먹는샘물의 브랜드 이미지와 소비자 기호도에 관한 연구

This study was conducted to describe and analyze bottled water and consumer preference test according to the exposure of the brand, while bottled water was conducted with a total of six types of bottled water, three types of local bottled water and three types of import bottled water, considering market share and brand reputation. The analysis of the description of the bottled water resulted in a total of fourteen sensory characteristics including appearance and flavor. Also significant differences were found among samples in ten categories excluding bitterness, umami, refresh, and aftertaste. The main ingredient analysis showed that the primary component (PC1) and the secondary component (PC2) explained 75.24% and 13.85% of the total variation, indicating 89.10% of the total variance. The consumer preference test was conducted on a total of 110 consumers with fifty-five brand exposure and fifty-five brand non-exposure, and the ANOVA showed significant differences between groups (P<0.05). For brand non-exposure groups, the preference was rated high by SAM and BAE, while EVI was rated the lowest, indicating the high preference to sweetness and low preference to strong weight. For brand exposure groups, the preference was rated high by SAM and FIJ, while PYE was rated the lowest, indicating the high preference to sweetness, umami, refresh, structure, softness, balance, aftertaste and low preference to bitterness. As a result the sensory characteristics that affect consumers' preferences were verified according to whether or not they were exposed to the brand, and the data presented was found to be meaningful for future development of new bottled water products and the use of marketing for brand image.