프로바이오틱스 섭취경험에 따른 제품인식 및 식행동 비교 - 수도권 지역 소비자를 중심으로 -

Abstract

This study analyzed consumers’ recognition and demand for probiotic products and dietary and living habit according to their probiotics ingestion experience to provide information for development of probiotic products and marketing strategies in health functional food related industry. 280 consumers living in Seoul, Incheon and Kyeonggi-do area were participated. Consumers expected mostly intestinal health(80.4%) after ingesting probiotics. The appropriate price level for purchasing probiotics is between 20,000 - 50,000 won(58.2%), preferring a price range of 50,000 won or less(77.1%). There was a significant difference in dietary habits depending on the experience of probiotics ingestion, but there was no difference in living habit. Consumers took Vitamin C, red Ginseng and Ginseng most except probiotics as health functional foods. Based on this results of this study, marketing strategy could be established to meet consumer’s needs such as focusing on notifying the effect of probiotics, building up various price policy and development of new product mixing with other commonly consumed health supplements etc.