초록 열기/닫기 버튼
Using the importance and performance analysis (IPA), this study examined the consumer selection attributes of pickles according to gender. We analyzed the data from 440 adults living in the eight national metropolitan cities using χ2-tests of independence and t-test. Food hygiene was the most important selection attribute (4.72). Taste, brand, place of sale, raw materials, and quality certification were significantly different in the importance evaluation between the genders (p<0.01, p<0.05). The brand and preserve method showed significantly different performance level ratings between the genders (p<0.01, p<0.05). Taste, food hygiene, and raw materials perceived by both genders as being important and well-performed were positioned in the “Doing great, keep it up” quadrant. These selection attributes should be managed so that they are well maintained. Male consumers considered the price as an important but less-performed factor, while female consumers perceived price and quality certification as being important but less-performed. These attributes should be urgently improved. The findings indicate that this study can provide practical guidance for pickles vendors to develop sales promotion strategies via new purchasing demands creation and market segmentation.
