전통 떡 상품개발을 위한 소비자 인식 및 디자인 컨셉 연구 - Q 방법론을 중심으로 - = A Study on Consumer Awareness and Design concept for the Development of Traditional 'Tteok’ Products. - Using Q Methodology -

다국어 초록 (Multilingual Abstract)

The consumers have shown their high interests in slow food and local food, while the domestic trend in Korea in terms of food consumption is moving towards well-being and tradition. The ‘Tteok’, traditional Korean rice cake, is recognized as a representative food following that trend and also recently as a new dessert. In addition, consumers are increasingly demanding design aspects. This study investigated such subjective characteristics as attitudes, reasons to use, and preferences of consumers in regard to the Tteok. The purpose of this study is to present the strategic concept necessary for new product development of the Tteok, based upon the usage types derived and their individual characteristics. Five types were derived after Q samples of 38 and P samples of 32 were applied by Q-methodological and QUANL analysis program. The first type about the Tteok is useful food. It is recognized as an useful element because of the practicality and convenience. The second type is life intimate food, which is interpreted to be realistic as well as symbolic. This second type can be considered as an essential food for the individual's life. The third type is custom food, by which means that it is used as a ritual event or delivered as return courtesy. The fourth type is effective food in the sense that it is a healthy food and beneficial food contributing to the consumption of agricultural products. The fifth type is familiar food, a food that we have eaten since childhood and reminds us of that time. Since each type has its own characteristics, based on this, product development and design concept are presented together.