전통 디저트 브랜드 경험에 따른 소비자 인식 연구- MZ 세대를 중심으로 -

Abstract

The core consumer has changed to the MZ generation, which values ​​experiences that satisfy individual sensibility and cultural needs, and K-Culture is getting expanded globally. Those phenomenons are shown that it is an opportunity to approach the traditional dessert market itself from the brand level. However, research on ways to expand the traditional dessert market or a brand approach is still insufficient. This thesis investigated and analyzed the perception of traditional desserts, perceptions of fusion desserts, consumer experience of traditional desserts based on Bern Schmidt's experiential marketing theory with a focus on the domestic MZ generation. As a result of the survey, it is necessary to first solve the limitations of the word 'tradition' felt by the MZ generation, and it is necessary to add factors that can stimulate the experiential needs of the MZ generation, such as popularity, accessibility, limitations, and communication methods. If the problems were corrected based on the improvements discovered through the survey and small group interviews, the possibility of expanding the traditional dessert market and K-Culture contents through branding could be glimpsed. These changes are essential for traditional desserts to be inherited in the future. Therefore, it is necessary to approach traditional desserts in consideration of consumer experience for sustainability as well as a more consistent direction from a macro perspective.