무관리직 (19.2%), 판매서비스직 (15.6%), 생산기능직 (8.8%), 전문직 (8.5%), 전업주부 (8.3%), 기타 (6.3%) 순으로나타났다. 월평균수입은 200 만원미만이 33.8%, 300 만 -400 만이 20.9%, 200 만 -300 만이 19.5%, 400-500 만과 500 만이상이 12.9% 로나타났다. 거주지역은과반수이상 (74.5%) 이대도시에거주하고있었으며 83.5%(343 명 ) 가핵가족형태를이루고있었다. 종교는무교가 41.1% 로가장많았으며불교, 천주교, 기독교, 기타순으로나타났다. 2. 소비자의주류및전통주이용현황 1) 주류와전통주섭취실태주류와전통주에대한소비실태를분석한결과 Table 2 와같다. 소비자들이평소즐겨마시는주류는소주 (47.4%) 와맥주 (35.3%) 를남녀모두가장많이마시며소 한국식품조리과학회지제 30 권제 1 호 (2014)
전통주에대한소비자의이용현황및요구도분석 43 Table 1. General characteristics of the subject General characteristics N % Gender Male 204 49.6 Female 207 50.4 20-29 123 29.9 Age(yrs) 30-39 109 26.5 40-49 85 20.7 50 94 22.9 Marital status Unmarried 198 48.2 Married 213 51.8 Middle school 27 6.6 Level of education High school 158 38.4 College/University 203 49.4 Graduate school 23 5.6 Professional workers 35 8.5 Office workers 79 19.2 Labor/Technician 36 8.8 Occupation Student 137 33.3 Seller/Service 64 15.6 House wife 34 8.3 The others 26 6.3 200 139 33.8 200-300 80 19.5 Monthly family income(10,000won) 300-400 86 20.9 400-500 53 12.9 500 53 12.9 Large city 306 74.5 Residential region Small city 83 20.2 Farming village 22 5.4 Nuclear family 343 83.5 Types of family Extend family 60 14.6 The others 8 1.9 Christianity 40 9.7 Catholicism 77 18.7 Religion Buddhism 117 28.5 No religion 169 41.1 The others 8 8 Total 411 100.0 주는여자 (40.1%) 에비해남자 (54.9%) 가더많이마시고, 맥주는여자 (39.1%) 가남자 (31.4%) 보다더많이마시는것으로나타났다. 다음으로전통주 (7.8%), 와인 (6.1%), 양주 (1.0%) 순으로나타났고성별에따라유의한차이가있었다 (p<.05). 소비자들이좋아하는주류에서남자는소주 (44.6%), 맥주 (29.4%), 전통주와와인 (10.8%), 양주 (2.5%) 순으로높았으며, 여자는맥주 (38.2%), 소주 (24.6%), 와인 (20.3%), 전통주 (10.1%), 양주 (1.9%) 순으로좋아하여남자에비해여자가알코올도수가낮은술을더선호하였다. 2004 년서울경기지역소비자들에대한음주실태 (Kim YJ 와 Han YS 2006) 와비슷한경향을보여본연구 (2013 년 ) 에서술의종류에대한기호도가큰 Korean J. Food Cook. Sci. Vol. 30, No.1 (2014)
44 김지영 박금순 Table 2. Preference and reason for drinking and nondrinking of traditional Korean liquor Enjoyed liquor Favorite liquor Favorite traditional Korean liquor Reason for drinking traditional Korean liquor Reason for non drinking traditional Korean liquor * p<0.05, *** p<0.001 Variables Male Female Total x 2 Soju 112(54.9) 83(40.1) 195(47.4) Spirits 2(1.0) 2(1.0) 4(1.0) Beer 64(31.4) 81(39.1) 145(35.3) Wine 8(3.9) 17(8.2) 25(6.1) Traditional Korean liquor 15(7.4) 17(8.2) 32(7.8) The others 3(1.5) 7(3.4) 10(2.4) Soju 91(44.6) 51(24.6) 142(34.5) Spirits 5(2.5) 4(1.9) 9(2.2) Beer 60(29.4) 79(38.2) 139(33.8) Wine 22(10.8) 42(20.3) 64(15.6) Traditional Korean liquor 22(10.8) 21(10.1) 43(10.5) The others 4(2.0) 10(4.8) 14(3.4) Takju 112(54.9) 102(49.3) 214(52.1) Chongju & Yakju 19(9.3) 22(10.6) 41(10.0) Fruit wine 55(27.0) 77(37.2) 132(32.1) Distilled liquor 16(7.8) 5(2.4) 21(5.1) Liqueur 2(1.0) 1(0.5) 3(0.7) Reasonable cost 29(14.2) 18(8.7) 47(11.4) Good Taste 85(41.7) 94(45.4) 179(43.6) Good Flavor 20(9.8) 21(10.1) 41(10.0) Because of Tradition 45(22.1) 42(20.3) 87(21.2) The others 25(12.3) 32(15.5) 57(13.9) Unfair Cost 44(21.6) 43(20.8) 87(21.2) Hardship of purchase 36(17.6) 39(18.8) 75(18.2) Bad Taste 51(25.0) 54(26.1) 105(25.5) The others 73(35.8) 71(24.3) 144(35.0) 11.250 * (df=5) 22.800 *** (df=5) 10.427 * 3.993 1.223 (df=3) N(%) 변화가없는것으로나타났다. 이는소비자가선호하거나주로마시는주류가대부분소주와맥주이고전통주의선호도와이용도는여전히낮게나타남을알수있었다. 한국의전통주중에좋아하는술은남녀모두각각 54.9%, 49.3% 로전체중과반수 (52.1%) 가탁주를좋아한다고하였으며과실주, 청주및약주, 증류주, 리큐르순으로나타났다. 전통주를마시는이유로는맛이좋아서가 43.6% 로가장높게나타났으며, 우리의것이기때문에 (21.2%) 가그다음순으로나타났다. 2) 주류와전통주이용현황 Table 3 은소비자들의술과전통주의이용현황을나타낸것으로주로주류의섭취횟수는일주일에 1-2 번 (33.6%), 한달에 1-2 번 (32.8%) 이가장많았다. 남자는일 주일에 1-2 번이가장높게나타났으며여자는한달에 1-2 번으로남자보다여자가주류의섭취횟수가적게나타났다. 전통주의섭취횟수는남녀모두특정한날 ( 명절, 제사 ) 에 47.9% 로가장높게나타났으며, 그다음한달에 1-2 번순으로나타나주류섭취빈도에비해전통주의섭취빈도가낮은것으로나타났다. Lee HS 등 (2010) 의막걸리음용빈도는남녀모두한달에 2-3 번으로최근대중매체를통해막걸리에대한소개및홍보가막걸리의인기상승에영향을주었다고보고한바있으나, Kim EH 등 (2013) 은약주의섭취빈도가월 1-2 회, 3 개월에 1-2 회가많은것으로나타나현대인에게전통주의소비가일반주류에비해낮은것을알수있었다. 주류의음용장소로는남녀모두일반음식점에서각각 68.1%, 70.0% 로높게나타났고, 집, 술전문점, 간이휴게점순으로나타 한국식품조리과학회지제 30 권제 1 호 (2014)
전통주에대한소비자의이용현황및요구도분석 45 Table 3. Actual condition of the utilization for traditional Korean liquor Frequence of drinking Frequence of traditional Korean liquor Place of drinking Place of drinking traditional Korean liquor * p<0.05, *** p<0.001 Variables Male Female Total x 2 5 times/week 8(3.9) 2(1.0) 10(2.4) 3-4 times/week 37(18.1) 11(5.3) 48(11.7) Once or twice/week 75(36.8) 63(30.4) 138(33.6) Once or twice/month 52(25.5) 83(40.1) 135(32.8) Once a two-month 21(10.3) 38(18.4) 59(14.4) No drink 5(2.5) 8(3.9) 13(3.2) The others 6(2.9) 2(1.0) 8(1.9) 5 times/week 6(2.9) 0(0.0) 6(1.5) 3-4 times/week 2(1.0) 4(1.9) 6(1.5) Once or twice/week 20(9.8) 10(4.8) 30(7.3) Once or twice/month 48(23.5) 47(22.7) 95(23.1) Once a two-month 24(11.8) 27(13.0) 51(12.4) No drink 14(6.9) 12(5.8) 26(6.3) Holidays 90(44.1) 107(51.7) 197(47.9) Home 30(14.7) 35(16.9) 65(14.6) Korean restaurant 139(68.1) 145(70.0) 284(69.1) Hop & bar 15(7.4) 9(4.3) 24(5.8) Snack cart 14(6.9) 9(4.3) 23(5.6) The others 6(2.9) 9(4.3) 15(3.6) Home 94(46.1) 108(52.2) 202(49.1) Korean restaurant 65(31.9) 64(30.9) 129(31.4) Hop & bar 26(12.7) 24(11.6) 50(12.2) Snack cart 10(4.9) 5(2.4) 15(3.6) The others 9(4.4) 6(2.9) 15(3.6) 33.416 *** (df=6) 14.649 * (df=7) 3.677 3.303 N(%) 났다. 전통주의음용장소로는남녀모두집이가장높게나타났으며일반음식점, 전통주전문점, 간이휴게점순으로나타났다. 전통주는현대인들의요구에맞춰다양한전통주의출시와외식산업화등새로운소비문화를유도하고있으나일반적인주류의섭취장소 ( 일반식당 ) 보다는집에서즐겨마시는경우가높게나타나전통주섭취가소비자들에게대중적으로보편화되지못한것으로나타났다. 3) 전통주의구입현황 Table 4 는전통주의구입현황에대한이용실태로전통주를구입하기위한관심도에서대부분이 (89.6%) 긍정적으로관심을가지고있으며전통주구입여부에서 26 명을제외한 385 명이전통주를구입한경험이있다고응답하였다. 전통주를구입한소비자들에게구입이유에대한응답으로남자는선물용 (28.9%), 직접먹기위하여 (28.4%) 로높게나타났으며여자는직접먹기위하여 (32.9%), 차례및제사상에올리기위하여 (30.9%) 로높게나타나남녀간구입이유에대해약간상이한결과를보였다. 전통주의구입장소로는대부분이마트를이용하며전통주에대한정보는남녀모두 TV, 라디오, 신문과잡지등대중매체광고를통해획득하는것으로나타났다. 3. 소비자의전통주에대한인지도및선호도소비자의전통주에대한인지도및선호도는 Table 5와같이남자는 3.81로탁주 ( 막걸리류 ) 에대한인지도가가장높게나타났으며과실주 ( 사과주, 복분자주 ), 증류식소주 ( 안동소주등 ), 청주 ( 국화주, 화랑 ), 증류주 ( 금산인삼주, 송로주 ), 리큐르 ( 이강주등 ) 순으로전통주에대해인식하고있었다. 여자는탁주 3.78, 과실주 3.48, 청주 3.06, 증류식소주 3.05, 증류주 2.64, 리큐르 2.07 순으로나타났으며남녀모두탁주에대한인지도가가장높게나타났 Korean J. Food Cook. Sci. Vol. 30, No.1 (2014)
46 김지영 박금순 Table 4. Purchase motivation of traditional Korean liquor Preference of traditional Korean liquor Experience to purchase Reason to purchase Place to purchase Information gathering * p<0.05, *** p<0.001 Variables Male Female Total x 2 Very dislike 7(3.4) 1(0.5) 8(1.9) Dislike 17(8.3) 17(8.2) 34(8.3) Moderate 102(50.0) 110(53.1) 212(51.6) Like 67(32.8) 77(37.2) 144(35.0) Very like 11(5.4) 2(1.0) 13(3.2) 11.706 * Yes 194(95.1) 191(92.3) 385(93.7) 1.386 No 10(4.9) 16(7.7) 26(6.3) (df=1) Present 59(28.9) 34(16.4) 93(22.6) To eat 58(28.4) 68(32.9) 126(30.7) Festival 16(7.8) 13(6.3) 29(7.1) Korean traditional food 16(7.8) 3(1.4) 19(4.6) Holiday 33(16.2) 64(30.9) 97(23.6) Curiosity 6(2.9) 4(1.9) 10(2.4) The others 6(2.9) 5(2.4) 11(2.7) Liquor shop 19(9.3) 14(6.8) 33(8.0) Department 8(3.9) 6(2.9) 14(3.4) Mark & Mart 144(70.6) 153(73.9) 297(72.3) Convenience store 8(3.9) 1(0.5) 9(2.2) Regional product store 10(4.9) 11(5.3) 21(5.1) The others 5(2.5) 6(2.9) 11(2.7) Mass media (TV, radio et.) 130(63.7) 143(69.1) 273(65.0) Direct media 29(14.2) 23(11.1) 52(12.7) Outdoor advertising 7(3.4) 6(2.9) 13(3.2) Indirect advertising 12(5.9) 13(6.3) 25(6.1) New media 10(4.9) 14(6.8) 24(5.8) The others 16(7.8) 8(3.9) 24(5.8) 28.482 *** (df=7) 8.262 (df=6) 4.740 (df=5) N(%) 다. 선호도로서남녀모두탁주가각각 3.59, 3.54 로높았으며과실주가각각 3.06, 3.19 로높은선호를보였다. 그리고청주, 증류식소주, 증류주, 리큐르는 3 점이하의선호도를보여전통주의인식도에비해선호도가대부분낮게평가되었다. 이는소비자들이전통주에대한인식이미흡하며주로시중에서탁주 ( 막걸리 ) 류를가장많이접하고있기때문이라사료된다. Kim YJ 와 Han YS(2006) 은탁주와청주및약주, 과실주, 증류식소주, 증류주, 리큐르의종류를무작위로선정하여인지도를살펴본결과대부분 1~2 점대를나타내었으며연령이높을수록전통주에대한인지도가높게나타날것으로기대하였으며그렇지않음의결과를보여아직전통주에대한보급과인식증대가필요하리라사료된다. 전통주에대한인식과 섭취경험의증대는기호도에영향을주므로소비자의요구와기호도를살펴보고쉽게접할수있는바람직한전통주의개발이필요하리라생각된다. 4. 전통주의중요도및수행도 (IPA) 와대중화방안 1) 전통주의중요도및수행도 (IPA) 전통주의속성에대한중요도및수행도정도에대해소비자의인식을분석한결과 (Table 6) 소비자가가장중요하다고생각한속성으로전통주의숙취해소 (4.20), 전통주의품질 (4.16), 전통주의맛 (4.08), 음식과의어울림 (3.96), 기능성과전통주의향 (3.93) 순으로나타났다. 가장중요도가낮은속성으로는전통주의생산지역 (3.27), 색 (3.44), 용량 (3.45) 으로나타났으나모든항목에서 3점이 한국식품조리과학회지제 30 권제 1 호 (2014)
전통주에대한소비자의이용현황및요구도분석 47 Table 5. Recognition and preference of traditional Korean liquor M±S.D Recognition Preference * p<0.05, *** p<0.001 Variables Male Female Total T-value Takju 3.81±0.95 3.74±0.79 3.78±0.88 0.748 Chongju & Yakju 3.10±1.03 3.01±0.97 3.06±1.00 0.941 Fruit wine 3.49±0.93 3.47±0.87 3.48±0.90 0.133 Distilled soju 3.13±1.01 2.98±0.98 3.05±1.11 1.343 Distilled liquor 2.84±0.58 2.43±0.96 2.64±1.00 3.816 *** Liqueur 2.18±0.08 1.98±0.97 2.07±0.53 2.153 * Takju 3.59±0.90 3.54±0.89 3.56±0.89 0.535 Chongju & Yakju 2.69±0.97 2.76±0.89 2.72±0.93 -.837 Fruit wine 3.06±1.02 3.19±0.88 3.13±0.96-1.367 Distilled soju 2.55±0.53 2.43±0.84 2.49±0.93 1.295 Distilled liquor 2.29±0.92 2.20±0.84 2.24±0.88 1.049 Liqueur 2.05±0.95 2.02±0.79 2.04±0.88 0.400 상 ( 보통 ) 의중요도를나타내었다. 전통주에대한수행도에서는맛 (3.34), 음식과의어울림 (3.29), 품질 (3.20), 향 (3.21) 순으로나타나중요도가높았던전통주의품질, 맛, 음식과의어울림은수행도가높은것으로나타났다. 하지만중요도가가장높았던숙취해소는수행도가 2.80 으로가장낮게나타났으며기능성도 3.04 로낮은수행도를보여주었다. Kim EH 등 (2013) 은약주의중요도 - 수행도분석결과약주의맛, 품질, 향이가장높은중요도를보였 으며생산지역, 알코올도수등이가장낮은것으로나타났으며수행도에서약주의맛, 품질, 향등이높게평가를받아본연구결과와비슷한경향을보였다. 또한소비자의주류이용행태를조사한선행연구결과에따르면전통주및약주구매시고려사항으로맛을가장우선시하는것으로나타났고그밖에가격, 건강, 브랜드, 포장디자인등도중요한고려사항이었으며반면생산지역, 알코올도수, 회사이미지등을구매에영향을미치지않는 Table 6. Importance-Preference Analysis(IPA) of factors in selecting traditional Korean liquor M±S.D Factor Importance Performance T-value Taste of traditional Korean liquor 4.08±0.77 3.34±0.78 16.752 *** Flavor of traditional Korean liquor 3.93±0.81 3.21±0.79 15.559 *** Alcohol of traditional Korean liquor 3.49±0.88 3.17±0.64 6.105 *** Cost of traditional Korean liquor 3.77±0.87 3.11±0.75 11.732 *** Design of traditional Korean liquor 3.54±0.95 3.12±0.71 7.329 *** Variety of traditional Korean liquor 3.74±0.91 3.01±0.71 12.614 *** Age of traditional Korean liquor 3.48±0.93 3.05±0.61 8.708 *** Production area of traditional Korean liquor 3.27±1.00 3.07±0.64 4.191 *** Functionality of traditional Korean liquor 3.93±0.99 3.04±0.77 13.693 *** Advertisement of traditional Korean liquor 3.69±1.00 2.96±0.77 12.142 *** Compatible Foods with traditional Korean liquor 3.96±0.79 3.29±0.75 14.061 *** Extended Recognition 3.76±0.92 3.08±0.79 12.784 *** Healing a hangover 4.20±0.86 2.80±0.93 21.166 *** Brand of traditional Korean liquor 3.57±0.91 3.30±0.67 10.166 *** Quantity of traditional Korean liquor 3.45±0.89 3.13±0.65 6.111 *** Color of traditional Korean liquor 3.44±0.92 3.17±0.71 5.229 *** Quality of traditional Korean liquor 4.16±0.82 3.20±0.79 18.677 *** *** p<0.001 Korean J. Food Cook. Sci. Vol. 30, No.1 (2014)
48 김지영 박금순 다고하였다 (Lee DP 2006, Lee SJ 2010). 전통주에대한 IPA 도식화결과 (Fig. 1) 중요도와수행도가모두높은 Keep up the food work 영역인 1 사분면에는맛, 향기, 가격, 음식과어울림, 품질의속성이위치하였으며계속이수행상태를유지하는전략이필요하다. 2 사분면인 Concentrate here 영역은다양성, 기능성, 인지도확산, 숙취해소속성이위치하였으며소비자가중요하게생각하였으나수행도가낮게평가되어집중적인관리전략이필요한영역이다. 3 사분면인 Low priority 영역은생산년도, 생산지역, 광고, 브랜드가속하는영역으로상대적으로중요도와수행도가떨어지는속성으로나타났다. 4 사분면인 Possible overkill 영역은알코올함량, 디자인, 용량, 색의속성이위치하여상대적으로중요도는낮으나수행도가높은것으로평가되었다. 이와같이소비자가음식에대해대부분중요하게생각하는속성은맛과품질이며, 중요도에비해수행도가낮은속성은개선과노력이필요함을알수있다. 따라서전통주에대하여중요도가높았던숙취해소및기능성에대한만족도를높이고전통주의다양성과인지도확산이필요하리라사료된다. 2) 전통주의소비전망및계승발전이유 Table 7 은전통주의소비전망및계승발전이유에대한결과로전통주가 82.0% 소비가증가할것이라고응답 Fig. 1. Importance-Preference Analysis(IPA) by attributes of traditional Korean liquor 1. Taste, 2. Flavor, 3. Alcohol, 4. Cost, 5. Design, 6. Variety, 7. Age, 8. Production area, 9. Functionality, 10. Advertisement, 11. Compatible Foods with Korean traditional liquor, 12. Extended Recognition, 13. Healing a hangover, 14. Brand, 15. Quantity, 16. Color, 17. Quality Table 7. Prospect and improvement of traditional Korean liquor Prospect of consumption Possibility of development Korean traditional food Goods are second to none Agreeable to the palate Variables Male Female Total x 2 Decrease 6(2.9) 5(2.4) 11(2.7) 0.683 Maintenance 30(14.7) 33(15.9) 63(15.3) (df=2) Increase 168(82.3) 169(81.6) 373(82.0) Do not agree at all 1(0.5) 0(0.0) 1(0.2) Do not agree 1(0.5) 2(1.0) 3(0.7) 4.044 So so 30(14.7) 24(11.6) 54(13.1) Agree 107(52.5) 125(60.4) 232(56.4) Agree a lot 65(31.9) 56(27.1) 121(29.4) Do not agree at all 0(0.0) 0(0.0) 0(0.0) Do not agree 1(0.5) 1(0.5) 2(0.5) So so 36(17.5) 25(12.1) 61(14.8) Agree 112(54.9) 108(52.2) 220(53.5) Agree a lot 55(27.0) 73(35.3) 128(31.1) Do not agree at all 4(2.0) 0(0.0) 4(1.0) Do not agree 11(5.4) 1(0.5) 18(4.4) So so 52(25.5) 25(12.1) 96(23.4) Agree 82(40.2) 108(52.2) 183(44.5) Agree a lot 55(27.0) 73(35.3) 110(26.8) Do not agree at all 1(0.5) 0(0.0) 1(0.2) Do not agree 12(5.9) 9(4.3) 21(5.1) So so 74(36.3) 67(32.4) 141(34.3) Agree 80(39.2) 97(46.9) 177(43.1) Agree a lot 37(18.1) 34(6.4) 71(17.3) 4.566 7.507 3.514 N(%) 한국식품조리과학회지제 30 권제 1 호 (2014)
전통주에대한소비자의이용현황및요구도분석 49 Table 8. Popularization of traditional Korean liquor Taste Flavor Shelf life Cost Package Increasing selling Certificate System Nutrition Origin mark Quality Functional product Standard recipe Promotion & marketing Awareness raising Training Variety Hygiene Low alcohol Extended Event Quantity * p<0.05, ** p<0.01, *** p<0.001 Contents Male Female Total T-value 3.92±0.87 3.71±0.86 3.85±0.84 3.72±0.88 3.55±0.84 3.84±0.84 3.83±0.83 3.63±0.83 3.66±0.79 4.10±0.79 3.84±0.95 3.90±0.83 4.11±0.84 4.12±0.86 4.14±0.84 4.01±0.87 4.12±0.81 3.33±0.99 3.82±0.36 3.66±0.84 3.82±0.77 3.76±0.74 4.01±0.80 3.61±0.86 3.83±0.87 4.00±0.84 4.02±0.82 3.79±0.81 3.90±0.85 4.10±0.85 3.91±0.90 3.88±0.91 4.10±0.80 4.26±0.77 4.30±0.79 4.18±0.79 4.25±0.78 3.36±0.97 3.84±0.90 3.56±0.91 3.86±0.79 3.73±0.81 3.93±0.82 3.66±0.87 3.69±0.86 3.92±0.84 3.93±0.82 3.71±0.82 3.78±0.83 4.10±0.82 3.87±0.92 3.89±0.87 4.10±0.82 4.19±0.82 4.22±0.82 4.10±0.83 4.18±0.79 3.35±0.98 3.83±0.93 3.61±0.87 1.277-0.662-1.942 1.244-3.293 *** -1.947-2.358 * -2.034 * -2.963 ** 0.018-0.768 0.207 0.079-1.660-1.094-2.116 * -1.579-0.348-0.238 1.240 M±S.D 하였으며개발동의정도에매우동의한다가 121 명 (29.4), 동의한다 232 명 (56.4) 으로대부분 (85.8%) 이전통주개발에대해긍정적으로응답하였다. 전통주발전이유로 우리전통음식이기때문에 가남녀모두 50% 이상이동의한다로응답하였으며매우동의한다가남녀각각 27.0%, 35.3% 로높게나타났다. 또한다른나라술에비해뒤지지않기때문과우리의입맛에맞기때문이라는응답에동의정도가높게나타나전통주의개발과개선이요하고있다. Kim YJ 와 Han YS(2006) 은전통주가발전하지못한문제로인식부족, 종류의다양성부족과가격, 향과맛이덜하다등에서발전방안으로다양한상품의개발과전통주에대한올바른교육, 패키지디자인의고급화등을보고한바있다. 따라서소비자의요구도에알맞은전통주개발과소비실태및구매동기를파악하여소비자의만족도와소비를증대시키기위한전략이필요할것이다. 3) 전통주의대중화방안전통주에대한대중화방안으로 20 개의항목에대하여남녀인식을살펴본결과 (Table 8) 남녀모두전통주에대한올바른교육이 4.22 로가장높았으며인식의확대 (4.19), 위생성 (4.18), 다양성 (4.10), 품질 (4.10) 과홍보및마케팅 (4.10) 순으로나타났다. 전통주의포장용기개선과인증제도지원, 영양성, 원산지표시, 다양성은남자에 비해여자가유의적으로높게인식하였으며맛과향기, 유통기한연장, 가격, 판매점증가, 품질, 기능성제품, 표준조리법, 홍보및마케팅, 인식의확대, 올바른교육, 위생성, 낮은알코올동수, 이벤트확대, 용량요인에서는남녀간유의한차이는없었다. Lee JH 등 (2012) 은전통주의맛, 향기, 알코올도수, 가격, 상표, 병디자인, 건강기능성, 음식조화, 숙성년도등의선택속성과소비자의웰빙인식요인과상관관계를나타낸결과로전통주의특성이서민의국민주특성을그대로나타내고있으며오늘날전통주소비시장이사회성과자존감이높은소비자층으로맛을중요시하며음식과조화와함께건강기능성도함께고려한다고보고한바있다. 따라서전통주대중화방안으로전통주소비자가지각하는다양한요인들을분석하여소비자의구매욕구를이해하고충족시키기위한노력이필요하며그전에전통주에대한낮은인식도증대와올바른교육이필요하리라사료된다. Ⅳ. 요약 본연구는대구경북지역 20 세이상성인 411 명을대상으로전통주의이용현황및소비자의요구도를분석한결과로조사대상자는남자 204 명, 여자 207 명, 20 대 29.9%, 30 대 26.5%, 40 대 20.7%, 50 대이상이 22.9% 였으며기혼이 51.8% 로미혼보다많았다. 소비자들이즐겨마 Korean J. Food Cook. Sci. Vol. 30, No.1 (2014)
50 김지영 박금순 시는술은소주, 맥주, 전통주, 와인, 양주순으로나타났으며좋아하는술은소주, 맥주, 와인, 전통주, 양주순이었다. 좋아하는전통주는탁주가가장높았으며섭취빈도는특정한날많이마시며집에서음용하는경우가많았다. 전통주에대한인지도및기호도가높은것은탁주가남녀모두가장높게나타났으며전통주에대한소비자의요구도에대하여 IPA 분석결과다양성, 기능성, 숙취해소, 인식확대에대한개선및개발이요구되어졌다. 전통주에대하여대부분의조사대상자들이전통주에대하여관심이많으며소비전망도긍정적인의사를가지고있는것으로나타났다. 한편맛있으면서도외국주류에결코뒤떨어지지않는맛이라고하였으나두통및숙취와같은부작용으로전통주음용에장애요인으로나타났다. 현재전통주에대한정부의관심과지원이고조되고탁주와저도수선호추세및웰빙트렌드등으로높은성장세를보이나전통고유의맛을유지하면서새로운맛과다양성및기능성이가미된전통주개발이필요하리라사료된다. 또한대중화요인에서가장시급했던인식확대및전통주에대한올바른교육의필요성을살펴볼때전통주개발이전에소비자의요구와기대에적합한전통주컨셉을파악하여다양한홍보와마케팅을수립하여소비및판매를촉진시키는연구가필요할것이다. References Han HC, Seo JM. 2009. Research article : An analysis on the value pursuit for traditional Korean liquor using means-end chain theory. J Foodservice Management 12(2): 205-227 Kim CS, Park JH, Lee SH. 2004. Article : An analysis on characteristics priority of the exportable traditional liquor to Japan using AHP. Korean J Livestock Management 31(2): 180-193 Kim EH, Ahn BH, Lee MA. 2013. Analysis of consumer consumption status and demand of rice-wine. J Koran Soc Food Sci Nutr 42(3): 478-486 Kim JH, Jeong SC, Kim NM, Lee JS. 2003. Effect of indian millet koji and legumes on the quality and angiotensin I-Converting enzyme inhibitory activity of Korean traditional rice wine. Korean J Food Sci Tech 35(4): 733-737 Kim MJ. 2010. Research article : The effect of consumer ethnoceentric tendency and foregn culture acceptability on preference of traditional alcoholic beverage: focus on makgeolli and sake. J Foodservice Management 13(4): 7-31 Kim YJ. 2004. The use of Korean traditional wines and a plan for encouraging it. MS thesis, Sookmyung Women's University. p 4 Kim YJ, Han YS. 2006. The use of Korean traditional liquors and plan for encouraging it. Korean J Food Culture 21(1): 31-41 Kim YS, Park YS. 2007. The production of traditional alcoholic beverage in containing medicinal herb. Food Sci Biotechnology 40(2): 83-89 Kwon YJ, Lee JH, Song HG. 2012. A study on selection attributes of traditional liquor by life-style of eating out consumers. Korean J Culinary Res 18(3): 90-107 Lee DP. 2006. Policy issues for the globalization of Korean traditional liquor. Food Industry Nutr 11(2): 1-9 Lee HS, Kwak HJ, Kim JY, Cho WK, Kim SM. 2010. A survey of drinking habits and health perception of makgeolli. Korean J Food Culture 25(5): 544-557 Lee JH, Kwon YJ, Song HG. 2012. Relationships between consumers well-being recognition and Korean traditional liquor selection properties. J Foodservice Management Soc Korea 15(5): 163-183 Lee SJ. 2010. Consumption of alcoholic beverage and perception about Korean yakju in the Gyunggi area of Korea. J East Asian Soc Dietary Life 20(1): 11-19 Min MS, Seo TY, Boo SJ. 2010. The effect of globalization factors of traditional on Korean national brand image and purchasing intention toward traditional liquor. J Hospitality Tourism Studies 12(2): 28-46 Moon OS, Jeon HM. 2011. A study on the importance of selection attributes according to the types of makgeolli consumers based on purchase and drinking motives. Korean J Culinary Res 15(2): 121-135 Seo DS, Kim JH, Ahn BH, Lee JS. 2008. Characteristics of anti-dumentia, cadiovascular and antioxidant functionalities in Korean traditional alcoholic beverages. Korean J Microbiology Biotechnology 36(4): 320-325 Seo SH, Lee JE. 2009. Consumers perception of Korean foods compatible with traditional Korean liquors. Korean J Food Culture 24(1): 1-9 Song JH, Baek SY, Lee DH, Jung JH, Kim HK, Lee JS. 2011. Screening of fungal nuruk and yeast for brewing of gugija-liriope tuber traditional rice wine and optimal fermentation condition. J Koran Soc Food Sci Nutr 32(6): 847-854 Received on Aug. 13, 2013/ Revised on Sep.6, 2013/ Accepted on Feb. 10, 2014 한국식품조리과학회지제 30 권제 1 호 (2014)