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An analysis of Korean consumers' attitudes and beliefs towards sugar-free beverages

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Frame of Image of MASTER OF BUSINESS ADMINISTRATION
2010 Professor Yoon Cheong CHO
Submitted to KDI School of Public Policy and Management in partial fulfillment of the requirements for the degree of
ABSTRACT
Sugar-free beverages represent a solution for the current trade-off between taste and health; they offer consumers an alternative to regular sugary drinks. They are a harmonious combination of two – otherwise- conflicting goals: the hedonic search for a great testing drink and the utilitarian aim to keep calorie and sugar intake at a low level. This study developed a model to measure customers’ attitudes and beliefs toward sugar-free beverages with sweeteners in Korea. It questioned the degree to which cognitive variables like the perceived product awareness, the perceived weight management benefits, the self-concept congruity or the social norms impact consumers’ intention to consume such functional drinks and their overall attitudes. The model also incorporates an affective component, which refers to the fear of disease, the anticipated enjoyment and the desire to drink sugar free beverages, which are also hypothesized to impact intention and the overall attitudes. The analysis revealed that in general Korean consumers have more positive attitudes towards these drinks, women being more likely to offer higher ratings on all variables. The most positive attitudes were observed when consumers also revealed a high degree of expected enjoyment and the desire to drink sugar-free beverages.


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Title An analysis of Korean consumers' attitudes and beliefs towards sugar-free beverages
Similar Titles
Material Type Reports
Author(English)

Mihaela-Roxana, Ifrim

Publisher

[Seoul]:KDI School of Public Policy and Management

Date 2010
Pages 80
Subject Country South Korea(Asia and Pacific)
Language English
File Type Documents
Original Format pdf
Subject Industry and Technology < Manufacturing
Holding KDI School of Public Policy and Management

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Thesis(Master)