베트남 소비자의 한국 인삼 제품에 대한 태도와 구매의도에 미치는 영향요인

응웬 티 마이 흐엉 창원대학교 2020 국내석사

베트남이 급속한 경제성장을 이루고 건강에 대한 인식도 높아지면서 건강식품 구매율이 상승하고 있기 때문에 한국 건강기능식품 기업들의 블루오션으로 떠오르고 있다. 특히 건강회복, 미용 관리 증진제품으로 인삼 제품의 인지도가 높아 한국 인삼제품 브랜드들의 진출이 더욱 용이해질 전망이다. 따라서 베트남 내 소비자 트렌드를 파악해 진출하면 한국 건강식품 또한 인삼 제품기업들에 새로운 기회가 될 것으로 기대되고 있다. 이런한 측면에서 본 연구는 한국 인삼제품을 구매한 경험이 있는 한국에 살고 있는 베트남 소비자나 베트남에 살고 있는 소바자에 대상으로 하여 자료를 수집하여 통계분석 하였다. 설문조사는 2019년 05월 01일 부터 2019년 06월 01일까지 약 4주 동안 실시하였으며, 350명에게 인터넷으로 설문지를 보내여 300 답안지를 회수하였다. 이 중에 불성실하게 응답한 18부의 설문지를 제의한 282부를 분석에 사용하였다. 본 연구의 분석결과는 다음과 같다. 첫째, 한국 인삼제품에 대해 태도에 미치는 영향 요인들은 국가이미지, 제품에 대한 지식, 건강인식, 지각된 가격, 지각된 품질, 지각된 가치 6개 요인으로 나타났다. 둘째, 한국 인삼제품 구미 시 영향 요인들은 “태도”에 긍정적인 영향을 미치는 것으로 나타났다. 셋째, 한국 인삼제품 구매시 “태도”는 “구매의도”에 긍정적인 영향을 미치는 것으로 나타났다. 한국 인삼업체의 베트남 진출하기 위해 한국 인삼제품의 가격이 적정하고 오랫동안에 일관되게 유지되도록 조절해야 하며 적극적인 홍보, 광고 등으로 한국의 긍정적인 제품이미지를 전달하는 지속적인 노력이 요구되어진다. 베트남 소비자의 선호하는 제품과 서비스의 유형 및 특성 등을 지속적으로 조사하고 태도와 문화적 특성 등을 고려하여 그에 따른 시장 세분화 마케팅 방안을 구축해야 할 것이다. As a result of a continuous economic growth period as well as the increase of health awareness across the country, Vietnamese Dietary Supplement consumption is on the rise. This poses as an emerging market to Korean Dietary Supplement industry, particularly those products from Ginseng, which has been associated with improving health and beauty. This research aims to arm those companies in this industry with insights on Ginseng consumption in Vietnam. In this regard, this study collected and analyzed data from Vietnamese consumers who are residing in Korea who had experienced purchasing Korean ginseng products or sobaja living in Vietnam. The survey was conducted in four weeks from May 01, 2019 to June 01, 2019, with 300 answers out of 350 questionnaires that were distributed online. Among them, 282 were qualified for further analysis. The findings are as follow: First, there were 6 factors were identified to influence consumers’ attitude towards Ginseng products: national image, product knowledge, health perception, perceived price, perceived quality, and perceived value. Second, all of those 6 factors have positive impact on user’s attitude towards Ginseng products. Third, positive attitude towards Korean ginseng products has a positive impact on “purchase intention”. In order for Korean ginseng companies to enter Vietnam, the price of Korean gingseng products should be adjusted tobe appropriate and consistently maintained for a long time, and continuous efforts to deliver positive product image of Korea through active promotion and advertisement are required. It is necessary to continuously investigate the types and characteristics of Vietnamese consumers’ preferred products and services, and build market segmentation marketing plans according to their attitudes and cultural characteristics.

인삼제품의 브랜드이미지, 브랜드태도, 구매의도의 관계에 대한 연구

조재환 배재대학교 국제통상대학원 2010 국내석사

본 연구는 우리나라의 인삼산업이 막대한 잠재력에도 불구하고 국제시장에서 경쟁력을 잃어가고 있는 상황에서 인삼제품 구매자의 브랜드에 대한 이미지 및 태도가 구매의도에 미치는 영향을 규명하는데 목적이 있다 본 연구를 위하여 브랜드이미지와 브랜드태도 그리고 구매의도의 관계에 대하여 실증 분석하였다. 분석을 위하여 브랜드 이미지, 태도, 구매의도 등으로 구성된 설문을 이용하여 전국의 금산인삼농협 대리점에서 제품을 구입한 사람을 대상으로 설문지를 배포하여 자료를 수집하였다. 설문지는 총 300부를 배포하여 248부를 회수하였으며 응답이 부실한 6부를 제외한 242부를 최종분석에 활용하였다. 또 수집된 자료는 신뢰성 분석을 위하여 Cronbach‘s alpha 계수를 이용하였고 가설검정을 위해서 빈도분석, 상관분석 그리고 회귀분석을 실시하였다. 본 연구결과의 의의는 다음과 같다. 첫째, 브랜드이미지와 구매의도의 관계를 알아본 결과 브랜드이미지의 상표명과 상징성의 이미지가 높을수록 구매의도가 높아지는 것을 의미한다. 따라서 제품의 기능적인 측면보다 브랜드이미지가 태도 형성에 더 중용한 영향을 미치는 변수임이 확인되었다. 둘째, 브랜드이미지와 브랜드태도의 관계를 알아본 결과 브랜드이미지 구성요소 중 차별성, 상표명, 상징성에 대한 이미지가 호의적일수록 브랜드에 대한 태도가 긍정적임을 의미한다. 이는 인삼제품의 기능성, 즉 제품속성은 자체 보다는 인삼제품의 브랜드 이미지 강화를 위한 마케팅 전략이 필요함 의미한다. 셋째, 브랜드태도가 구매의도에 미치는 영향 살펴본 결과 브랜드태도는 구매의도에 유의한 영향을 미치는 것으로 나타났다. 이는 브랜드태도가 긍정적일수록 구매의도가 높아지는 것을 의미한다. 이상의 분석 결과 지역의 농특산품의 제품의 기능적 특성만으로는 차별화가 어려움을 알 수 있다. 따라서 지역의 농특산품에 대한 마케팅 전략을 수립할 때에는 소비자가 이해하기 쉬운 브랜드이미지를 개발하고 제품의 특징을 잘 표현하여 수 있는 브랜드태도가 형성될 수 있도록 하여야 한다. The Korean ginseng industry is losing its competitiveness in the international market in spite of its potentiality. The purpose of the study was to make a close inquiry into an effect of ginseng purchaser’s brand image and attitude on purchase intention. The study carried out positive analysis on relations among brand image, brand attitude and purchase intention. The study distributed questionnaires composed of brand image, brand attitude and purchase intention to people purchasing products from Geumsan Ginseng Nonghyup Agencies in the whole country and collected data. The study distributed the total 300 copies and collected 248 copies and applied 242 copies excluding 6 copies with poor answers to the final analysis. The study analyzed reliability of the collected data with Cronbach’s Alpha Coefficient and carried out frequency analysis, correlation analysis and regression analysis for hypothesis test. The results of the study were as follows. First, the study examined relations between brand attitude and purchase intention. Brand attitude was affirmative as much as images of differentiation, brand name and symbolism out of components of brand image were favorable. The study could see that it was necessary to set up marketing strategies for strengthening brand image of Geumsan Ginseng Nonghyup Products since functionality of ginseng products- namely property of products- was not a element of product differentiation any more. Second, the study examined relations between brand image and purchase intention. Purchase intention was increased as much as brand name and symbolism of brand image were increased. The study could see that functionality of products didn’t have an effect on forming brand attitude. Third, the study examined relations between brand attitude and purchase intention. Brand attitude didn’t have a significant effect on purchase intention. The study could see that purchase intention was increased as much as brand attitude was affirmative. Functional features of local special products cannot be operated to be a means of marketing any more. Therefore, when marketing strategy of local special products is established, brand image making consumers easy to understand should be developed and brand attitude to express features of products in a proper way should be formed.

人蔘製品의 消費實態分析 및 마케팅 戰略의 樹立

김종석 漢陽大學校 1992 국내석사

로스팅 인삼 분말을 이용한 커피 및 차류 제품 개발 연구

김선유 차의과학대학교 일반대학원 2021 국내석사

인삼은 대부분 홍삼으로 1차 가공되며 농축액, 캡슐, 분말 등의 2차 가공품으로 소비된다. 수삼은 홍삼 대비 다양하지 못한 제품 형태와 쓴맛으로 인해 소비에 한계가 있다. 따라서, 본 연구의 목적은 인삼의 활용도 증진을 위해 맞춤형 가공기술 및 이를 활용한 일반 식품을 개발하여 상업적으로 활용할 수 있도록 수삼의 건조, 로스팅, 분말화, 그리고 제품개발의 연구를 수행하였다. 수삼을 열풍과 과열수증기를 이용한 건조를 하여 이의 특성을 평가, 건삼을 유동층 impingement 열풍 로스팅하여 물리화학적, 형태학적 특성에 미치는 영향을 연구하여 산업화 가능성을 타진하였다. 건삼과 로스팅 처리된 인삼은 조분쇄와 저온초미쇄분쇄를 통해 분말화되었으며 이의 물리화학적, 흐름성, 인스턴트 특성, 그리고 관능특성을 평가하였다. 인삼 농축액을 활용한 인삼 콜드브루 커피와 최종 로스팅 처리된 인삼 분말들을 활용한 인삼 캡슐커피와 차를 개발하여 이의 이화학적, 관능특성, 그리고 소비자 기호도를 평가하였다. 연구 결과, 과열수증기의 열전달 속도가 열풍보다 빠르기에 과열수증기를 처리한 인삼의 건조 속도가 더 빠를 것이라는 가설을 증명하지 못하였는데, 이는 본 연구에 사용된 건조 장비에서 두 가지 열 매개체가 동등한 유량과 속도 조건 설정이 불가능하였기 때문이다. 하지만, 과열증기를 처리한 인삼의 표면 구조가 더 매끈하였으며 더 노르스름한 색을 띤 것을 확인하였다. 로스팅 처리된 인삼은 건삼보다 부피가 팽창하였으며 기공 구조의 형성으로 인한 추출 수율과 산성다당체 함량, terpene류 향기 성분 증가, 그리고 구수한 향미를 나타내는 pyrazine 화합물이 생성되었다. 초미쇄분말은 조분쇄분말과 비교한 결과, 열변성 없이 10 ㎛의 입자크기와 구형의 입자 형태를 가지며 벌크밀도, 탭밀도 그리고 흐름성이 감소하였으며 습윤성, 용해성, 분산성, 입안에서의 느낌이 증가 되었다. 로스팅 처리된 분말은 건삼 분말보다 인삼 향미와 전반적인 기호도가 증가 되었으며 이를 제품개발에 활용하고자 하였다. 인삼 농축액을 활용한 콜드 브루 커피와 로스팅 인삼 분말을 활용한 인삼 캡슐커피의 소비자 기호도 평가 결과 전반적인 기호도가 각각 5점 척도 중 4.0 (약간좋다), 7점 척도 중 5.0 (약간좋다) 이었다. 4가지 인삼 분말을 활용한 인삼 캡슐차의 관능평가 결과, 로스팅 분말을 활용한 차의 모든 관능특성이 건삼보다 우수하였다. 위의 결과를 종합하여 볼 때, 유동층 impingement 로스팅은 추출 수율과 기호성을 증대시킬 수 있는 가공기술이며 분말화를 통해 분말 원료를 확보하여 일반 식품으로서 기호성과 음용하기 간편한 커피와 차의 개발이 가능함을 확인하였다. The purpose of this study is to investigate the impingement drying characteristics of fresh ginseng and physicochemical and sensory evaluation of ginseng powder treated with roasting, and to develop ginseng product for convenient coffee and tea with roasted ginseng powder. Chapter Ⅲ was investigated the temperature profile, moisture contents, color and microstructure of ginseng dried by hot air (HA) and superheated steam (SHS). Impingement drying experiments were conducted on raw ginseng cubes, using HA and SHS at 140, 160 and 180℃. Drying rates of ginseng dried by SHS were lower than those dried by HA and the higher temperature, the shorter the drying time. Ginseng dried by SHS was more glossy and dense, because no granule remain on the surface, and more redness. The objective of Chapter Ⅳ was to investigate the effect of roasting and superfine grinding technology on the physical properties and sensory properties of ginseng. The bulk density, expansion volume, SEM image, extraction yield, flavor compounds and acidic polysaccharide of dried and roasted ginseng were investigated. And the particle size distribution, SEM image, color, ginsenoside, flowability, instant properties and sensory evaluation of ginseng powder were investigated. Roasted ginseng increased extraction yield and acidic polysaccharide, and detected pyrazine compound. Volume of roasted ginseng was expanded about 1.23 times. Compared with coarse particles, the superfine particles of ginseng powder were decreased bulk density, tapped density and flowability, whereas wettability, dispersibility, solubility and mouthfeel were increased. Roasted ginseng powder received the higher preference scores in ginseng aroma, taste and overall acceptance. Chapter Ⅴ was investigated to develop ginseng coffee and tea for convenient ginseng product with roasted ginseng. Physicochemical properties and sensory evaluation of ginseng coffee and tea were evaluated. Roasted ginseng coffee and tea received the higher preference scores in all sensory properties. Through this study, roasted ginseng powder will be applied to food materials such as food flavoring, to contribute to the enhancement of the usage of ginseng.

人蔘製品의 Electronic nose system을 利用한 香氣成分 特性 分析

신창식 慶尙大學校 2002 국내박사

The patterns of headspace volatiles that fresh ginseng. steamed ginseng. fresh ginseng distillate, white ginseng and red ginseng were analyzed with sensory analysis method, gas chromatography and electronic nose system joined to metal oxide sensors was compared with each other, and the industrial utilization experimented of fresh ginseng flavor which extracted with SPME apparatus. 1. The results of sensory properties in main body, rhizome and lateral roots were weak flavor as ginseng odor, strong earthy odor, herbaceous odor, floral and moldy odor but showed strong flavor like these in epidermis. The patterns and composition of headspace volatiles which was analyzed with SPME/GC were similar in each part, but the content of volatiles was most in fine roots of all part, and higher content showed in main body epidermis than others. 2. Sensory properties that the flavor extracted in each process stem from fresh ginseng, steamed ginseng through red ginseng showed strong earthy odor, woody odor, herbaceous odor and ginseng odor in steamed ginseng and red ginseng, but fragrant flavor was weak in steamed ginseng, and fragrant flavor, sweet flavor and roast flavor were in red ginseng. The headspace volatiles composition and concentration which was analyzed with SPME/GC were higher in fresh ginseng than others, and it was lower in steamed ginseng, but showed similar phenomena in red ginseng. 3. Fresh ginseng showed strong flavor as ginseng odor, earthy odor, herbaceous odor and fragrant odor circulating at market place, however white ginseng had weaker those flavor and red ginseng had stronger flavor than others. The results of GC chromatogram that was experimented with headspace of fresh ginseng, white ginseng and red ginseng showed similar patterns in each other, but the volatiles content was most in fresh ginseng of them. 4. When the volatiles in ginseng that the headspace being created at 60℃ for 30 min, then that was opened at twelve sensors consisted with metal oxide. The results were analyzed with principal component analysis method that the signal calculated statistically. The patterns of headspace volatiles was distinguished rapidly and clearly in fresh ginseng, steamed ginseng, fresh ginseng distillate, white ginseng, red ginseng and Panax species plant. 5. In fresh ginseng extract, there showed ginseng odor, floral odor, moldy odor, strong earthy odor and bitter odor, but stimulus odor was most of them. The optimum condition of SPME in fresh ginseng extract was the extract that 10g sample extracted with polyacrylate fiber at 70℃ for 60 min, and the absorbed headspace volatiles in fiber which was separated at 250℃ for 3 min. 6. In the results with CC/MS in fresh ginseng extract, there as certained the truth of eight varieties of alcohols, two varieties of esters, three varieties of pyrazine compounds, six varieties of monoterpene compounds and six varieties sesquiterpene compounds. Major headspace volatiles of white ginseng which is 3-sec-butyl-2-methoxy-5-methy1pyrazine, and we confirmed three compounds such as 2-methoxy-3-(1-methylethyl)-pyrazine, 2-methoxy-3-(2-methyl propyl)-pyrazine and 2-methoxy-3-(1- methylpropyl)-pyrazine and that the structure of major headspace volatiles was similar the three compounds. 7. In order to distinguish Panax species plant, the results were analyzed with electric nose system as the root of Panax ginseng C. A. Meyer, Panax quinquifolium L. and Panax notoginseng Burkill, and the sensitivity was higher in Panax gingeng C. A. Meyer, but lower in Panax notoginseng Burkill than others. Major and second principal component value showed as 82.12% and 17.28% in PCA plot in each, and the quality property value were above 2 point except Panax quinquifolium L. and Panax notoginseng Burkill. There was difference among three varieties as the place of origin that had specific headspace volatiles patterns each other. 8. The sensory test results that fresh ginseng extracts experimented to develop the products of distilled liquor, red ginseng extract tea and Prunus mume drink showed best value at 1,000㎖/L addition of ginseng flavor in 20% distilled liquor, 0.2% addition in red ginseng extract tea and 1.0% addifion in Prunus mume drink, respectively.

韓國人蔘製品의 Marketing 에 관한 硏究 : 특히 白蔘, 紅蔘, 人蔘 중심으로

황선민 高麗大學校 1972 국내석사

인삼제품 소비행태에 관한 연구

이은경 建國大學校 大學院 2003 국내석사

Korean ginseng has been exported to the world as a representative specialty of Korea since the era of the three Kingdoms and been loved by the world people as natural health food. But the market share of Korean ginseng in the world ginseng market is in a very low level due to the overproduction of low-priced Chinese and American ginseng and specially to the differential brand marketing strategy of American ginseng. The objectives of this research are to identify the problems faced by the ginseng industry, to suggest marketing recommendations to the industry-related producers including ginseng-growers, distributors and exporters, and desirably to provide suggestions to the government policy-makers by investigation the current state of ginseng industry, the domestic and international market conditions, and the market activities of the Korean manufacturers and the major competing countries. The main subjects of the research are theoretical analysis and empirical tests through survey results regarding the consumer behavior about ginseng products under the current market condition on the ginseng market condition. The result of questionnaire shows that ginseng products are popular as restorative food, concerned as food peculiar to the Korea and main purchasers are housewives and patriarches. Also, by and large consumers satisfied with the quality of the ginseng products; however, they feel that it is expensive. In addition, it is lucrative that ginseng products belong to food not medicine. Therefore, ginseng companies should pay attention not to cause consumers to misunderstand advertising sentences on the case of the goods. Also, about the ginseng products which has additive medicines, the companies should develop the new products and standardized the products in closely connection with medical industry. Furthermore, further findings on direction of marketing strategies have addressed about the consumer's cognition for their health, ginseng products, the consumption pattern, the eating pattern, and the new ginseng products and so on in this study. The use of this study are to (1) providing effective marketing strategies and consumer behavior to manufacturers for better understanding market condition, directions, manufactures technology, and forecast the future, (2) examines on reflecting the firms' production, quality, packaging, and distribution structures, to manage the firm's efficiency and effectiveness, (3) provide a general information and future directions of ginseng products market to the ginseng farmers, thus, minimizing the conflict among manufacture, distributors, and farmers, and (4) forecasting useful information to related and concerned organization for the future policies to the ginseng products market. In conclusion, the status of Korean ginseng industry is considered in a view of improving international competitiveness to present problems due to the WTO agreement and its countermeasures. Therefore, in order to maintain the reputation of Korean ginseng as national specialty in the leading market, promotion effort of government and cooperation and support of related authorities should be needed.

韓國 人蔘 및 人蔘製品의 包裝改善에 關한 硏究 : 主로 東南亞 輸出包裝의 디자인 中心으로

신언모 弘益大學校 1973 국내석사

國內外 人蔘類市場의 動向과 人蔘製品의 輸出促進에 관한 硏究

박정숙 成均館大學校 1986 국내석사

人蔘製品의 사포닌 分析法에 관한 比較硏究

김종규 서울大學校 保健大學院 1984 국내석사