Consumption and Satisfaction Evaluation of Takju among Consumers Ages 20 to 29

ABSTRACT

The purpose of this research was to investigate consumption and satisfaction of Takju (Makgeolli) among consumers ages 20 to 29 living in Seoul and Gyeonggi province. It was found that 86.2% of the respondents drank Takju once or twice a month, and the high satisfaction group drank Takju with a frequency of 8 times a month (P<0.01). Respondents selected market (44.4%) and restaurants (34.9%) as the most common place of purchase, whereas pub (42.2%) and Takju bar (32.8%) were the drinking places selected. Regarding the preferred ingredients, respondents liked pear the most followed by Lycium chinense, corn, pine nuts, ginseng, and citrus fruit. The most compatible foods with Takju were identified as Buchimgae (Jeon) (97.4%), Kimchi (45.6%), Bokkeum (36.4%), Namul & Muchim (25.0%), and Jjim (21.5%). Pajeon was mentioned as the most compatible food with Takju, followed by Bulgogi, Gamjatang, Agwijjim, Dubukimchibokkeum, and Ojingeotwigim. Regarding consumers' satisfaction of Takju, taste was the most highly valued, with color, price, alcohol content, function, flavor, diversity of raw materials, and accuracy of label also highly considered. Further, to formulate a plan to encourage consumption of Takju, the high satisfaction group decided that promotion of local festivals and events related to Takju, standardization of quality, creation of brands, expansion of distribution network, and organization of relevant departments are the most important compared to other items (P<0.05).