Young-Soon Lee

Foreign student`s Preference and Recognition of Makgeolli in Korea

This study was conducted to investigate the preference for and recognition of Makgeolli by foreign students to determine its potential for export. From March 15 to 29, 2010, 300 students from four universities (Kyung-Hee University, Hankuk University of Foreign Studies, Yonsei University, Chung-Ang University) were surveyed and data from 287 subjects were used for subsequent analyses. The recognition of Makgeolli was as follows: 40.3% knew that Makgeolli`s was fermented alcohol; 49.5% knew its proof; 85.7% knew that rice and wheat were the main ingredients of Makgeolli; 72.8% knew it was Korean traditional alcohol. The preference for Makgeolli`s was as follows: flavor (3.46), color (3.43), aroma (3.30), texture (3.28), reverberation (3.36), shape of glass (3.51) and Korean bar (3.72), which were slightly high. However, hangover (3.02) and plastic bottle (3.08) had lower values than the other variables. Overall, participants were likely to recommend Makgeolli to others (Male 3.57, Female 3.72), but they did not think that it is a good ingredient for food (2.91). The opportunity for the globalization of Makgeolli appeared to be high (Male 3.57, Female 3.74). To improve the export of Makgoelli, respondents reported that a better marketing strategy (37%) and new type of bottle (42.8%) were needed.