[논문]An Analysis of Consumers' Internal Perception of Soup and Sauce using ZMET

Ryoo, Jae Yoon; Choi, Ji Hye; Lee, Seo Hyun; Lee, Min A

doi:10.7318/kjfc/2020.35.5.417

[국내논문] An Analysis of Consumers' Internal Perception of Soup and Sauce using ZMET 원문보기

韓國食生活文化學會誌 = Journal of the Korean Society of Food Culture, v.35 no.5, 2020년, pp.417 - 425

Ryoo, Jae Yoon (Department of Food and Nutrition, Kookmin University) , Choi, Ji Hye (Department of Food and Nutrition, Kookmin University) , Lee, Seo Hyun (Department of Food and Nutrition, Kookmin University) , Lee, Min A (Department of Food and Nutrition, Kookmin University)

Abstract ▼ AI-Helper

There is a growing global interest in food choices that could affect health. Consumer food choices are dictated by numerous factors such as attitudes, beliefs, desires and preferences stemming from psychological and physiological attributes. The present study aimed to understand consumers' internal perceptions about cream soup, cream sauce, and tomato sauce using ZMET (Zaltman's Metaphor Elicitation Technique). The 9 step ZMET interview process was conducted for a sample of 36 consumers (12 consumers for each sauce). A content analysis of the survey results was carried out. From this, 56 concepts of cream soup were derived, and 15 constructs that met with the agreement of more than one-third of the total sample consumers were extracted. These 15 constructs included 'Soft', 'Recollection', 'Familiar', 'Warm', 'Comfortable', etc. Similarly, for cream sauce, 67 concepts and 20 constructs 'Silky', 'Warm', 'Restaurant', 'Family', 'Memory', etc. were deduced. A total of 66 concepts and 20 constructs for tomato sauce 'Sourness', 'Sauce Bottle', 'Pleasant', 'Ingredient', 'Cooking', etc. were derived. The analysis of consumers' consensus maps through this study provides a deep and useful understanding of consumers and their latent needs. Also, the results of this study indicate that exploring consumers' internal perceptions is critical to understanding their healthy food choices. This can be used as basic data for formulating marketing strategies.

주제어

표/그림 (10)

표 ZMET interview process
표 Respondents' Profile of Cream Soup
그림 Consensus map of Cream Soup ¹⁾N=Number of respondents agree on a particular construct ²⁾x-y=x: Frequency of this construct being an origination point in a relationship with another construct. y: Frequency of this construct being a destination point in a relationship with another construct.
표 Composition Items of Cream Soup
표 Respondents' Profile of Cream Sauce
표 Composition Items of Cream Sauce
그림 Consensus map of Cream Sauce ¹⁾N=Number of respondents agree on a particular construct ²⁾x-y=x: Frequency of this construct being an origination point in a relationship with another construct. y: Frequency of this construct being a destination point in a relationship with another construct.
표 Respondents' Profile of Tomato Sauce
그림 Consensus map of Tomato Sauce ¹⁾N=Number of respondents agree on a particular construct ²⁾x-y=x: Frequency of this construct being an origination point in a relationship with another construct. y: Frequency of this construct being a destination point in a relationship with another construct.
표 Composition Items of Tomato Sauce

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가설 설정

x-y=x: Frequency of this construct being an origination point in a relationship with another construct. y: Frequency of this construct being a destination point in a relationship with another construct.

제안 방법

As the interview progressed at each step, the concept of composition was added or removed. Based on the data collected, the individual profiles of the respondents were created to analyze, classify, reduce and categorize the interview contents. In addition, questions or uncertainties arising from the analysis process were confirmed once again to ensure reliability and validity.
Therefore, our research team decided to investigate consumers’ psychological factors of cream soup, cream sauce, and tomato sauce in-depth using ZMET, a qualitative method.

대상 데이터

A total of 15 construct pairs of cream soup were derived from present study, and were stated by 4 or more people which account for one-third of the total participants. The deducted constructs of cream soup are ‘Soft’, ‘Recollection’, ‘Familiar’, ‘Warm’, ‘Comfortable’, ‘Light’, ‘School Meal’, ‘Mother’, ‘Salty’, ‘Experience’, ‘Childhood’, ‘Italy’, ‘Memory’, ‘Pork cutlet’, ‘Cozy’.
A total of 20 construct pairs of cream sauce were derived from present study, and remarked by 4 or more participants. The derived constructs were ‘Silky’, ‘Warm’, ‘Restaurant’, ‘Family’, ‘Memory’, ‘Travel’, ‘Pleasure’, ‘Recollection’, ‘Cheese’, ‘Salty’, ‘Sons and Daughters’, ‘Exotic’, ‘Silent’, ‘Melt’, ‘Pasta’, ‘Greasy’, ‘Mushroom’, ‘Friend’, ‘Pleasant’, ‘Children’.
A total of 20 construct pairs that were stated by 4 or more participants are deducted. The construct pairs of tomato sauce are ‘Sourness’, ‘Sauce Bottle’, ‘Pleasant’, ‘Ingredient’, ‘Cooking’, ‘Home’, ‘Pasta’, ‘Familiar’, ‘Family’, ‘Farm’, ‘Bright’, ‘Soft’, ‘Energetic’, ‘School Meal’, ‘Restaurant’, ‘Children’, ‘Festival’, ‘Pizza’, ‘Strong’, ‘Spice’.
The key constructs of cream sauce were 'Silky', 'Warm' and 'Restaurant'.
The participants were comprised of consumer age 20-64 who had eaten cream soup, cream sauce or tomato sauce within a month before the survey. Data were collected on Sep.

성능/효과

Based on the collected data, an inductive analysis of the interview resulted in a total of 56 concepts (Soft, Recollection, Familiar, Warm, Comfortable, Light, School Meal, Mother, Salty, Experience, Childhood, Italy, Memory, Pork cutlet, Cozy, Button Mushroom, Calm, Nature, Meat Broth, Monotonous, Pepper, Ecstatic, Weaning Food, Stomach Medicine, Ingredient, Cotton, Satisfied, Melt, Greasy, Neat, Army Days, Earthy, Health, Winter, Western Cuisine, Grain, Cloud, Farm, Cafeteria, Tree, Bbopgi (뽑기), Thin Rice Gruel, Rice, Child, Armchair, Ondolbang (온돌방), Blanket, Junk Food, Pasture, Campfire, Classical Music, Grass, Sky, Korean Food, Hanok (한옥)) with a frequency of at least one to 12 times per item [Table 3].
First, a total of 56 concepts of cream soup were derived, and one-third of the total samples were derived as criteria, 15 constructs including ‘Soft’, ‘Recollection’, ‘Familiar’, ‘Warm’, ‘Comfortable’, ‘Light’, ‘School Meal’, ‘Mother’, ‘Salty’, ‘Experience’, ‘Childhood’, ‘Italy’, ‘Memory’, ‘Pork cutlet’, ‘Cozy’.
Third, a total of 66 concepts of tomato sauce have been derived, and 20 constructs ‘Sourness’, ‘Sauce Bottle’, ‘Pleasant, Ingredient’, ‘Cooking’, ‘Home’, ‘Pasta’, ‘Familiar’, ‘Family’, ‘Farm’, ‘Bright’, ‘Soft’, ‘Energetic’, ‘School Meal’, ‘Restaurant’, ‘Children’, ‘Festival’, ‘Pizza’, ‘Strong’, ‘Spice’ are derived.

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