대학생의 녹차 섭취 실태 및 음용 확대를 위한 마케팅홍보방법에 관한 연구

• 영문명: A Study of University Students' Green Tea Consumption Patterns and Marketing Promotion Methods for Green Tea Consumption Increase
• 발행기관: 한국차학회
• 저자명: 유양석(Yang-Seok Yoo)
• 간행물 정보: 『한국차학회지』제19권 제4호, 44~53쪽, 전체 9쪽
• 주제분류: 농수해양 > 기타농수해양
• 파일형태: PDF
• 발행일자: 2013.12.31

영문 초록

The Korean coffee consumption is showing a sign of decline. The amount of imported coffee declined 1.3% in the first half of 2013 and the coffee consumption per person was reduced to 293 cups per person per year from 338 cups in 2012. Reduced coffee consumption represents an opportunity for green tea. This study aims to examine if university students are experiencing similar consumption changes and examine what the consumption reasons are for green tea and how best to promote green tea to university students. This study finds that students' preference for coffee has declined by 3.4% and the preference for green tea has increased by 7.7% in 2013, reflecting the national consumption trend. The health is the most frequently mentioned reason for green tea consumption and there are no significant gender differences and there are no significant differences among drinkers of different consumption amounts. For green tea promotion, university students recommended active presence in campus festivals; customer interaction through SNS and contests; product and packaging improvements for newer image; more opportunities for green tea tasting and culture experience on campus, etc. This study proposes ways to evaluate effectiveness of the marketing promotion methods through market tests.

목차

Abstract

서론

이론적 배경

연구방법

연구결과

결론 및 제언

참고문헌

키워드

green tea consumption behavior green tea preference green tea marketing green tea promotion