IPA를 이용한 새터민의 북한떡 선택속성 연구

Abstract

The purpose of this study was to identify the difference between the importance and satisfaction of North Korean rice cake and the selection attributes through the IP matrix, and to suggest practical implications for management. In order to achieve the purpose of the study, data were collected using the Saeteomin who had purchased rice cakes as a sample group. 305 copies (effectiveness 87.1%) were used for empirical analysis. The collected data were analyzed by frequency analysis, reliability analysis, correspondence sample T-test, and IP matrix preparation. The research results and implications through empirical analysis are as follows. First, the selection attribute of North Korean rice cake selection with high importance and satisfaction was a nostalgic factor. Second, the items belonging to the first quadrant are unchanging taste, healthy taste, natural taste, excellent ingredients, various types, available for purchase when you want, you can purchase the amount you want, the taste you ate at home, the taste you ate in your childhood, and memories. There were a total of 10 tastes called. Items belonging to the third quarter were seasonal rice cakes, various packaging specifications, luxurious packaging materials, practical packaging materials, various packaging colors, and a total of 7 items with reasonable prices. In the fourth quadrant (avoiding over-effort), there were a total of three items: unique rice cakes, a price that was not burdensome for repurchasing, and a recommended price. Therefore, as a marketing strategy, it is required to expand advertisements that make people feel the taste of their hometown, and to diversify prices and materials tailored to the economic situation of the refugees. This study was a study to investigate the selection attributes of North Korean rice cakes by defectors. However, due to lack of data and information on North Korean rice cakes, an in-depth investigation of North Korean rice cakes was insufficient. It was insufficient. Therefore, it can be said that future research is necessary to study how to consume and purchase North Korean rice cakes with interest by the Korean people.