20대 젊은 층의 국내외 맥주 소비행태와 맥주 선택속성 연구

The purpose of this study was to investigate the beer consumption behavior and selection attributes of young consumers in their 20's and to suggest the direction of the beer market. The survey was conducted with undergraduate students majoring in foodservice industry, distributing a total of 400 questionnaires from April 11th to 21st in 2018, and 350 copies were used in the analysis of EFA, reliability, chi-square test and t-test with SPSS 18.0. program. The results of this study are as follows. First, the results of the analysis of beer consumption behavior by the gender showed a significant difference in times of drinking. All of them like to drink lager-type beers but men like to choose European beers and women prefer Korean beers. Second, selection attributes of beers in order were tastes of beers, feelings of swallowing, refreshing, brand awareness and name of beers. Third, the results of the analysis of selection attributes by gender showed that men have a strong tendency to purchase beers by scent of beers, origin of beers, and price of beers. The implication of this study is that young consumers in their 20’s and 30’s like drinking a variety of beers, but when they purchase beers, they usually choose beers that are inexpensive and Korean lagers that they have often experienced.